How To Make The Most Out Of A Radio Interview

How To Make The Most Out Of A Radio Interview

If you’ve just landed an interview on talk radio, congratulations are in order because this is a great venue for giving a boost to your brand and to your credibility as an expert in your field. But maybe you’re a tad nervous and feeling the pressure. After all, you’re starting to realize that you’ll have a relatively short time to get your message out there and say what you have to say. Then the interview will end and the words you uttered will disappear silently into the airwaves – forever. Or will they? If you handle things the right way, a radio interview can live a lot longer than the 10 to 20 minutes you spend on the air chatting with a host. You can repurpose that interview so it continues to pay branding dividends for as long as you want it to. So just how do you get the most marketing mileage out of radio interviews? Your first step is to make sure you have an audio recording of the time you and the host spent conversing about and exploring your topic. The good news is an increasing number of talk radio stations post their guest interviews on their websites as podcasts and leave them there in the archives for a very long time after they’ve aired. Links to these podcasts are gold! However, if that’s not the case, you could ask the show host or producer to provide an Mp3 of the interview, but there’s no guarantee they’ll come through for you. They might be nice folks willing to do you a favor, but they really have... read more
No Need To Nibble Around The Edges! Marketing Is A Full-Course Meal

No Need To Nibble Around The Edges! Marketing Is A Full-Course Meal

Someone recently posed a question to me that is definitely worth sharing because it’s a subject that comes up from time to time and applies to everyone trying to promote their personal or business brand. This person knew that an array of marketing options exist – social media, radio shows, print media, a book, TV, public speaking – but he wanted to get right down to the nitty-gritty. Of those many possibilities, he asked, which is the one that would be best for his branding goals? After all, there must be one correct answer! Right? I can be a nitty-gritty kind of person at times myself, so I didn’t hesitate with my reply. You can’t choose just one marketing option and unequivocally claim that it alone can get the job done. Each works in its own way to help you build your brand, and whenever possible you should take advantage of as many of them as you can. We just celebrated Thanksgiving, filling our plates to overflowing and going back for seconds, so permit me to use a metaphor that involves food. You really shouldn’t look at marketing as an a la carte menu because in reality it’s a full-course meal – and a delicious one at that. Sure, you can put nothing but mashed potatoes on your plate if you choose, but why do that when other delightful dishes are available and can give you a more nutritious and balanced meal? So if you really want to feast on all the branding opportunities on the serving table these days, let me offer a few ideas on how to... read more
The Right – And Wrong – Times To Take Advantage Of News To Promote Your Brand

The Right – And Wrong – Times To Take Advantage Of News To Promote Your Brand

One of the things I encourage people to do – and which we at EMSI regularly do on behalf of our clients – is to tie their message to what’s happening in the news or what’s trending on social media. It’s a great strategy for promoting your personal or business brand and under the right circumstances can work extremely well. For example, if you’re a CPA, you could offer tips on how to take advantage of a new change in the tax code. A doctor could discuss a just-released study about the most effective ways for treating migraines. Such situations can make you and your message invaluable to the media, opening doors for potentially longstanding relationships with reporters, editors and producers. But with that said, I also think it prudent to warn you that not all news situations are equal. There are times when it might be better to back off from what’s topical, such as during a national tragedy, a serious social issue or a particularly intense political season like the one we’ve just experienced. In fact, USA Today just published an article about how some people are taking a break from Facebook because their nerves are frayed and their tempers are short from all the political bickering. You want to be careful about getting caught up in the backlash from moments like that. With that said, let me offer a few points to keep in mind as you ponder when to pounce on the news – and when to lay low: Beware the ease of social media. One of the great things about using social media as... read more
Talk Radio Is Your Connection To A Dedicated And Eager Audience

Talk Radio Is Your Connection To A Dedicated And Eager Audience

In today’s world there are plenty of ways to get your message out and build your brand, from print to TV to the ever-growing influence of social media. But perhaps no medium connects you as intimately to an audience as does talk radio, where eager listeners tune in to hear a favorite host chat with guests on topics ranging from politics to health care to finance and beyond. I was recently reminded in an unusual way of just how strong the connection between listeners and talk-show guests can be. One long-time EMSI client has been making use of talk radio for years, and we’ve booked hundreds of interviews for him, allowing him to voice his message that combines economics with a return to traditional values and a religious viewpoint. He pays little regard to market size or station ratings because he understands the value of that intimate connection he is able to make with talk show listeners. If there was ever any doubt that he makes a connection, that doubt has been erased. Out of the blue, we heard from a radio listener in the Grand Rapids, Mich., area who had listened to an interview with our client some time ago. She wanted us to pass along an urgent message to him, asking for his prayers because she thought she was going to lose her house. At a time when her world was collapsing, she remembered that radio interview and wanted to make a personal connection with our client whose message had so deeply touched her. Yes, a random radio listener reaching out to us to communicate with one... read more
Tailor Your Message To Match The Media’s Needs

Tailor Your Message To Match The Media’s Needs

One of the challenges we often face at EMSI is helping our clients understand the need to tailor their message – or even condense it – so that it appeals to busy editors and producers whose email inboxes are inundated with pitches. That’s the name of the game with publicity. If you can’t sell the media on your message, you won’t reach your audience. It’s a lesson I learned early on in this business. I built my company on a pay-for-performance approach, so it was clear that if I was going to be successful I would need to serve two clients – those who pay me to get them in the media, but also the media themselves by giving them content that suits their needs and engages their audiences. Just this week some of the team members at EMSI and I were discussing how some clients have big, complicated messages with numerous working parts, all of which they want to cram into one short article or interview. That’s just not going to work. It’s like trying to stuff your entire wardrobe into one carry-on travel bag. In that situation, we tell them, it’s better to break your message down into bite-size chunks, pitching easily digestible portions of it to the media rather than trying to serve them every item on your menu. I’d say most people get this once you explain it to them. But, unfortunately, not everyone does. Not long ago, one client rebuffed our efforts to help him massage his message in a way that would give it broader appeal, saying, “I’m not here to please the... read more
The Media Won’t Stop For The Holidays – And Neither Should Your Publicity Efforts

The Media Won’t Stop For The Holidays – And Neither Should Your Publicity Efforts

The holiday season is fast approaching, which means I’ll soon start hearing the question that’s almost as much an annual tradition around here as turkey and pumpkin pie. Is it pointless to launch a publicity campaign this time of year? Those who ask usually are operating on some variation of this theory: Many people take time off during the holiday season, so folks in the media must do the same. That means there’s no point in trying to work yourself into a print article, a radio interview or a TV interview because there won’t be anyone on the receiving end of your effort. But that’s not true. Yes, some people in the media probably do take some holiday time off, but newspapers, radio stations and TV stations don’t come to a halt. They are 24/7 operations and are always looking for great angles – maybe even more so during what could be a slow news time for them. A few of the team members at EMSI were discussing this subject just this week because we’re already thinking in holiday terms ourselves – and we’ll be regularly in touch with the media, right between bites of cake and cookies and sips of eggnog! But beyond the typical pitches you might send out any time in an effort to attract the media’s attention, there’s an additional tactic you can use this time of year. That is to figure out a way to tie your area of expertise to the holidays and cast yourself as someone who can speak on the topic. If you’re a chef, for example, the pitch could involve... read more
Discounting The Value Of Digital Publications – Get With The Times

Discounting The Value Of Digital Publications – Get With The Times

Something I still hear from many clients is they’re excited about appearing in the traditional print version of a publication, but they’re not quite as thrilled about articles that appear online. Perhaps their reaction is only natural. Most of us grew up with traditional print playing a role in our lives. The local newspaper printed a photo of your Little League baseball team or your piano recital, and your mother proudly clipped it out and displayed it on the refrigerator or tucked it into a scrapbook. Traditional print can seem so much more substantial because you hold it in your hands. It has heft. It has texture. But it’s long past time to come into the 21st century and understand that, while appearing in the printed version of a newspaper or magazine is wonderful, it’s far more wonderful to appear online. Why? The majority of publications today reach significantly more people online than they do with the hard copy. For example, USA Today has a weekday circulation of 1.08 million, but online has 24 million unique visitors per month (VPM). New York Daily News has a circulation of 300,000 with 40 million VPM. And, Chicago Tribune’s circulation is 300,000 with 18.7 million VPM. That’s a lot of eyes that could come across an article, and this wouldn’t have been possible back in the days when traditional print was the only game in town. Beyond the incredible reach, let me give you just a few other reasons why online print coverage is more valuable than you may realize: It’s easier to share. Remember Mom and that Little League picture? She... read more
3 Ways To Make Journalists Happy and Promote Your Brand At The Same Time

3 Ways To Make Journalists Happy and Promote Your Brand At The Same Time

We always like to share good news with each other here at EMSI, so I was overjoyed to hear that another one of our clients – a financial professional – has been having a stellar print campaign. But his situation also got me to thinking. What’s been the key to his success and is there a lesson there for others trying to land print coverage? After all, he doesn’t have a large firm and he’s in the middle of the Heartland. There’s no particular reason, at least on the surface, for the media to latch onto him. Yet among the many print or online publications that we have arranged for him to be interviewed by are the New York Times, U.S. News & World Report, Investors Business Daily and Yahoo Finance. So I asked Toni Tantlinger, one of our print campaign managers, whether she had any ideas about why his campaign took off the way it did. Without any hesitation, Toni gave me three excellent reasons that others could do well to emulate: He makes himself available. Journalists are on deadlines and it’s common for them to need to interview someone today – not a week from Tuesday. If you can’t fit their interview request into your schedule, they’ll track down someone else who can. This client understands that and makes those media calls a priority. He’ll duck out of a meeting, reschedule an appointment or do whatever is necessary to meet the media’s needs. He’s willing to tread outside his comfort zone. Sometimes clients have a specific niche within their expertise and they want to stay there. They... read more
What’s The Value Of A ‘Like’?

What’s The Value Of A ‘Like’?

Social media and its role in marketing can be quite the puzzle – even for some of those who are sold on the benefits. They check their “likes” and they figure that a bigger number is better than a smaller one, but beyond that they are perplexed. “What does it all mean?” they wonder. In short, I racked up a bunch of likes but the question remains: what’s the value of a like? I was talking about this very topic this morning with Jay York, EMSI’s senior social media strategist, about how easy it is to overlook the fact that those likes so many people are chasing have more value than initially meets the eye. But before we look at that, we need to re-visit briefly how it is that people interact – or don’t – on social media. Most of us probably know people who are extraordinarily active on Facebook, Twitter, Instagram or other platforms. They post their views on the presidential debate or share a fascinating article they read on a science magazine’s website. They let you know their child scored a goal in soccer, that they’re dining at an Italian restaurant tonight or that they just installed new kitchen tile. They also routinely comment on, like or share what others post. Then there are those who rarely if ever post anything. Essentially, they are spectators, not participants. But that doesn’t mean they’re unaffected by what they see because people retain a lot of the information they see even if they aren’t active on social media. Both types of social media users come into play when you’re... read more
How To Grow A Social Media Following Using Resources You Already Have

How To Grow A Social Media Following Using Resources You Already Have

At one time or another we all probably have dreamed about what we could accomplish if we had unlimited resources. Of course, for most of us the “unlimited resources” situation never progresses beyond that dream stage. But maybe that doesn’t always matter. Just this morning, Jay York, EMSI’s senior social media strategist, was sharing with me how anyone can begin growing the number of followers they have on social media right now, using nothing more than the resources they already have at hand. Before you know it, you could have an impressive social media network of potential clients or customers, connecting them to your website and staying in front of them as much as possible until the day arrives when they have a need for what you have to offer. The payoff can be a long time coming, but just getting out there and being a part of their thought process at some level is important. That’s why even well-established brands such as McDonald’s or Coca-Cola – companies that need no introduction – continue to advertise through traditional channels as well as on social media to keep their products in front of you. They are after that top-of-mind awareness. So let’s take a look at how you can grow your following on social media by using the resources you already have available. Here are a few of Jay’s tips: Make use of current contacts. You probably already have an email list of clients or customers, plus people who have expressed an interest in what you have to offer. You may also have a newsletter list. Draft an email encouraging... read more

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