Recently, I put together a list of ideas to help people make the most of their TV interviews, so I thought this time we’d talk about radio. While they are both broadcast interviews, the experiences are vastly different, and really should be discussed separately.

However, before we discuss the best way to make the most of your radio interview, I think it’s important to examine the most common ways people trip up when they’re on radio. Radio is more conversational and free-form than television, and lacks TV’s visual cues. Those differences make it easy for you as the guest to let your guard down a bit and pay less attention to elements that are important for ensuring that the interview goes smoothly and that your message gets heard.

To be blunt, I have seen people with a good message and solid preparation blow their radio interview because they were unaware of some basic trade secrets.

• The Host is the Boss. Remember, the radio hosts who interview you are not just considered hosts – they are radio personalities. Their names are typically attached to their show. This is not a matter of ego or vanity…the station develops their profiles so they become local, or even national, celebrities, creating a fan base and loyal listeners. Don’t try to take over the show. Don’t try to be funnier than the host. Don’t try to wisecrack to the host, thinking that you can gain points with the audience by “busting his chops.” The host is the leader, and if he likes you, his listeners will like you, too. Your smartest strategy is to engage the host and follow his lead. If you do, the interview will be smooth, the interplay will be congenial, and the host may well ask you back. At the very least, he’ll be more sincere about promoting your book or company.
• Don’t Sell. A radio interview is not an infomercial. Infomercials cost money. If you want one, you have to pay for it. The hosts are inviting you to be a guest on their shows because they think you’ll be interesting, informative and entertaining, and add to the listening experience of their audience – so be those things. If you mention your book or company or Web site every three minutes, the 15 minute interview you were booked for will drop to six minutes. The last thing you’ll hear is “oh, it looks like we lost the call – we’ll try to get them back, but in the meantime, it looks like Charlie Sheen’s in trouble with the law again…”
• Don’t Use a Cell Phone. The easiest way to cut your interview short is to use a cell phone. Even if your provider boasts the largest network or the latest 4G technology, cell phones drop calls when land lines do not. So don’t use a cell phone, because when someone is being interviewed on the air and the call is dropped because it’s on a cell, they really don’t try calling you back, even if they sometimes say they will. They move on. Use a reliable landline to ensure you get all the time you were booked for.
• Treat Your Interview Like Coffee with a Friend. When you sit down with a friend, relative or business associate to talk about your book or your company, you’re usually relaxed, but enthusiastic about your topic. You don’t push your friend or colleague to buy the book or hire your company – you’re just telling them about your latest venture. You talk about what you’re most passionate about, because you’re excited about it and you want to share your accomplishment with those you know. All those things are what work best on radio, so envision you are in a comfortable coffee shop, sharing a cup of java with the host, and do the things you’d normally do in that scenario. You’ll find your host is engaged and his audience responsive when you spend the bulk of the interview simply being yourself.

These may seem like very basic things, but in a new situation like a radio interview it’s easy to take a wrong turn. So, in between prepping your messages and adapting them to something that would make an interesting radio interview, try to remember these basic rules, and you’ll have a better chance at not only getting on the air but also staying on the air.

Click here to listen to interview.

Click here to listen to interview.

Click here to listen to interview.

Click here to listen to the interview

Let’s face it, where else can you:

• Kick-off a coast-to-coast publicity campaign in less than three weeks?
• Create promotional “buzz” for your product or service at the grass-roots level?
• Reach America’s greatest urban markets – Boston to LA – from the comfort and convenience of your own home?
• And, talk directly to customers and customers-to-be?

Many companies understand all this. They know the marketing and promotional value of appearing as a guest on talk radio. And, of course, so do we, as we’ve been arranging interviews for almost 20 years now.

And, during that time we’ve certainly learned a thing or two about the preparation that goes into booking guests on talk radio.

Let me share some tips with you:

Tip 1: Stay Current

First off, you need to follow the news. What are people talking about? What is the media saying? What’s the buzz? Why is this important? Because, in case you haven’t noticed, talk radio is all about current events. Current events in politics, in sports, weather, health, culture. So when you know what’s current, you can package your message to fit the news…making you an attractive guest for a talk show. Your job is to scan the network and cable news channels, the newspapers, look at news Websites, and, most importantly, monitor the talk radio landscape. Take time to listen to some local and/or national talk shows, hear what they’re talking about – get a feel for the rhythm of it. Most of all – get a pulse of the public listening in.

Tip 2: Tie-Ins To The News

I mentioned “packaging” your message? That’s a key. As you follow the hottest stories in the news, think of ways you can tie in your product or service to them. Look for controversy or big names, big money or even relationship issues…these are always tantalizing topics for many talk show hosts (and their listeners). Developing a good angle that’s newsworthy means you might even be able to get on the air with your product – we’ve had success doing that a number of times.

Tip 3: Pitch Your Topic

As you develop your message, keep in mind that radio hosts are interested in what you can do for their listeners, not what they can do for you. They want an interview, not an infomercial. So, when pitching to hosts and producers, put emphasis on the issue you want to talk about on the air, rather than on your product or service. There’s no need to worry…once on the air, you’ll be given plenty of opportunity to plug during the interview.

Tip 4: The Right Press Release Formula

Nothing is more important than the press release itself – it’s your key to the media’s door. The quality of our press releases have everything to do with our success in booking guests. You want to make sure your headline is enticing – it’s got to grab the media’s attention. The text of your release should elaborate on the subject matter and what the “on-air” conversation will be about. It’s always good to include a couple of juicy or provocative quotes. Also include a short, but impressive bio, and 5 to 10 questions you’d like the host to ask you.

There’s plenty more to learn about, but these few tips can help jump-start you into the world of talk radio.