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.

Successful non-fiction authors know a secret.

They know that when it comes to achieving success with a book, it’s not just about literary talent, or even the cleverness of the topic or message. They know that – unlike the movie Field of Dreams, where all Kevin Costner had to do was build a baseball diamond and the fans magically would come – just getting a book published does not guarantee anyone will hear about it, let alone buy it.

What they know is that getting interviewed on talk radio shows is one of the best ways to become known and get their message heard by a wide audience. In fact, talk radio is more popular than ever, and with the increases in specialty programming that cover a wide gamut of topics, there is more opportunity than ever to become a talk show guest!

And let’s face it, what better way is there to:

• Kick off a coast-to-coast publicity campaign in less than three weeks
• Create promotional “buzz” for your book at the grassroots level
• Reach America’s greatest cities – Boston to LA – from the comfort and convenience of your own home
• Talk directly to your target markets

Sounds great, but how do you make this happen? How do you get a talk show host to invite you to be a guest? Having arranged talk show interviews for clients for twenty years, I know the precise formula for successfully hitting the talk radio circuit, so let me share some tips with you.

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? This is important because talk radio is all about current events. Current events in politics, business, the economy, sports, weather, health, culture. And when you know what’s current, you can package your message to fit the news, making you an attractive guest for a talk show. You need to scan the network and cable news channels, the newspapers, look at news Web sites, and, most importantly, monitor the talk radio landscape. Take time to listen to a few local and national talk shows, and get a feel for what the public is talking about.

2. Tie-Ins to the News

A critical step is “packaging” your message. As you follow the hottest stories in the news, think of ways you can tie the message of your book into them. Look for controversy or big names, big money, health, or even relationship issues. These are always tantalizing topics for many talk show hosts and their listeners. I’ll give you an example, because this step is a hard one for many people. I had a client who’d written a book about the causes of bad breath. Yes, bad breath. With a little help, that client became a popular guest on radio and TV talk shows about dating, first impressions (like job interviews), holiday menus and entertaining…you get the picture.

3. Pitch Your Topic, Not Your Book

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 for your book. So, when pitching to hosts and producers, put the emphasis on the issue you want to talk about on the air, rather than on your book. The fact that you’ve authored a book gives you credibility “currency,” so spend it wisely when pitching your cause. And when you’re on the air, there will be plenty of opportunity to plug your book during the interview.

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 your press release has everything to do with getting booked as a talk show guest. 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.

5. Be Prepared For Your Interview

Before you go on the air, make a list of all the questions you think your host might ask. Come up with the answers you want to give on the air and then…practice! Enlist the aid of a friend to help you prepare, and ask that person to play the part of the host, while you answer the various questions. The more time you spend doing this step, the more comfortable you will be during the actual interview. And very important: don’t read your answers! Just talk to your “host” like you would talk during a meeting with a business associate.

6. Be Relaxed, Friendly and Informative On the Air

Even if the host asks a tricky question – stay calm! Make sure your responses are thoughtful, insightful and entertaining. And above all, your comments should highlight your expertise on the show’s topic. You’re on the show because you have positioned yourself as the “go-to” person on the subject, so share your expertise with the host and his audience. Don’t answer each of your host’s questions with a plug for your book, but you do want to find (or create) a few openings where you can segue into the fact that “…your book addresses that very issue, etc.”

7. Make the Host Look Good!

Make every effort to make your host look good, and thank him for having you on the show! Don’t forget that it really is the host’s show…it’s his livelihood, his career, and will continue to be long after your 20 minutes are up. The interest and approval of the audience are very important to every talk show host – he’s there to inform and entertain. So help him do well, and in most cases he will help you shine also…and be interested in having you back on the air.

I know I’ve given you a lot to chew on, but if you truly do each of these steps it can be a rocket ride to success.

And if you need some help, let us know…it’s what we do, and we can do it for you!

Per day.

So, with competition like that, how do you make the most of your PR campaign and not get lost in the shuffle?

Well, the first step is to look at your message and ask yourself a few pointed questions. Is it newsworthy? Is it consumer related? Could it have a local twist? Is there a visual aspect to it? Is it a topic I can have a long conversation about? What age group am I targeting? Is there an income bracket I’m targeting?

With these questions and answers in mind, let’s take a look at the different traditional media to see which fits your product or service best.

Television Interviews

Whether it is a morning, noon or evening newscast, TV communicates to its audience through pictures. It’s all visual. A producer is looking for something camera-worthy that’s also newsworthy, entertaining, informative, or a “how-to.” If you don’t think your message can be visual, think again.

We once had a life insurance agency as a client, and they wanted us to arrange local and national TV appearances for their CEO. The headline for our pitch was “Can You Afford To Survive Without Your Spouse?” and the interview discussion was about the need for women and children to be protected financially after the death of the family’s breadwinner.

As a visual for TV, we had our client prepare big, attractive graphs showing the mortality rates of women versus men, which told a powerful story. It wound up being a very successful interview for our client as well as the media.

Each newscast, believe it or not, is written specifically for a targeted audience based on age, profession and income. For instance, early morning news shows are usually watched by working adults and families getting ready for school. Noon shows are aimed at stay-at-home moms and retirees. Late night news is usually targeted toward younger business people.

Talk Radio

Radio talk shows, in contrast to TV, communicate through words rather than pictures. It’s conversational, so your message should lend itself to a discussion about the problem your product or service can address.

Like TV, radio talk shows vary from morning to night. Morning shows, as you might suspect, generally have shorter interviews during “drive time.” With news, weather, sports and traffic, talk show hosts don’t have time for 30-minute interviews.

Midday shows now run the gamut of topics since so many people listen to the radio at work. Today you’ll even find many business shows airing during the work hours.

After work is the second “drive time” of the day. Listeners are more relaxed at that time, and it’s more conducive to a longer interview.

And don’t discount those overnight shows. Think no one’s listening? You’d be wrong. Evening and overnight interviews reach a broad audience, including second and third shift workers, public service employees, truckers and many people who work through the night.

Getting Yourself in Print

Magazines and newspapers are similar to radio and TV in that they’re looking for the newsworthy, the entertaining and the informative as well. Providing valuable information for a publication’s readers, especially in the form of tips, can often land placement. As well, certain segments of the print media also like visuals.

For example, if you’re pitching your interior design firm or custom jewelry collection, send photos with your pitch. Or, if you have a cook book, make sure to include a photo of a delectable dish. Whenever appropriate, photos can help you make the grade.

And As to the Press Release

As your press release is the key to opening the media’s door, create one that specifically targets the media you’ve selected as the best fit. Make sure your headline is enticing and attention-grabbing and that the text elaborates on the subject matter. Be sure to include a clear summary of what the interview would be about and a short but impressive bio or company profile. We have found that a couple of well-chosen juicy or provocative quotes can really add “punch” as well.

Have fun, get creative and persist!

If we use the 1990′s as a reference point (and all of you radio pros from that era will back me up on this) the landscape of talk radio has most definitely changed from then until now. In the 90′s the average time allotted for a guest interview was anywhere from 45 to 60 minutes and most of the interviews took place in-studio.

Today if you want to find a 45 to 60 minute interview you have to focus on smaller markets (and/or smaller stations in big markets). Why? It all comes down to format. Today, the format for guest interviews in top markets can be as short as 3 to 5 minutes and as long as 10-15 minutes. So the same major market talk show that used to have one guest per hour will now how 3-5 guests in one hour!

Also, say goodbye to in-studio interviews. Most hosts today don’t want guests coming to the studio. Now with shorter interviews, having to meet and greet an in-studio guest can be an unnecessary distraction, not only for the hosts but for other employees at the station as well. And, where quality of sound used to be a factor, we’ve seen enough technological advances in equipment that phone interviews now sound far superior to those of the earlier days.

Ok, so things have changed. But it isn’t necessarily for the worst. Any opportunity to be a guest on a radio show is an opportunity you want to take advantage of – regardless of the amount of airtime, the size of the market or the power of the radio station!

For years I have told my clients about the power of radio, and have watched many campaigns produce fantastic results. Here are just a few helpful tips I share with my clients about the value of talk radio and how to maximize these opportunities to connect with their audience.

Work With However Many Minutes You Have on the Air!

Be careful not to fall into the negative mindset about short interviews. Even if your interview only lasts say 10 minutes, these are 10 very valuable minutes of airtime…just learn how to maximize it!

• Develop those Sound Bites. If you only have 10 minutes to talk about your product or service you just need to develop your message so that it’s concise and will grab the audience’s attention. The secret for doing this is to make every word count in being able to communicate your message.
• Know Your Message and Stay On it. Figure out what your key message is and stick with it! You don’t have time to be thrown off topic by the host or caller. When that happens, your job is to briefly acknowledge what was said and bring the conversation back to your message. It can be done as politely as, “…yes, that’s a good point, but…” (the rest of your answer would be your message). This kind of response allows you to keep your manners in so that the host doesn’t feel like you’ve ignored his comment, but at the same time, you’re in control of the communication and able to get your point across.
• Know the Host and the Show. If the show is simulcast on the internet, take the time to listen to it before your interview. This will allow you to get a feel for the overall tone of the show and host and how he or she communicates with guests and callers. It will also give you a feel for the pace of the show. Then when it comes time for your interview, you’ll know what’s expected of you as a guest and you’ll be able to stay in stride. I promise you, the host will appreciate that you’re keeping the same pace and tone as he or she is! The benefit to you? The more the host likes you the more inclined they will be to promote your product or service for you!

Bottom line? Advertisers pay hundreds of dollars for a single minute of time on the air. So, a 10 minute interview is very valuable and can be worth thousands of dollars in advertising time!

Only Want a Long Interview? Ditch the Major Markets!

If you only want longer interviews, then look to smaller markets. If you are not sold on the benefits of these seemingly lesser markets, let me share some terrific facts about these rough diamonds:

• Get Your Feet Wet: Interviews in smaller markets give you the opportunity to gain experience as a radio guest providing terrific insight as to the workings and rhythm of talk radio.
• Fine Tune: Knowing your message and knowing the right way to communicate it are two different things. These interviews allow you to test your messages and identify which ones resonate best with the host and listeners.
• Question Time: As a standard rule in talk radio, you always want to provide hosts with sample questions to ask you – as the host won’t always have the time or discipline to study your topic prior to speaking with you. But, after doing a number of small market interviews you’ll know which questions present the best opportunity for communicating your message and keeping listeners tuned into the show!
• …and a higher concentration of listeners!

Yes, it’s true. In smaller markets, there just aren’t as many stations to choose from as in the larger markets. So, what’s the benefit of this for you? Well, simply put, less choice of stations means listeners aren’t able to do as much channel surfing. Think about it: in Gainesville, Florida there are 3 stations that have a talk show format whereas in San Francisco, California there are 10. So even though the population in Gainesville is minute compared to the population of SF – it’s very feasible to have a larger audience listening to your interview in Gainesville, than the one you conduct in San Francisco. It’s the channel surfing factor at play. In smaller markets listeners have less choice of talk stations to listen to and so they tend to have favorite stations and hosts they often view as a trusted advisor or friend. So being on a small market show with dedicated listeners and a host who endorses your product or service, can be far more impacting on your sales.

Not In-studio – Not a Problem!

With in-studio interviews you have to:

• Schedule time off from work;
• Be away from your family;
• Spend time and money on travel (planes, trains and automobiles…remember?);
• Incur cost of hotels and meals while on the road.

And what if you arrive at the station and there’s hot, late breaking news and the show cancels or the interview goes short? Yikes! There goes your time and money down the drain. What a waste!

Radio phone interviews are so much more beneficial for you. Travelling isn’t necessary! Time of day is no longer an issue. For example, if you have an interview on a popular overnight show, you can still do it, but from the comfort of your bed! Just imagine, talking to people all over the country while lounging in your pajamas!

And what about those interviews during office hours? Are you a busy executive? You can integrate radio phone interviews into your work-day, around client meetings, staff briefings or in-between those important reports you’re on deadline to get done. You can even coordinate radio interviews when you’re traveling on business. We’ve had clients conduct live interviews from airports and even abroad on an overseas business trip!

Yes, in-studio interviews are great for establishing camaraderie between you and the host – but that same camaraderie can be created with phone interviews. It just requires that you become more adept at your communication skills so that your ability to have a quality communication isn’t hindered simply because the person isn’t sitting in front of you!

The Take Away…

Even though the face of radio has changed, in many ways it has leaned toward your advantage.

Successful CEOs know a secret.

They know that when it comes to getting real marketing traction for launching a new product or service, it’s not just about advertising. They know that – unlike the movie Field of Dreams, where all Kevin Costner had to do was build a baseball diamond and the fans magically would come – just putting a new product on the shelf does not guarantee anyone will hear about it, let alone buy it.

What they know is that getting interviewed on talk radio shows is one of the best ways for their products and services to become known by a wide audience. In fact, talk radio is more popular than ever, and with the increases in specialty programming that cover a wide gamut of topics, there is more opportunity than ever to become a talk show guest.

And let’s face it, what better way is there to:

• Kick off a coast-to-coast publicity campaign in less than three weeks
• Create promotional “buzz” for your products or services at the grassroot level
• Reach America’s greatest cities – Boston to LA – from the comfort and convenience of your own home or office
• Talk directly to consumers in your target markets

Sounds great, but how do you make this happen? How do you get a talk show host to invite you to be a guest? Having arranged talk show interviews for clients for twenty years, I know the precise formula for successfully hitting the talk radio circuit, so let me share some tips with you.

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? This is important because talk radio is all about current events. Current events in politics, business, the economy, sports, weather, health, culture. And when you know what’s current, you can package your message to fit the news, making you an attractive guest for a talk show. You need to scan the network and cable news channels, the newspapers, look at news Web sites, and, most importantly, monitor the talk radio landscape. Take time to listen to a few local and national talk shows, and get a feel for what the public is talking about.

2. Tie-Ins to the News

A critical step is “packaging” your message. As you follow the hottest stories in the news, think of ways you can tie your products or services into them. Look for controversy or big names, big money, health, or even relationship issues. These are always tantalizing topics for many talk show hosts and their listeners. I’ll give you an example, because this step is a hard one for many people. I had a client who’d created a line of oral hygiene products that addressed the causes of bad breath. Yes, bad breath. With a little help, that client became a popular guest on radio and TV talk shows about dating, first impressions (like job interviews), holiday menus and entertaining…you get the picture.

3. Pitch Your Topic, Not Your Product

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 for your company. So, when pitching to hosts and producers, put the emphasis on the issue you want to talk about on the air, rather than on your product or service. And when you’re on the air, there will be plenty of opportunity to plug your products during the interview.

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 your press release has everything to do with getting booked as a talk show guest. 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.

5. Be Prepared For Your Interview

Before you go on the air, make a list of all the questions you think your host might ask. Come up with the answers you want to give on the air and then…practice! Enlist the aid of a friend to help you prepare, and ask that person to play the part of the host, while you answer the various questions. The more time you spend doing this step, the more comfortable you will be during the actual interview. And very important: don’t read your answers! Just talk to your “host” like you would talk during a meeting with a business associate.

6. Be Relaxed, Friendly and Informative On the Air

Even if the host asks a tricky question – stay calm! Make sure your responses are thoughtful, insightful and entertaining. And above all, your comments should highlight your expertise on the show’s topic. You’re on the show because you have positioned yourself as the “go-to” person on the subject, so share your expertise with the host and his audience. Don’t answer each of your host’s questions with a plug for your product or service, but you do want to find (or create) a few openings where you can segue into the fact that “…your product is the solution for that very issue, etc.”

7. Make the Host Look Good!

Make every effort to make your host look good, and thank him for having you on the show! Don’t forget that it really is the host’s show…it’s his livelihood, his career, and will continue to be long after your 20 minutes are up. The interest and approval of the audience are very important to every talk show host – he’s there to inform and entertain. So help him do well, and in most cases he will help you shine also…and be interested in having you back on the air.

I know I’ve given you a lot to chew on, but if you truly do each of these steps it can be a rocket ride to success.

And if you need some help, let us know…it’s what we do, and we can do it for you!

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.