Simple & Easy Media Tips to Getting and
By Marsha Friedman
Who doesn’t want to get the word out
about their company, service, product or book? As a publicity
expert with more than twenty years experience in the field, I have
encountered hundreds of clients who have wanted the same thing. My
answer is to appear as a guest on local radio, TV news shows and/or
gain editorial coverage in print which will enable you to get the
word out to thousands (and possibly millions) of consumers.
From my experience, here are some tips
that will help anyone get started in the race to attract attention
from the broadcast media - radio and TV.
How To Know if You Are a Good Candidate
for Radio and TV:
anyone can be a candidate for radio and TV, but if you are an author
with a consumer related message or a company with consumer-oriented
products you are a perfect fit! If you are a professional firm with
legal, financial or consumer related services this would work for
you too. With specialty radio and TV programs on law,
relationships, lifestyles, health, gardening and more, there are
definitely shows out there that can be a perfect match for your
Does Practice Make Perfect?
Oh, definitely. The professionals who are
in the media all the time make it look very easy, but actually it's
a skill. The more interviews you do, the better you get at defining
your message and honing your presentation skills. And once you do a
few radio call-in shows and speak to a few hosts, you'll find that
the questions you get are similar. Usually, there's one area of your
message that's really interesting to people and you can start to
craft your answers to respond about that area.
Where To Focus Your Pitches:
Local radio shows on the 250-watt or
1,000-watt AM stations are a great place to start. There's also
internet radio, which is becoming more popular and could be another
good way to get started.
With more radio shows going to
national programming the weekend programs are also the best place to
find radio shows that are looking for guests.
For TV go after your local morning news
programs or weekend lifestyle segments.And
there's also community-access cable, which can be relatively easy to
get on and can provide wonderful experience and a way to build up
your confidence on camera.
How to Spark Producer Interest:
Well, first, stay up on the news.
Listen to the radio, read newspapers, watch TV. That helps you
figure out what's in the news and how your message might tie in with
it. Once you have an angle or tie-in to a current news story, put
together a press release that positions you as an expert on this
issue and sells them on why they should have you as a guest.
Remember, pitch your expertise as a solution to a problem that's
making news – don’t go in with a sales angle!
Getting Prepared for the Interview:
Make sure you're fully
prepared with facts, figures, and anecdotes to talk about when
you're on the air. Make up a cheat sheet or note cards loaded with
your best information and key points. Most TV interviews are going
to be very short -- three to five minutes at most -- so you really
must know your message before you go on the air.
Do some dry runs
with a friend or business associate acting as the host, so you get
your answers down. The audience can easily detect the difference
between a guest bursting with knowledge and one whose knowledge well
is drying up. If you don't have much to say, you'll lose the
audience's attention and any credibility that you were building with
Do As Many Interviews as
no such thing as overexposure; you want to conduct as many media
interviews as you can. The more interviews that you do, the more
buzz you will build about your company, product, service or book.
And you should make yourself available at a moment's notice, if need
be. Talk radio interviews are typically done from your home or
office, so that makes it very easy. Think of media appearances as
instant promotional opportunities, and be available day or night.
Anytime you're on the air, you're going to boost your company,
product, service or book’s visibility and sales.
How To Get Invited
You need to
sparkle on air. Enthusiasm speaks loud and clear, so in order to
keep the audience attentive you need to maintain a high level of
interest throughout the interview. Remember, media is about
entertainment. So you want to be both informative and entertaining,
not boring. Do that and you'll find the host jumping in to help you
promote your message.
How to Give a Good Interview:
Eat, Sleep and Turn Off Your Phone!
It sounds obvious, but the
first thing is make sure you're really well-rested and well-fed.
Your attention isn't going to be focused if you're hungry or tired.
Also, if you're doing a radio
interview from your home or office, close yourself off in a room
where there are as few distractions as possible. Get your cell phone
out of there! Then, try and relax and be yourself. Nobody knows your
message like you do -- so you really are an expert. Have fun with
it! And don't be too hard on yourself after your first appearance.
No one goes out and bats a home run the first time at the plate. So
try to be as comfortable as possible and as prepared as you can be,
and then enjoy yourself.
Read other articles and learn more
about Marsha Friedman.
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