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Interviews And Appearances On Local Radio And TV Talk And Interview Shows

Sometimes the organization of a special event can help you get an interview or arrange an appearance on a local radio or TV talk show, but any PR contacts or arrangements can also be made irrespective of this. The key criterion the radio or TV people will be considering is whether you will be an interesting, informative, or entertaining guest with something to say that will be of interest to listeners or viewers. You may be able to plug your event in the course of the interview or appearance if this is scheduled close enough in time before your event for this to make sense. But otherwise, you can just use the interview or appearance to provide a more general plug for your company or product. In some cases, the hosts will permit you to give out specific information over the air about where any event is, how they can buy the product, and your address or phone number. But in other shows, you won't be able to do this. The best you can hope for is a general mention about the name of your company and product and the city where you are located, so people who do some research can obtain your phone number and call you. In some cases, the station will keep your name, address, and sign-up location or ordering information at the station for a day or two to give this out to callers. When you or your assistant sets up the arrangements, check about what you can do, so you can be prepared to do any on-air plugs you can, or have a brief write-up of what the receptionist should take callers, so you can give this to the station.

Thus, your release to talk or interview shows should feature the interest of the topic you want to talk about with a catchy hook or angle to attract attention, rather than focusing on the news value of any promotional event. In fact, you may get more mileage out of linking your press release to the talks you are doing to groups than to product promotional events, which might be perceived as too commercial for these shows.

Some possibilities might be tying what you are talking about or what your product does to interesting events in the current news or current issues of controversy. Some examples might be trends in health, if you are marketing a health product, controversies about nutrition if you are marketing a food product, and so forth.

You'll see an example of such a release which a publicist for one of my books uses to set up speaking engagements for me with radio and TV hosts. At the time, the Donald Trump-Ivana Trump split was big news, and I had just written a book about resolving conflict, so the publi-cist sought to tie in my book with this issue and show how I might be able to talk as an authority on this topic as well as on conflict generally. The result, from a mailing to about three dozen top shows in San Francisco and Los Angeles, was about a dozen appearances, including one TV interview, and a few half-hour radio interviews, as well as shorter spots.

In this case, some backup material to give you credibility is helpful, including a biography, list of previous radio or TV shows you might have done, suggested questions your host might ask and capsule answers, and also a photo if this is for a TV appearance. In addition, you might also mention the availability of a sample audiotape or videotape, in case the person arranging the show wants to see this. You also might include a brief cover letter, highlighting what's in the press release and what else you are including in the mailing, although the letter is not necessary. It's best not to be your own contact person when you do this. Use an assistant or make up a name; you have more credibility and will be taken more seriously when someone else is setting up your PR for you. It sounds odd and undermines your credibility if you appear to be promoting yourself and "tooting your own horn."

This press material should all be sent to the show's producer—who is not necessarily or usually the host of the show. In fact, in the larger shows, the producer is almost never the host. Since both shows and show producers change quite regularly in this business, make sure your lists are current, and if you don't get your list from someone in the field or a PR service that provides regular updates, call the local radio or TV stations yourself to find out current shows and producers. There will only be a few local stations and a relatively small number of radio stations, so this shouldn't be too difficult.

Then, ask the receptionist for the current information, so you can send a press packet to the appropriate person.

Contact: Sue Avila

AVAILABLE May 21-22
(916) 444-5150


HOW IVANA TRUMP CAN SAVE HER MARRIAGE—
OR AT LEAST HER $2.5 BILLION

The possibilities for conflict are endless—from husbands and wives like Donald and Ivana Trump, to corporations like Apple Computer and Microsoft, to countries like Russia and Lithuania—whenever human relationships are involved.

"Almost anything can lead to conflict," says Qini Graham Scott, Ph.D., author of Resolving Conflict, "failures to communicate, misunderstandings/ lies that get discovered, competition and discussion which escalate into hostile encounters. The key is not to avoid conflict, but to manage it."

Dr. Scott describes five styles of managing conflict: competition, accommodation, compromise, collaboration, and avoidance. "No style is better than another and all are appropriate at different times," she says. "For example, Ivana Trump is effectively using the competitive style to gain public support. Lithuania, on the other hand, needs to compromise or collaborate in order to gain their independence because Gorbachev needs a face-saving, diplomatic way to let them go."

Let Gini Graham Scott inform your audience about how to resolve the conflicts in their lives.

Additionally, be sure the radio and TV stations you contact do in fact have talk or interview shows. If they don't— say if they just do music or news or are a foreign language station—there's no point wasting your energy and money sending them information. That's why zeroing in on the names of particular shows and producers will help you do this efficiently.

Since these talk and interview shows aren't tied to particular events, you can send these packets out anytime these are ready. However, if you do want to try for scheduling around the time of a particular event, allow two to six weeks lead time for scheduling. Generally, scheduling will be arranged more quickly on radio and at the smaller shows (more like about two to three weeks) and take longer with the larger shows and on TV. Yet the media are always very unpredictable, and you may find, due to a sudden cancellation or hot topic in the news, someone may call you and want you to be on the show within days. On the other hand, you may not hear anything for months, and all of a sudden, someone pulls your packet out of the file and wants you.

In any event, do plan on some follow-up for these packets—about four to seven days after you send them out When you do, have whoever has been listed as the contact on the press release do so—or use the same fictitious name yourself if you have done this. Just don't sound like you are doing your own PR, though if the producer or assistant producer or host should subsequently want to talk to you, be ready to do so. (And if you are pretending to be your own PR person in doing this, wait a couple of days if you can, or at least a few hours, so whoever is arranging the show with you won't recognize your voice.) In many cases, you may find that the show host or producer will want to do a preinterview with you over the phone to ask you some questions and get your response, to both make sure you will be an interesting guest and (assuming you passed this test) to help prepare for the interview.

As for your interview or appearance itself, be prepared with a general idea of the main points you want to make, so you can work these ideas into the conversation. Also, expect to say whatever you do briefly—commonly, on TV, they like you to be able to talk in 15- to 50-second sound bites, so the conversation flows quickly, and in radio too, there is an emphasis on brevity. Again, the 15- to 50-second reply is a good guideline, although on radio you will commonly have more leeway, particularly on the longer format shows, where the interview will go into more depth. But on many of the most popular shows, you will only have a few minutes between commercials, so you have to pack a few questions and answers into that.

It is also helpful to find out from the producer or host how much time you will have on the program—15 minutes, 20 minutes; two 4-minute segments—so you can plan accordingly.

Then, when you set up the program, see if you can get a copy of the tape or video or make your own arrangements to have someone record it. Commonly, radio stations will be glad to give you a copy, though they may ask you to bring your own blank tape. Some TV stations will be willing, especially the smaller ones, though again, you may need to provide your own cassette. However, the larger shows often will not do this, so you have to make your own arrangements. The cheapest way is to set up your own VCR to record at the time you will do the interview or have a friend do this for you. However, there are also videotaping services which will not only tape your program but give you a copy with the commercials and other interviews on the show edited out, so the focus is on you. (The cost of this will be around $100.) If you plan to do a series of shows, the service can do a series of air clips for you on the same tape, and there may be a slightly reduced price for combining all these clips together.

The advantage of getting these tapes, of course, is you can use them to build credibility and help you get future bookings. Also, as you build up a collection of these, you can combine the highlights from a series of tapes to create a collage of appearances and interviews, which is what many professionals do in making a presentation audio- or videotape.

 


 

 

 

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TITLE: Network Marketing

Network Marketing Category: Network Marketing

Shopping Mall: Network Marketing

Network Marketing Topics: Network Marketing