The opportunity to be interviewed is getting more and more competitive, the reason is simple - a huge increase in competition every year. In today’s society almost anyone can publish a book, launch a website, or create a product in a few short weeks. Talk show hosts receive dozens of emails, calls, faxes and letters every day that are pitched for would-be guests with messages that essentially boil down to this, “PLEASE INTERVIEW ME.” Over 90% are trashed or simply go unanswered. Why?
Too many guest hopefuls use the blind shotgun approach, sending their press releases and emails to hosts whose shows are not suited to their format. For example, programs that are geared towards health and wellness topics will not bring in a guest on “how to have a successful garage sale.” Research and learn the design of the various shows. Develop relationships with the producers. The best results come from the best preparation.
Radio should always be a part of your marketing campaign; it’s a necessary tool in creating and continuing interest on your project. Be aggressive when pitching to the media, if you have an interesting book, website or business idea you’re a “supplier” of information. You take 10-20 minutes of your day, talk one-on-one with a radio host and typically you’ve reached over 75,000 listeners. Just think of the number you’d reach when you’re on a syndicated program! The opportunity is endless.
Five tips when pitching to a radio professional:
1. Localize your material as much as possible. Tell the producer how your information affects their audience, list the benefits they will receive by scheduling an interview, and explain why they should listen to what you have to share.
2. Target your contacts: Research the programs that best fit your topic. It doesn’t matter if you’re doing this yourself or if you have a PR company working for you. You’ll receive the best results if you contact programs that cover your subject matter.
3. Presenting your PITCH: Now that you know exactly whom you want to contact and what you want to say, get to the point, and fast. If you’re delivering the pitch over the phone, have a script ready - it’s so important you know what you’re going to say. Have it down to 20 seconds. If you’re sending an email, tell them exactly what the material is about. DO NOT send emails like; (Subject: New book! Author available or Subject: Interview guest available). Send emails that will grab their attention. For instance, Subject: In 150 presidential campaigns, has anything changed?
4. The Powerful Page: After an interview is scheduled, send a fax or email with the most pertinent information about you and your information. Make it easy to read, uncluttered, and include no more than five bulleted major talking points. Hosts don’t need lots of paper when they’re talking live. Other powerful points should include your website, any FREE on air give-away, and a contact number if listeners have other questions. Also include phonetic pronunciations where needed.
5. Show Appreciation: Follow up your appearance with a mailed, personally signed thank-you note. So few people do this, you’ll really stand out from the crowd. Believe me, it makes a big difference and gets noticed more today than ever. I recently was scheduling an interview with a station out of Alabama and the host of the show told me of a Christmas card she had received from the author I scheduled with her 4 months back. She was so impressed with his personal touch that we put together a series of interviews that resulted in thousands of dollars in direct sales.
Remember, it will take time to get the attention of the producers you’re targeting. Be committed to your success. In publicity it is vitality important to maximize every opportunity that presents itself. I strongly believe in personal contact with clients and media professionals, this type of relationship has proved essential in staying on track with any marketing plan.