by
Marsha Friedman
EMSI
Talk
radio is a great avenue for getting your message in front of a wide
audience. With such an abundance of shows airing on terrestrial
stations, online stations and satellite radio, and covering such a wide
range of topics, you're sure to find many that will be a good match for
your message.
So how do you get on the air? Here are six tips designed to get you
talking:
1. Tie Your Message to Current Hot News. First and foremost, you
need to follow the news. What are people talking about? What is the media
saying? What's the buzz? Keeping up with the news is important because
talk radio is all about current events. 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. As you follow the hottest stories in the news, think
of ways you can relate your product or service to them. Look for
controversy or big names, big money or even relationship issues ... these
are always tantalizing topics for talk show hosts (and their listeners).
2. Never Pitch Yourself or Your Product. The pitch letter to radio
hosts and producers should focus on the issue about which you are an
expert, or the problem which your product addresses. Radio hosts are
interested in what you can do to inform and entertain their listeners, not
what the host can do for you. Your credibility and expertise in your field
is important, but it's secondary to the topic you'll be discussing. Pitch
the segment, not yourself, and you'll be on the same page as the host.
3. Write a Kick-Ass Pitch. The quality of your pitch will have
everything to do with your success in getting booked as a talk radio
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 5 to 10 questions you'd like the host to ask
you and a short, but impressive bio.
4. Find Contact Info for Shows. These days most stations have
websites listing all their shows. Look for a "Contact Us" page --
in many cases the email address and phone number for the show producers
will be right on that page. If that doesn't produce results, find the
station's phone number on their website and call them, explaining that you
would like to contact the show's producer to suggest a segment. Ask them
for an email address and the best phone number for following up -- they
will give this to you since this is how producers find guests and content
for shows.
5. Personalize and Send Your Pitch. Do not send your pitch as an
attachment to your email message -- copy the pitch right into the body of
the email instead. At the top, add a very brief note to the producer or
host (sometimes they are one and the same) to introduce your pitch. Your
introduction should tell the producer why you think your topic would be a
great fit for a show or why you think the audience would be interested
in what you have to say. Producers are far more likely to respond
favorably to your proposal when it shows you've done your
homework.
6. Follow Up After You Send Your Pitch. After you email your pitch,
call the producer to ask if it was received, or there are any questions. If you
get the producer on the phone, this is your opportunity to expand on your pitch and
really sell what a great show it would be and how much it would
interest the audience.
I know I've given you a lot to chew on, but if you truly do each of these
steps it will get you and your message on the air!
For 20 years
Marsha Friedman has been a leading authority on public
relations as CEO of
EMSI. Go to www.emsincoporated.com
to signup for her free PR Insider Newsletter today! Or call at
727-443-7115, ext. 202, or email mfriedman@emsincorporated.com
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