You do not have to hire a publicist or advertise through a booking service to promote your books on talk radio. My friend Stephen Schochet and I have been scheduling our own radio appearances for several years. Working independently, we have, between us, logged over 1,000 interviews, and we continue to sell our books, CDs, and audiotapes year in and year out.
Our system may not be right for everyone. After all, we are both pretty good amateur publicists. We know how to dangle bait and reel the stations in, and our schedules are fairly flexible. But if you feel comfortable promoting your products, will work harder for yourself than anyone else will, and are well-organized and disciplined, you may want to take advantage of our experience.
Opening Moves
For starters, we work with a comprehensive database of radio shows?one that I research and constantly update?and contact the hosts or the producers directly ourselves. Sometimes we call them. Other times we fax, and sometimes we e-mail them. There is no one magical right or wrong initial approach. Each show operates a little differently, and we often like to mix up the routine.
Regardless of how we make the initial contact, we always follow up. We never assume that the show is not interested if we do not get an immediate response. Hosts, after all, are extremely busy people, and on any given day, they are inundated with pitches from available guests from all over the country.
In fact, we often have to follow up several times. Steve once made as many as 15 calls to one show before he finally got booked. He was told (and he had heard this) that the reason the producer finally called him was precisely because he was so persistent.
Of course, you do not want to become a pest. Again, there are no hard and fast rules about how many times you may have to follow up. My feeling is that if you do not get a response after three or four attempts, just go on to the next show. Be sure to keep good records, though, of when you contacted a particular show and of the names of your contacts there. Chances are that six months or a year from now the host and/or producer will be gone, and you can always try the next host and/or producer.
Materials for a Broader List
When we fax or e-mail, we always provide the hosts with a TV Guide-like capsule description of our books, a list of questions they can ask us, a brief biographical sketch, and information on where the book is available.
I do not want to imply that many talk-show hosts are lazy, but you would be surprised how many times the hosts repeat the information verbatim. Not every host will ask the same questions you provide them, in the exact same order, but many of them will.
We also do not limit ourselves to the top 100 talk shows. Many news shows and drive-time morning shows on oldies, contemporary hits, and even country stations need to fill air space and are looking for interesting guests. These shows are not listed in the more popular media directories, but we have been able to identify them simply by calling the station and talking to the Program Director.
Operating as an Expert
We also get more interviews by positioning ourselves as experts in our fields (in our case, Hollywood) and by offering commentary and anecdotes about topics in the news. For example, even though I promote The Ultimate Hollywood Tour Book outside of California, I rarely pitch myself as an expert on L.A. sightseeing. Instead I offer to talk about breaking news stories like Robert Blake's trial, or the falsification of George Harrison's death certificate, and tie them in with the other notorious Hollywood scandals and murders that my book covers.
Similarly, after September 11, when talk radio seemed to be "all terrorism, all the time," Steve adapted and continued to get interviews by offering himself as an expert on Hollywood's response to wars and national crises. He also got Valentine's Day bookings by offering to talk about Hollywood romances, and bookings in March by talking about the stories and legends behind the Academy Awards. After a celebrity dies, he gets even more interviews by offering to tell anecdotes about that celebrity.
Once we've done an interview, we always send a "thank you" note to the host or producer. We also call the station's receptionist to provide information about the book because listeners who don't remember or didn't catch your name or your book's title may call the station for additional information. The receptionist is the first and very often the only person the listener will ever reach. You'll want to be sure this radio employee has not only your name and the book title but also your URL and ordering information.
William A. Gordon is the author of "The Ultimate Hollywood Tour Book" and the editor of "Gordon's Radio List," a list of 1,100 locally produced and nationally syndicated radio shows that interview guests. His web site is http://www.radiopublicity.net and he can be reached at http://www.radiopublicity.net. Stephen Schochet is the producer and narrator of the CDs and audiotapes "Tales of Hollywood" and "Fascinating Walt Disney" (http://www.radiopublicity.net). He can be reached at http://www.radiopublicity.net.
move in cleaning service Mundelein ..Yes, you can call a reporter.I've said it before, in... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
Managers, please take a minute and read two sentences: People... Read More
If you're trying to promote your store, but you don't... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
A PR product or service launching is a perfect way... Read More
Just think about it.If I come to believe that you... Read More
I say to business, non-profit and association managers, a key... Read More
As the practice of public relations in China continues to... Read More
Publicity is obtaining editorial coverage or features for your business.... Read More
You do not have to hire a publicist or advertise... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
You thought of it, you researched it, you wrote it.... Read More
As a manager, does your current business, non-profit or association... Read More
And here it is: public relations alters individual perception leading... Read More
Although I still believe there is a place for advertising... Read More
I don't know about you but I get really frustrated... Read More
I got the latest issue of Internet Works in the... Read More
It's not unusual for clients of service providers to insist... Read More
This guide to "SEOing" your PR efforts can help you... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
1) Establish Rapport, then get the editor/producer excited.There's not a... Read More
The public relations bar, should such a proficiency measure ever... Read More
There are many ways you can get tons of free... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
insured cleaning company Highland Park ..As a business, non-profit or association manager, occasions will arise... Read More
For some, public relations works well when their news release... Read More
The short answer is, it works best when its fundamental... Read More
Although repetition is extremely important, there are times when advertising... Read More
One big mistake that many marketing-minded financial planners make when... Read More
Media kits include a combination of information whether created for... Read More
Andrew Bogut, the Australian basketballer is now officially in the... Read More
You are in business for yourself, but how well do... Read More
When a reporter is wowed, intrigued, surprised or captivated by... Read More
What you are about to read is a step by... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
Even after a nice piece in a national publication, or... Read More
You are a senior business, non-profit or association manager. So,... Read More
It behooves you to know and remember the names of... Read More
Why, public relations that stays true to its fundamental premise,... Read More
I define public relations failure this way:key audience perceptions are... Read More
Once upon a time, there was a young, stressed out... Read More
Fiercely combative business, non-profit and association managers use every PR... Read More
That big story the media pursue each day is what... Read More
I mean public relations that presumes from the get-go that... Read More
When starting a successful business venture or launching a new... Read More
The public relations goal and strategy make sense; the message... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
Press releases are one of the most cost-effective ways to... Read More
One of the most misunderstood and most underutilized promotional tools... Read More
Public Relations |