A radio interview is a great way to help you increase your value, visibility and income. It allows you to reach your target audience and helps you build a presence and credibility in your industry. And it’s everywhere! Even the smallest communities will have a local radio station, not to mention the hundreds of radio stations licensed to high schools, colleges and universities. They are great places to catch the local flavor and get some extra free publicity. Plus radio is a 24-hour-a-day, seven-day-a-week medium. In fact, most radio stations never sign off and now, with the world-wide-web, there are even Web-based radio stations! What that means is someone out there is always listening.
As you begin thinking about using radio to promote you, your product, or your business, you must start considering the various formats available on the radio. Put yourself in the mindset of someone who would benefit from what you’re selling and consider what type of format might appeal to him or her. The various programs are all designed with a specific listener in mind. Program directors try to get a feel for their listeners by considering criteria such as age, ethnicity and even background. Then they determine the interests of people who fall into those various categories and program accordingly.
When you consider which radio stations to target, your job becomes that of a program director. You must first determine whether the format is right for your audience and compatible with your message. You have the implicit responsibility to research, learn and understand as much as possible about your targeted radio stations. The best way to begin the research is to listen to the station, tune in to their specific programs and learn how others are reaching the audience.
- Become familiar with the station’s programming.
Spend some time listening to each radio station to give you’re a better feel for what will be expected of you. It will also give you an idea of how interviews are conducted. For example, if interviews are done in a fast-paced, confrontational manner and that style makes you uncomfortable, you might want to find another radio station.
- Remember that not every radio station’s format contains interview segments.
If this is the case, don’t waste their time and your money sending materials for their consideration. The beginning of your research must include an understanding of the format of each radio station.
- Consider whether your subject matter is appropriate for the program.
Try to gain an understanding of the audience’s interests. You’ll save time and energy by researching audience demographics.
Resources available for researching a radio program include:
- Web sites and other Internet resources
- Media guides (such as Bacon’s) available at libraries
- Public relations departments at the radio station
If you don’t have access to media guides, directories or the Internet, you can always call the station to get the information you need. In my experience, the receptionist at many radio stations is often the best-informed employee. Gather as much information as you can before you decide to make a pitch to the show’s producer.
Once you’ve completed your research and feel confident about your knowledge of the show, prepare for your initial contact. You only have one change to make a first impression, and preparation is the best way to make the most of that encounter. The more information you can gather about the radio station and the producer/host, the less stressful the initial contact will be.
In general terms, there are three different ways to go about getting radio interviews.
- Hire a public relations firm.
If you decide to go this route, you can expect to pay $2,000 to $10,000 per month as a retainer fee. PR firms can be very effective at getting your booked on radio shows, but if you haven’t go the money to spare, this choice just won’t work for you.
- Pay to be listed in a guest resource publication.
Many show producers do use guides to locate guests, so it might seem like a good idea. But, you must remember, these listings are expensive and don’t guarantee any response.
- Contact the producers yourself
You can and should be the publicist and primary spokesperson for your message if you are professional about it. Remember, no one knows you or your topic better than you do, and you are clearly your best resource for presenting who you are and what you can offer the audience.
When dealing with radio producers, be ready to sell yourself! You have to pique their interest and convince them at you would be the perfect guest to appear on their program. |
