The Do’s and Don’t of Powerful Radio Releases

Chances are that whether you are the owner, manager, or public relations director of a company you are always looking for ways to get your name into the public eye.  While advertising is a great start, enhancing your advertising with publicity creates a perfect marriage of exposure for your company. 

What is publicity?  It’s non-paid communication to promote your company in a positive light using the media.  Through publicity you build mutually beneficial relationships between your business and the public, with whom your success or failure depends. 

A great way to secure valuable publicity for your product is by becoming a guest on talk radio.  It is an exceptional vehicle to get your message out to the masses with thousands of listeners tuning in to hear what you have to say!  In the enthusiastic words of one of our clients, Dr. Cass Ingram, “Our sales have grown into millions per year from talk radio interviews alone!  Regular, consistent radio publicity really works!”

Imagine that being your testimonial!

Radio is a fantastic publicity medium, but if you are not media savvy it is difficult to know where to begin.  The best place to start your publicity initiative is by writing one of the best marketing tools available: the press release.

When it comes to press releases most people believe they just can write one, email it to a radio station and sit back and wait for the avalanche of phone calls.  But as time passes and no producers are beating down their door, they make a few phone calls to the producers and hosts only to discover that no one even read the release in the first place.  So, all of that time and work goes down the drain bringing you back to square one   By delivering a solid and compelling radio press release you can end this vicious cycle of disappointment.

Getting Started

The most challenging part of writing anything is getting started.  Looking at a blank page with a head full of ideas can be frustrating.  Which one do I use?  Which one will get the response that I need?   

To get started on your radio press release, think about who you will be pitching your show to.  Ultimately your show is being pitched to radio hosts and producers who are inundated with press releases and phone calls every day.  They are looking for the hottest show ideas that their listeners will enjoy. 

So, come up with a show idea.  Easy?  Well not necessarily easy, but it is your chance to flex those creative muscles.  Think about how you can tie your product and message to something that a producer or host would deem newsworthy.  Think outside the box a bit…some of the best radio show ideas live there! 

Now that you have your show idea there is something else to consider: why should they listen to me and not the countless other people who seemingly know more than me on the subject?  Radio shows need expert, not guests sharing unqualified opinions.  Remember, they can just as easily get these opinions by taking calls from their listeners.   

You are an expert and you don’t even know it!  Think about it: who knows your product and message better than you do?  You can probably talk about your product with more knowledge and enthusiasm than anyone else out there.  Later you’ll learn the press release tricks to position yourself as an expert.

Now you not only have a show idea, but you are an expert!  Well done!  Now it is time to start working on the release.  Throughout this process do not forget the following vital piece of information: THE PRESS RELEASE IS YOUR TOOL TO GET BOOKED ON RADIO SHOWS! 
 

The Five Pieces of the Press Release Puzzle

The following are the important components of a radio press release which will make your show idea come to life for producers and hosts, as well as position you ahead of the pack.

1.  Headline! Headline? HEADLINE!!!

Arguably the most important aspect of your press release, headlines are so vital that there are entire books written and seminars taught on how to construct the most effective ones.  Now, don’t let this scare you.  Writing a killer headline is definitely a skill that can be developed; all you need is a clear and concise overview of your topic.  Write down your show idea and look it over.  Now look it over again. 

What is your key message?  Is your show idea newsworthy?  Are there any well-known people that you can tie into your topic?  Do you have any impressive statistics that are relevant?  Is there anything controversial that ties directly into your subject?  The answers to these questions will help you develop a headline which is ready for increased pick-up by producers and hosts.

Your headline must communicate the topic of the show instantly in an eye-catching way.  It should not be longer than 1 sentence and will act as THE sound bite on your topic.  Now that’s a lot of weight to put on a single sentence! 

Sometimes to alleviate the weight of the headline, you may need a sub-head to support it.  If your headline gives just a taste of your show topic, then a sub-head is useful to explain it further.  When someone reads the headline and sub-head together it should immediately click what the concept of the show is.  Do this correctly and you will definitely grab some attention!

2.  Discussion Topic

This is your chance to present a concise summary of your show topic.  It should continue naturally from the headline to further expand the topic. The headline gets the attention and the discussion topic gives the reader more.  

The length should be two sentences, tops.  This forces you to present (and think about) your topic in a concise manner.  Again try to tie your topic to current events, celebrity, or controversy!  Don’t be worried about repeating yourself in the different sections of the press release.  After all, you want to get a cohesive point across!  (A great tip: try writing the Topic Summary and Headline together.  It is a great way to save time!)
 

3.  Talking Points/Questions

These are an absolute must for talk radio as they are the shaping tools that guide the host through your topic.  Funnily enough, most times the host will read directly off of the press release during the interview.  This not only makes them look knowledgeable, but it saves them heaps of time!  So why not have them read YOUR words?!

Yet again you will need to tie in current events and any controversy that will stir interest (are you tired of hearing this yet?).  Generally it is good to give no more than 10 of these conversation shapers.  If you do get your show picked up, the interviews generally last anywhere from 5 to 30 minutes…so concise is a word that you should familiarize yourself with right now! 

Remember: the more interesting the questions – the more interesting the interview!

4.  Topic Overview

This is where the traditional press release that you may have seen before resurfaces.  The reason it only appears now is because in radio you need to grab their attention quickly, something that the topic overview doesn’t.  Keep in mind that you are pitching your show topic to inundated radio producers and hosts whose time is very limited.  With hundreds of releases hitting their inbox, the more eye-catching and relevant your headline is, the more they will read on. 

Once you have gained their attention with your eye-catching headline, topic summary and talking points it is time to present the full show idea.  This is your opportunity to fully flesh out your topic to position you as an expert on the topic you are discussing.  Do not write a sales piece here – write your show!  Work your name, personal quotes and product name into the summary.  Liberally use the following to build your topic and profile:  statistics, testimonials, current news facts, professional title (which is real and honest).  Use anything that will interest the producer, host and in effect THEIR AUDIENCE!  Try to limit this to a page maximum, with an ideal range to be 4-6 paragraphs with around 4 sentences max in each one.

5.  Biography

Now this is the one element that people tend to forget, underplay or overplay.  THIS IS ABOUT YOU!  This is your chance to position yourself as the expert you are in order for your show idea to be picked up, with you in the driver’s seat.  Use your qualifications, education, career, relationships, memberships, travel history, how many dogs you have….etc.  Basically use anything that can help qualify you as an expert on the topic.  If you are writing about religion, anything that you do in your life that pertains to religion is applicable and increases your plausibility as an expert on that topic. 

A word of warning though: don’t sensationalize yourself.  By doing this you will immediately turn-off producers and hosts.  Instead, effectively communicate your achievements and expertise on the topic that you are presenting.  Simply rehashing your resume with bullet-points is an absolute “no-no”.

Don’t Forget!

·         The goal of a radio press release is to market you, the expert, and your topic to radio producers and hosts in order to get booked as a guest on their shows.  All of the sections of the release should support each other and come together to present a clear view of your show topic.  The best way to get someone to hit the delete button on your press release is by presenting them with a disjointed release that does not clearly present the topic or explain why you are an expert on the topic. 

·         Be concise at all times.  If your release is “top-heavy” it will be dumped almost immediately, most times without even a glance.  Make sure that the Headline and Topic Summary sections are top-notch, tight and straight to the point.  With radio you have the freedom to be slightly more sensational than with print.  By having an eye-catching headline and topic summary you will grab attention, and the rest of the release will feed it.  Don’t just go for eye-catching statements if they do not communicate your topic.  Be clear and get your idea across as best as you can. 

·         And guess what?  All of this hard work means nothing if your show topic is flat.  Put lots of thought into your show idea.  Think about topics that will appeal to the masses rather than a small niche market.  The broader the appeal and the more timely the subject matter, the more interesting you are to radio producers and hosts.

The radio press release is the best marketing tool to get you onto talk radio shows so you can publicize yourself and your product.  If you take your time developing your topic and put lots of thought into developing your press release you can almost guarantee that radio stations nationwide will start biting!  So get writing!

10 Reasons Why Talk Radio is the Best Promotion for Your Book!

As talk radio specialists we help our clients gain national recognition, sell books and popularize their causes. And our clients keep coming back for more. Fact is – talk radio may honestly be one of the best-kept marketing secrets there is. There are many reasons why this is true – but let me give you ten to start with:

1. THE RIGHT DEMOGRAPHICS. Every year Talkers Magazine does a research project to profile who’s listening to talk radio. And, every year their survey confirms that the talk radio listener is, “diverse, educated, attentive, active and affluent…” If this describes your book-buyer – it’s a perfect match!

2. TARGET AUDIENCE. Not only are the demographics of talk radio great – but with specialty talk shows on politics, health, relationships, lifestyles, finance, consumer advocacy, sports, etc., we can identify shows that are a perfect match for your books, once we know the audience you’re trying to reach!

3. EFFECTIVE SALES TOOL. Publicity is definitely not paid advertising. But it can be far more effective. Just ask Dr. Arnold Goldstein, well-known financial author, “The interest in our books from radio interviews has far exceeded the response we’ve seen from our advertising campaigns. Dollar-for-dollar, talk radio has shown a much better return!”

 A compelling radio interview can sell your book without the audience even realizing they’ve been sold! And, as hosts don’t want to be bombarded with phone calls with questions about your book, they’re highly motivated to frequently mention your title so that listeners will remember it when they go to their local bookstore, or on Amazon.com.  

4. THIRD PARTY ENDORSEMENT. Talk radio hosts have loyal followings – that’s how they maintain their ratings. And listeners tune in daily to hear what their favorite host is talking about. As that host is often thought of as an old friend or even a trusted advisor, when you appear as a guest on their show, listeners hear an implicit endorsement of you, your book and your message!

5. CREDIBILITY. This is a crucial ingredient in every marketing campaign – and talk radio supplies it in abundance. One of our clients told us, “…every show I’ve appeared on – the host tells his listeners about my great expertise, my many accomplishments and how proud they are to have me as a guest! Of course, the more important I am, the more important the host appears to be. As far as promotion and credibility goes – it just doesn’t get any better!”

6. TIME TO TELL YOUR WHOLE STORY. As a guest – you get not just 60 seconds, but ten to sixty minutes of quality time with a very targeted and attentive audience. You have enough time to talk about your book and, in many cases, you have a chance to answer questions from callers. It’s a perfect way to get the full message of your book heard and understood by the masses!

7. COST EFFECTIVE PROMOTION. Talk radio interviews are all done by phone. So, without ever leaving your home or office, you can have a direct and oftentimes live conversation with consumers around the country. Plus our fees for this publicity service are minuscule compared to what you’ll spend in advertising dollars to buy the same amount of air time!

8. IMMEDIATE EXPOSURE. You can be on the air within two to three weeks! And, because talk radio keeps up with changing times and topics, we can continuously create new angles for your topic that reflect current events, to keep you on the air and in the news on an ongoing basis.

9. BEST BANG FOR THE BUCK. With probably 1,000 + talk radio interviews under his belt, nutritional products spokesperson, Dr. W. Wong says, “Talk radio is the greatest way to get your message across to a large group of people at one time. There’s a captive audience during morning and evening drive times, in the middle of the day with stay-at-home moms and people in the workplace and for those folks awake late at night. It’s better, cheaper and faster than TV appearances. Without question – talk radio provides the best bang for the buck!”

10. WE CAN DELIVER THE SHOWS FOR YOU! Scheduling talk radio interviews is second-nature to us. Talk radio producers and hosts from the nation’s 100 biggest markets have come to rely on us for the steady stream of top guests they need. In fact, that’s why we’re able to schedule 50 to 100 interviews week after week.

The Hidden Values of Booksignings

MORE THAN JUST AUTOGRAPHS 

So why do it?  There are obvious benefits to doing book-signings, such as meeting prospective book-buyers in person; the market research that can only come from talking directly to your audience; the local exposure you’ll experience and the overall promotion that’s part of this entire activity ….but there are hidden benefits in doing book signings that are even more valuable than everything I’ve just mentioned!

HIDDEN VALUE #1  -  DISTRIBUTION IN EVERY MARKET

It’s a known fact that distribution is a problem for publishers of all sizes.  The reason is simple — with over 170,000 new books coming out each year, bookstores have to be very selective about the inventory of titles they choose to keep on their shelves.  But, you can use book-signing events to force your book into distribution because when a bookstore agrees to schedule a book signing, they will automatically order a significant number of copies to sell through in their store!

             
IDDEN VALUE #2  -  FREE ADVERTISING AND PROMOTION  

Let’s face it – stores are highly motivated to promote book signings, as these events are known to be a successful action for driving in customers and stimulating sales.  Book signings after all are two way streets: they draw attention to you, but you also draw attention to the store.  So promotional mailings to customers, announcements in newsletters, newspaper ads, media interviews, internet banners are all promotional actions some bookstores will take to draw attention to your arrival – priceless promotions that cost you nothing! 

 

HIDDEN VALUE #3  -  FREE MERCHANDISING

Another tool the store uses for promoting a scheduled book signing is through high profile display materials (provided by you or your publisher) that are set up at a table in front of the store, usually about a week prior to your event, with a prominent display of your book along with any other high quality promotional material you can provide them.   What great positioning for you to all those customers who walk through that store.

 
HIDDEN VALUE #4  -  WORD OF MOUTH PROMOTION

After all the advertising you do, it’s word-of-mouth marketing that will either crown or drown you.  The smart author knows this…and will try to infect bookstore employees every opportunity they can.  When authors are at book signings they have the opportunity to meet all the store employees there at the time.  Those authors smart enough to recognize the value of this opportunity will take the time to introduce themselves, shake hands, talk about their book in memorable “soundbites” and make each person feel singled out and important (as they are!). 

 
Needless to say, the next time a customer comes into the store asking for a book on your topic – they will be proud to boast about your book and that they shook your hand.

 
HIDDEN VALUE #5  -  VALUABLE MARKET KNOWLEDGE

Going through the process of scheduling and executing successful book signings can open your eyes to not only the world of retail publishing, but also the door to the secrets of your market.  You will be researching the cities that are suitable for your promotion which in turn will give you valuable marketing information.  You will find out where your book is most relevant and where the most demand may be.
 

Finding out this information will enable you to fine tune your marketing plan and target the best markets, saving not only your valuable promotional dollars but your valuable time! 

Book signings are definitely a worthwhile investment of your time as long as you understand that they are so much more than just signing autographs!  Not only are they a publicity goldmine, if executed effectively they will greatly increase your profile on a local level and create an awesome buzz.

The Five Pieces of the Press Release Puzzle

The best place to start your publicity initiative is by writing one of the best marketing tools available: the press release.

When it comes to press releases most people believe they just can write one, email it to a radio or television station and sit back and wait for the avalanche of phone calls. But as time passes and no producers are beating down their door, they make a few phone calls to the producers and hosts only to discover that no one even read the release in the first place.

The following are the important components of radio and TV press releases which will make your show idea come to life for producers and hosts, as well as position you ahead of the pack.

The Five Pieces of the Press Release Puzzle

1. Headline! Headline? HEADLINE!!!

Arguably the most important aspect of your press release, headlines are so vital that there are entire books written and seminars taught on how to construct the most effective ones. Now, don’t let this scare you. Writing a killer headline is definitely a skill that can be developed; all you need is a clear and concise overview of your topic. Write down your show idea and look it over. Now look it over again.

What is your key message? Is your show idea newsworthy? Are there any well-known people that you can tie into your topic? Do you have any impressive statistics that are relevant? Is there anything controversial that ties directly into your subject? The answers to these questions will help you develop a headline which is ready for increased attention by producers and hosts.

Your headline must communicate the topic of the show instantly in an eye-catching way. It should not be longer than 1 sentence and will act as THE sound bite on your topic. Now that’s a lot of weight to put on a single sentence!

Sometimes to alleviate the weight of the headline, you may need a sub-head to support it. If your headline gives just a taste of your show topic, then a sub-head is useful to explain it further. When someone reads the headline and sub-head together it should immediately click what the concept of the show is. Do this correctly and you will definitely grab some attention!

2. Discussion Topic

This is your chance to present a concise summary of your show topic. It should continue naturally from the headline to further expand the topic. The headline gets the attention and the discussion topic gives the reader more.

The length should be two or three sentences, tops. This forces you to present (and think about) your topic in a concise manner. Again try to tie your topic to current events, big name, big money, or controversy! Don’t be worried about repeating yourself in the different sections of the press release. After all, you want to get a cohesive point across! (A great tip: try writing the Topic Summary and Headline together. It is a great way to save time!)

3. Talking Points/Questions

These are an absolute must for radio and TV as they are the shaping tools that guide the host through your topic. Often times the host will read directly off of the press release during the interview. This not only makes them look knowledgeable, but it saves them heaps of time! So why not have them read YOUR questions so you can give very specific answers which will not only make you look knowledgeable but also make for a great interview.

Yet again you will need to tie in current events and any controversy that will stir interest (are you tired of hearing this yet?). Generally it is good to give no more than 10 of these conversation shapers. If you do get invited as a guest, your interviews will generally last anywhere from 5 to 30 minutes…so concise is a word that you should familiarize yourself with right now!

Remember: the more interesting the questions – the more interesting your interview!

4. Topic Overview

Once you have gained their attention with your eye-catching headline, topic summary and talking points it is time to present the full show idea. This is your opportunity to fully flesh out your topic to position you as an expert on the topic you are discussing. Do not write a sales piece here – write your show! Work your name, personal quotes and product name into the summary. Liberally use the following to build your topic and profile: statistics, testimonials, current news facts, professional title (which is real and honest). Use anything that will interest the producer, host and in effect THEIR AUDIENCE! Try to limit this to a page maximum, with an ideal range to be 4-6 paragraphs with around 4 sentences max in each one.

5. Biography

Now this is the one element that people tend to forget, underplay or overplay. THIS IS ABOUT YOU! This is your chance to position yourself as the expert you are in order for you to be invited as a guest. Use your qualifications, education, career, relationships, memberships, travel history, how many dogs you have….etc. Basically use anything that can help qualify you as an expert on the topic. If you are writing about religion, for example, anything that you do in your life that pertains to religion is applicable and increases your plausibility as an expert on that topic.

A word of warning though: don’t sensationalize yourself. By doing this you will immediately turn-off producers and hosts. Instead, effectively communicate your achievements and expertise on the topic that you are presenting. Simply rehashing your resume with bullet-points is an absolute “no-no”.

The press release is your marketing tool to get invited as a guest on radio and television shows. If you take your time developing exactly what your interview segment will be about and put lots of thought into developing your press release to clearly reflect that you will be more successful in getting the media attention you desire. So get writing!

WELCOME

Hello and welcome,

Thank you so much for stopping by Publicity Today with Marsha Friedman. Here you will find insider publicity tips that will help grow your business, no matter what, through using the media.

I will regularly post articles and am here to help, so please do not hesitate to get in touch with any publicity concerns you would like to address.

This is currently under construction so stay tuned for the fully functional version in the next few weeks!

Warm Regards,

Marsha Friedman

Want to Know How to Use the Power of Publicity to Your Company’s Advantage?

10 Tips on How to Be a Great Spokesperson on TV

With the increasingly rapid pace of our business world, the importance of getting your brand name regularly in front of your target market is a very real situation that all companies face. Even more difficult: actually being remembered by consumers. Every month hundreds of thousands of new companies with stacks of new products and services flood media channels – so it’s imperative to find new ways for your products to be noticed and stand out in such a crowded marketplace. Besides the obvious methods of direct mail and display advertising, many companies also choose to be featured as a guest on talk radio shows around the country or distribute their press releases to national magazines and newspapers. These are, of course, fabulous ways to gain exposure, but there is yet another vehicle which can help you harness the power of publicity – appearances on local and national Television! TV is one of the most tangible forms of media to promote your company and products to the masses. As it is a visual medium, TV enables your target market to actually see and hear why your product is of value to them. The visual you create leaves the audience with a lasting impression you just can’t make on radio or in print.

But just because you’ve been invited on as a guest, and you’re an expert on your product, does not necessarily make for good TV. In addition to having product knowledge and being a really good looking man or woman – there’s something called a “likeability factor” that involves a variety of tools you need to have, for the masses to really sit up, pay attention and buy into your message.

With this in mind, here are a few tips that will help you become the kind of guest every host wants to have on his or her show and will enable you to capitalize on this very valuable air-time.

1) Be energetic. Hosts and producers don’t want duds on their show! Have some energy and show your enthusiasm. The more engaging you appear the more interested and involved the audience will feel.

2) Be mindful of body language. If you are on-set watch out if you are notorious for tapping your feet, squirming in your chair and clenching your fists – these send the wrong message. If you always ‘talk’ with your hands, that’s okay; just don’t over-exaggerate your movements and make sure you don’t make loud sounds that could interfere with your microphone.

3) Research current news topics. Become well-versed in current affairs that relate to your topic. If the anchor asks you a question about a timely news story and you don’t know what he’s talking about it erodes your credibility, and “likeability factor” to their audience. So it’s a good idea to do a quick online news search for any stories related to your topic right before your scheduled interview. On the off chance that you are asked a question that you don’t know how to answer, be honest about it. It’s better to admit you’re not sure about something than to give out incorrect information.

4) Don’t sound rehearsed. You don’t want to sound like you’re reading from a telemarketing script. That’s a cue for viewers to simply tune out – they want to be entertained and informed, not sold to. Instead, jot down the key points you want to convey ahead of time. It’s okay to think about what your answers will be, but don’t feel as though you have to ‘learn your lines.’ Then when it’s time for the interview, focus on those talking points and always bring your answers back to your key message.

5) Don’t be wordy. Don’t try to look smarter by using words only a few will understand. No one likes listening to a pompous lecturer. People respond better when you talk like they do. So keep your message simple and easy to understand so viewers can relate to you better. Also avoid insider jargon or technical terms that the general public may not be familiar with. Keep in mind, your goal is to achieve broad appeal to a wide audience; you can’t do that if they can’t understand you.

6) Pace yourself! Remember that what you’re really doing is having a conversation. Talk at a normal pace—many people talk too fast when they feel nervous and this can be extremely distracting for viewers. Think about it, who wants to sit down with their morning coffee and tuning into their favorite morning show to watch (and listen to) an annoying motor-mouth! The best way to combat this? Actually listen to the interviewer’s questions. The host will appreciate your attentiveness and your engagement in a lively dialogue.

7) Be descriptive. Pepper your answers with descriptive words. Don’t forget that a good portion of the TV audience may not be actually watching their TV; they could be getting ready for work, watching their kids or making dinner. So appeal to their senses and help paint a picture with your words.

8). If you stumble, stutter, or slip-up during an interview, forget about it and move on. Don’t dwell on your mistakes. Don’t get flustered. Even the most experienced news anchors flub a line from time to time. It’s best to just move on instead of drawing attention to it. However, if you’ve said something that is factually incorrect, address it immediately and say something such as, “what I meant to say was…” The bottom line is stay on message and you’ll be fine – the audience understands that everybody makes mistakes.

9) Get to the point. Don’t ramble endlessly. You’ll lose your audience with long-winded answers that go on and on. We’ve all struggled to stay awake during speeches or lectures that seemed to last forever. But, in this case, viewers will simply change the channel – at which point you’ve lost a great opportunity to promote your product!

10) Convey appropriate emotions. If you’re talking about a serious topic such as cancer, terrorism or mortgage foreclosures, you shouldn’t be grinning. Likewise, if your topic is light-hearted, smile and don’t be afraid to share a chuckle with the host. Haven’t we all seen someone on TV whose facial expressions don’t match the nature of the subject? It’s disconcerting for viewers and it makes you look disingenuous. This is key for the “likeability factor”!

…and the list goes on, but this is a great start! Always remember that your intention for every interview is to enlighten the listening audience about your product or service and interest them in purchasing it. And, what happens if you’re successful? Well you may not only be invited back as an “expert” guest, but you could also drive demand into the stores where, let’s be honest, you would rather your customers be parked instead of in front of the tube!