Being a guest on a radio news
program or on a radio talk show can give your business free publicity that
helps sell your products and gain name recognition for your company.
But how can you get a radio's
staff to schedule you as a talk show guest or interview you for a news
story?
Here are several tips to help you
get noticed - and interviewed often by radio reporters and talk show hosts.
Do your homework. Before you
send out a press release or call local radio stations with a story or
public service announcement you'd like aired, listen to them.
Familiarize yourself with the station's audience and informational
needs.
Target your promotional
contacts at those radio stations whose audiences are most likely to be
interested in your message or news story.
Keep your mailing lists and
contacts up-to-date. Changes in station personnel occur fairly often.
Letters addressed to individuals who left the station months (or
years) ago often wind up in the trash.
Make yourself known as a
spokesperson for an issue or organization. Because of the immediacy of
radio, newspeople have precious little time to hunt down information
sources when a story breaks.
Contact radio stations or
individual broadcasters when you have nothing special to promote and
let them know you (or your client) have expertise in a particular area
and are available to provide a local angle whenever necessary.
Ask stations about their
preferred style and length for public service announcements. And ask
who PSAs should be mailed to.
Understand what news is.
Realize your company's new widget or service will not be discussed on
the news unless it has true news value. If there might be a human
interest angle in the product or service, find out who at the various
radio stations should be contacted with feature material.
Don't waste money sending
radio stations photographs with your press releases. They will only
wind up in the garbage.
Be a good guest. Know your
material, and answer the host's questions, keeping their audience in
mind. Keep your answers on the short side, but provide enough real
information so the audience comes away feeling they've learned
something.
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