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Eight "Insider
Tips" to Build Your Business Through Radio and TV
Interviews By Marsha Friedman Few marketers know a thing about using radio and
TV interviews to promote their products and
generate sales. Which comes as no surprise since
media interviews are among the most effective yet
least known marketing methods you could ever
use. But as good as these interviews are, they can be
made even more effective. As with most things, there are insider
techniques that can help radio and TV interview
"first-timers" do a powerful job. In fact, here are
eight: 1. Like the Boy Scouts, "Be Prepared."
Before going on, make sure you're fully prepared
with facts, figures and anecdotes to talk about
when you're on the air. Use a "cheat sheet" with
your best info. The audience can easily detect the
difference between a guest bursting with
knowledge…and one whose "knowledge well" is
quickly drying up. The latter will lose the
audience's attention and any credibility they had
been building. 2. Practice makes perfect. One of your
key challenges is staying "on-message." Radio/TV
hosts and audiences have a way of yanking you off
course. Your challenge will be to know how to keep
your on-air balance. If you're new to the media
game, consider getting a media coach. If you
already have media experience and just need to
sharpen your skill, practice mock interviews with
friends or associates. Be sure you're fully
prepared to handle ANY questions that come your
way. 3. Implement year-round
strategies. Publicity campaigns should be
viewed as a long-term commitment with the goal of
developing as much national media exposure as
possible. After all, the longer you're "out there,"
the greater the likelihood you'll be recognized by
the media as an expert in your field. 4. Conduct as many media interviews as
possible. Keep your interview pipeline
full. Talk radio interviews can be an unsurpassed
way of informing millions about your
product…without leaving the comfort of your
home or office. 5. Be available at a moment's
notice. Media appearances should be
thought of as "instant promotional opportunities,"
and you need to be available when they are. That
means day or night. Being on the air, often and at
any time, will boost your company's
visibility… and sales. 6. Sparkle on the air. Enthusiasm speaks
loud and clear. To keep the audience attentive,
you need to maintain a high level of interest
through the interview. No matter if it's your first
or hundredth. 7. Keep your audience listening. Always
remember that media is about entertainment first.
The trick, of course, is to be both informative and
entertaining. Do that and you'll often find
the host jumping in to help you promote your
message. 8. Practice your time management skills.
Key to success with media interviews is how
effective you use the time you are on the
air. A great interview&emdash;or a complete
bust&emdash;will hinge on how well you keep these
three things in mind: · Be entertaining. · Be informative. · Be educational. Radio and television interviews have proven to
be powerful marketing tools for businesses and
organizations of all sizes. By following
these eight insider tips, you will find yourself
reaping the benefits of successful radio and
television appearances. Marsha Friedman is the CEO of EMSI, a national
publicity firm specializing in media coverage since
1990. Her firm is considered to be one of the
top resources of guests for talk radio, scheduling
50 to 100 radio interviews every week as well as
arranging appearances on local and national TV and
obtaining coverage in major daily newspapers and
national magazines. For more information or to set up an interview
with Marsha Friedman for a story, please contact
Jay Wilke at 727-443-7115, ext. 223 or at
jayw@event-management.com. Thanks very much for your time, Jay Wilke Event Management Services, Inc. 1127 Grove Street Clearwater, FL. 33755 727-443-7115 ext. 223 |
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