In a post today ( in BBC News ), discusses the government of India’s strong interest in returning to the expansion levels of yesteryear. With a former growth rate of around nine percent annually, India’s latest growth rate has been around 6.5%+ recently. Actually, 6.5% looks great compared to many countries around the world for [...]
Congratulations on Securing an Media Appearance…Now What?
An author has followed media booking protocol and has secured an appearance on a radio or TV talk show – congratulations! Just securing a slot on a radio or TV show indicates an author is on the right track. Now what? How does an author prepare for the coveted media appearance? Here are time-tested, proven answers to deliver a dynamite segment:
Radio Talk Show Interviews
Successful radio talk show interviews revolve around rapport with the talk show host and an author who is fully prepared to interact with the host and show callers. Here are seven points to keep in mind:
a) My experience is that talk show hosts will come up with an off-the-wall question or comment while the author and host are “live” on the air. An author needs to be ready with a lighthearted comeback to the host comment to keep forward momentum in the interview segment. Talk show hosts love rapid interaction, controversy and information that listeners can say “ah ha” to (encouraging people to call in). Prepare several “talking points” taken from the author’s book so an author can transition an off-the-wall comment back to focusing on the topic of the author’s book (without mentioning “the book”).
b) An author should bring three to five books to offer call-ins (promoting interactivity) and the radio station producer/talk show host. Books make a great giveaway with a high perceived value to talk show callers. Bring any fun props that are relevant to your book (e.g., I bring flamingo pens for books on The Bahamas because the flamingo is the Bahamian national bird and the pens are catchy.).
c) An author should bring bottled water to keep the throat moist. Every radio station will have water in the break room, but it is far better to bring your own.
d) An author should bring notes on what he or she wants to leave the interview having accomplished. Does an author want listeners to go to their website? Come to an event in the radio station locale? It is an unspoken rule that the talk show host will announce the author’s website and contact information at least twice (usually more) during the segment as a way of thanking the author for taking the time to be on the station.
e) If an author is in the studio for an interview, count on wearing a headset to listen and speaking close to the microphone to be heard (two marks of an interview veteran). Wear comfortable clothing with emphasis on being relaxed and rested.
f) Tip: An author should have two to three juicy tidbits to pass to listeners that require the listener to write something down. During the interview, the author says something like, “I want your listeners to get pen and paper ready because what I am about to say is a point that your listeners need to take action on now.” Then pause. The talk show host will then start talking. Come back into the conversation in 15-30 seconds with that juicy information you promised that will benefit listeners for their time with you. One successful author mentions the top three points from a valuable list of 10 points found in his book, saying that there is not enough time to go through all 10 points, but listeners can find the complete list in (name of book). If an author does this technique only once during the interview, it okay…not twice.
g) If an author is a “phoner” (being interviewed via phone call, not studio visit), go to great lengths to use a landline phone with “call waiting” disabled. There are times when an interview has to be conducted using a cell phone, but try hard to minimize any cell phone use because the audio board person in the studio has difficulty maintaining constant audio levels on your voice.
TV Talk Shows
Successful TV talk shows also revolve around positive rapport between the interviewer and the author…with a BIG emphasis on the “visual” interaction aspects. Most of the points above for a successful radio talk show interview apply to a successful TV talk show interview with these three notable changes focusing on “visual” aspects:
a) Clothing is critical. An author should be able to look at several show episodes prior to their appearance and get an idea what clothing is appropriate. Also, ask the show producer for clothing guidelines when making the appearance arrangements. Men and women should wear conservative clothing without stripes (stripes are hard to get “focus” on visually). Men and women should minimize any jewelry being worn…especially jewelry that makes noise and moves with hand or upper body movements (the microphone will pick up the “clanking” sound of jewelry and drive the control room personnel nuts!
b) TV studios have a person who can apply makeup or a “pancake mix” to on-air personnel just prior to going “live.” I highly recommend every author ask for a thin application of what I call “pancake mix” (this is what it reminds me of and TV personnel know exactly what I’m talking about) on their face and neck to prevent “shining skin.” Studio lights are bright and hot and light bounces off shiny skin.
c) Arrive at the TV studio at least 15 minutes before the show starts to relax, interact with personnel, get direction on what time your segment will be, etc. It’s so important to take time to relax and move into the mood of being upbeat, fun and informative for your segment. Try to introduce yourself to the show producer and talk show host between segments (while advertisements are running). Most TV segments are three to eight minutes.
Above all, an author should be fun, relaxed, prepared, prepared, and prepared. Four suggestions for a successful author interview common to both radio and TV talk shows prior to and after the author interview include:
a) When booking an appearance, be SURE to get a “back-office” phone number from the show producer or talk show host (these are the numbers that only station employees use) in case something unexpected occurs and you are running late, can’t leave because you’re snowed in, etc. This is common practice.
b) If the talk show segment went well for an author (And, why wouldn’t it?), ask the show producer(s) to put in a good word for you, as an author guest, on their industry bulletin boards. Talk show producers and hosts talk, talk and talk amongst themselves about guests that are great (and those who are duds).
c) Always, always send a “thank you” note immediately after the show. An author who sends a “thank you” to the station receptionist, talk show producer and talk show host within one day of an interview makes a BIG, positive impression. Ask the show producer and host to put in a good word for you, as an author guest, to fellow show producers and hosts on the Internet bulletin boards.
These points will help an author get far in the talk show interview universe. Through personal experiences, an author can tailor their appearances over time for the best results. Best of luck in becoming a successful author…
Mike McCann
Mike-at-GlobalBusinessCafe.com
From Lists to Introductions
Gaining appearances on radio and TV talk shows follow an unspoken protocol between the author, show producer and talk show host (plus all supporting staff to these three individuals). Writing a book and making media appearances still follows the same step-by-step procedures created in the 90s when I began working within the media system…just the technology has changed. I will attempt to capsule steps to go from beginning to media interview here.
Every Show Has a Beginning
To pursue appearances on radio and TV talk shows matching the genre of the book an author is “promoting,” an author needs to peruse professionally-produced talk show lists (duplicated from previous article in “sources” below). When creating three separate lists for each of radio and TV: “local” (i.e., stations that broadcast to a specific community/city), “regional” (i.e., stations that reach an audience in multiple cities, partial state or up to five states) and “national” (i.e., broadcasts that reach at least 48 states, plus).
Until an author gets their “feet wet” with media interviews, focus on local shows in the beginning. The “ramp up” time for working out an author’s interview hits and misses is different for every author, so there is no timeline that fits everyone…every author can sense when they have the interview foundations down and ready to go to the next geographic level.
For each of the matching local talk shows an author has noted on the professional media lists, develop a simple database in order to keep contact information history for each station. Fields that are critical to this database are: talk show host name, producer(s) name, time of show (with time zone noted), address, phone, city, state, zip of station and section to keep notes of EVERY time the author (or a station representative) converses. The reason the “notes” section is so important is because some show producers want an author for an immediate appearance and other show producers may not invite an author for more than two years…keeping accurate contact notes shows an author is a professional.
Once an author has a database template ready, phone each station of interest:
a) Update the station name, address, host name, producer(s) name – yes, these personnel fields change often and an author doesn’t want to ask to speak with a person on a list that has not been at the station for six months.
b) Within two weeks after you have update the contact information, call and ask to speak with the show producer. Important: time your call for 15 minutes after the end of that particular radio or TV show…producers are very busy before and during the show, so calling before or during the show will mark an author as a novice. Keep in mind that show producers are grading everything about an author from the moment of first contact to see who passes (gets an invitation) and who fails (no invitation to the show) their subjective, protocol tests.
c) When connected to the producer’s phone, do leave a voicemail that is no longer than 20 seconds. Yes, 20 seconds is very short…producers recognize succinct and brief messages above all other laborious messages. An author needs to have a “voice mail message” scripted (but, sound natural) so the message flows quick and to the point. Many producers and talk show hosts deliberately let all calls go to voice mail so they can “listen” to the author on the phone and decide if this person “sounds” like they have the right personality for their show.
d) When connected to a producer personally, briefly introduce yourself, mention you are a resource on a subject that matches the show audience interest (cooking show, business show…), you are an author and willing to e-mail a link to your online media kit immediately, if requested. Producers are usually receptive to authors who are prepared ahead of the call with these talking points and able to quickly get the message out. Follow the lead of the producer from the “introduction” and acknowledge the producer is very busy and you will be very brief.
Gaining an audience on a show an author has an interest in is a lesson in patience. If an author has material that matches a “hot story,” booking a show can be the same day. If an author has “evergreen” material that can be used 365 days a year, it may be up to 730 days (two years+) before a producer extends an invitation…that’s okay.
Hint: talk show hosts and producers are particularly susceptible to author solicitations one week before a national American holiday. Why? Many public relations personnel and authors slack off their contact of media outlets around national holidays and a guest may cancel, get sick, get stuck at an airport, etc….creating an opportunity for a creative author to make a last-minute appearance the week before or week after a national holiday. Seize this opportunity and call your “A-list” ten to two days before a national holiday.
In my next “how to write a book” article, I will cover protocol for an author once a producer extends an invitation for appearing on a talk show. Stay tuned for what schools don’t teach you about the media…
Mike McCann
Mike-at-GlobalBusinessCafe.com
Sources:
Talkers Magazine
List of Talk Show Hosts on Wikipedia (good place to go to other websites)