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 [...]
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)
Alex Carroll’s Radio Publicity Resources
Tags: author, how to write a book, radio and TV, show producer, talk show
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