Knowing how to get on radio can be a valuable sales promotion skill to have.
Savvy entrepreneurs add radio to the mix of media organisations they target as it can give immediate access to new clients and the opportunity to jump on an issue instantly.
Here are some things you need to know before you take the leap.
- Radio is all about immediacy. It’s the only medium that gives almost immediate access to a news story, simply by someone calling in with a report. If there’s a big news story on radio that affects your industry, getting airtime can be as simple as phoning the radio station and offering your views as an expert.
- When a radio journalist or program producer calls you must act straight away. Given the immediacy of radio, its presenters and journalists live and die by the people who are available to be interviewed in that moment. Radio news bulletins go to air hourly or half-hourly, so if you aren’t available to speak then and there, you may lose the opportunity.
- Talk back caller or interviewee? Many radio programs take talk back callers, where they open their phone lines to listeners. There’s nothing stopping you from calling in and speaking articulately about an issue. You could also take things up a notch and offer yourself as a guest to be interviewed. Simply write a press release and send it to the program’s producer.
- News or Program? Radio offers the opportunity for business owners to be interviewed by a journalist preparing the hourly bulletin. Your pre-recorded interview will be edited and a short sound byte of around 10 to 15 seconds inserted into the news bulletin. You could also be interviewed by the presenter of a program. This is likely to be a longer (and often live) conversation about the issue in your press release.
- Who’s Who? If you want to be interviewed for the news bulletin, send your press release to a journalist in the newsroom. If you want to be interviewed on a program by the presenter, send your press release to the producer at least a few hours before the program goes to air, or immediately after the program finishes. Avoid the deadline period, which is the time immediately leading up to the program or the news bulletin.
- Show Your Personality. Radio becomes compelling listening when its presenters and guests are lively and entertaining. The most successful interviewees are those who are upbeat and spark a response from the audience. So don’t be afraid to speak up and show your personality.
To find out exactly how to get on radio and TV, in newspapers and magazines check out my next live seminar How to Generate Free Publicity for Your Business
© Copyright, Bliss Life Trust 2011-2013
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Sue Papadoulis is an inspirational entrepreneur, media coach, engaging speaker and best-selling author who empowers and motivates others to take their game to the next level by using the power of free publicity. Sue is Australia’s leading specialist in helping entrepreneurs generate free publicity. To access her special report “The Five Biggest Secrets to Getting Free Publicity in the Media” plus her secret list of the top online press release distribution sites, visit www.publicityforprofit.com.au