by Guest Blogger, Shannon Cherry
If you’ve been reviewing this sequence of posts, you already know distributing a press release is a big mistake.
(And if you haven’t, start reading them here.)
Part 1
Part 2
Who is the right person to send this to in order to get noticed? You’e wrong if you think it’s the disc jockey or host.
It’s the producer.
It’s radio producers who create the shows you hear, including booking guests for the hosts to interview. They coordinate the making of radio programs, including everything from the initial conception to the final production and distribution.
It’s important to remember that you should only send your Hot Guest Sheet to producers who match your own target market. After all, if your prospect is women who are in their 30′s, you won’t want to send it to a heavy metal station. Women in their 30s tend not to be headbangers, so you’d be wasting time and money sending it to that producer. Just pick stations that will have an audience that resonates with your message
In addition, remember these tips when seeking radio publicity:
1) DON’T SELL: It bears repeating, nobody is going to book you to push a product or service. Radio producers and hosts hate scheduling guests who just reiterate phone numbers or websites in excess. Remember you are a guest, not an advertiser. You are supposed to be an “expert,” not a salesperson. If you’re good,, you will get your free plugs at the end of the segment.
2) HAVE A CHARITY ANGLE: Laws require all radio stations to dedicate a certain amount of time to community service. If you can link up with a charity or organize a community program, you can make contact with stations about their “public affairs programming.” Often these programs run on numerous stations in a market and are produced by people who have little time to go out and find guests. Help them out by bringing them one.
3) HAVE A WEBSITE: There are two reasons to have a website to help your publicity efforts. First, it’s the easiest way to get individuals to your organization during and after the interview. A website is easier to remember than a phone number, and, if people are listening at work or home they can access your website while you are on the air.
Second, it’s a terrific place of reference for producers. Think of it as giving them a taste of what you’re about. It will help them construct questions that their audience will really want to know from you. Plus, radio stations will often put a link to your site from theirs, and radio stations get hundreds of thousands of hits every month! This not only acts as a third-party endorsement of you and your organization, but also increases your search rankings on the Internet.
4) ASK FOR REFERRALS: As stated previously, radio stations are often owned by a larger company which owns numerous stations. Often the stations share information and many radio shows subscribe to “prep services.” These services help radio hosts across the country, in other markets, find content and guests for their shows that are proven winners. Every instance you do a radio, show call the producer later or send an e-mail, asking them to add you to the next prep report. Be sure to provide your name and contact information. You may possibly receive calls within a few days from radio stations all over the country. Even if they don’t use these services, ask for a testimonial or even a referral to other radio shows that may be interested in you as a guest.
5) WARRANT A RERUN: Radio stations often rerun the best segments two or three times in the same day! If your interview was compelling and entertaining, you may get double or triple your original exposure. Plus, radio hosts go on vacation as well. If you are a “best-of segment” you might get rerun over the holidays, or some random week in during the summer.
6) BE ACCESSIBLE: Let producers know that you are always available to discuss your subject matter. Offer them your after business hours phone numbers, which could be your cell phone or home phone. If they want to call you at five o’clock in the morning or ten o’clock at night, let them. Be ready to talk when they do call. If you miss an opportunity, you may never get another chance.
7) BRING FOOD: Radio hosts and producers are always hungry. They keep odd hours and they are locked in little tiny rooms for long periods of time. The snack machine and fast food is often part of their daily diet. Drop by one morning with hot bagels and cream cheese or in the middle of the day with a deli platter. If you catch a grateful DJ in the right mood, you could get some impromptu airtime to plug your business. My mom actually used to bring Thanksgiving dinner in to some DJs and got a great plug for the charity she was representing.
About the Author:
Shannon Cherry is known as The Power Publicist. She helps small business owners, coaches, consultants and entrepreneurs create a powerful presence using low-cost, high impact publicity methods. To get Shannon’s Be Heard! free publicity power pack visit http://www.beheardsolutions.com
