Assuming you know your subject--because if you don't, you shouldn't be on in the first place--here are ways to make the audience and the host enjoy your appearance:. Many experts and writers try to be too serious and display all their knowledge all at once. They forget that they need to be entertaining as well. Interview shows are thoughtful and substantive, but if what you say doesn't entertain listeners on some level--make them laugh, make them cry, get them fired up or angry and excited or motivated--they're not going to stick around.
Spoken word content is consumed differently than articles, magazines, websites, etc. Radio consumption is active, but if it doesn't meet my needs right now I will punch to something else. Serve up your content in digestible, easy to understand morsels.
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Think three steps, or five habits, or four tips Chunking is also a great way to help the host establish a nice flow. Say you will describe three steps to starting a business.
Say, "First of all, put together a business plan By signaling that you will chunk your information it creates a nice framework for the audience and provides room for the host to create a natural give-and-take. Radio listeners generally go with what is familiar and comfortable. I'm a familiar voice.
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But if a guest talks non-stop for an extended period, the listener might move on to something more familiar. Respond to questions with statements like, "That's a great question If possible learn a little about the host and fit that knowledge into the conversation. Say, "I saw the story you posted on Facebook and it reminds me Occasionally reference the listeners.
Say something like, "Austin, as your listeners know one of the toughest start-up challenges is finding capital. Hill was still in his first year of doing Monday through Friday talk radio in Prepare yourself for curve balls thrown by the interviewing host. Don't expect him to read your FAQ sheet verbatim or go in order. Practice with someone much like you would for a vocabulary test. Try not to always say, "That's a good question.
During the course of the interview, you are considered the expert of your topic, so talk with confidence and use facts. Tentative answers and conjecture will flop the interview. It's OK to say, "I'm not sure about the answer to that" or "I don't know. Never answer a question from the host with a question. That also spells doom in the radio interviewing business. The host typically wants to do less work than you during the interview.
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If he has to start answering your questions, he won't be a happy host. And a happy host is a good host in the radio PR world. Even though you are prepared and you have your list of questions, a question could come your way that will totally throw you off guard. That's why practice is important. Being light on your feet will pay off in these situations.
One more note: If you know of the interview ahead of time, don't forget to issue a press release announcing your slot on the station.
This will double the effect of your PR. Radio stations have a lot of time to fill.
Listen to how many subjects they cover during a particular time slot on the radio. Multiply this by all the radio stations in the country and the time slots during the day. There's a greater demand for radio appearances that generate radio PR than you think. Contacting the producer of each show via a press release is the start of your radio media relationships.
The good news is, if you're good in your interview, you will be asked back. You can also offer yourself as an emergency backup if a particular guest doesn't show or runs into a conflict. Radio PR is there for the asking.
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Working and focusing on the asking will publicize you and your business. Alfred J.
Lautenslager is an award-winning marketing and PR consultant, direct-mail promotion specialist, principle of marketing consulting firm Marketing Now, and president and owner of The Ink Well, a commercial printing and mailing company in Wheaton, Illinois. The opinions expressed in this column are those of the author, not of Entrepreneur. All answers are intended to be general in nature, without regard to specific geographical areas or circumstances, and should only be relied upon after consulting an appropriate expert, such as an attorney or accountant.
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How to Use Talk Radio to Market Your Business
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