Better Radio Interviews

Dear Authors,

I'm back with another edition of BOOK BUZZ! This time we are going to focus on the subject of radio interviews. Radio interviews are a great way to 1) connect with your audience in an interactive way, 2) sell your book, and 3) build your "name awareness" with listening audiences around the country.

I'll show you how to prepare, pitch, and present your message to the good folks in radioland. This will be a little work, but it's going to be lots of fun!

PREPARE FOR YOUR INTERVIEWS

You certainly can do radio interviews ad-lib, but they will be much more effective, profitable, and fun if you do some advance preparation:

1. Previously we talked about how to prepare a "one sheet" for speaking engagements. The one you use for radio is very similar. For example, instead of listing the kinds of audiences you've addressed, instead list some of the shows you've been interviewed on. So, go ahead and make the obvious adjustments to your "one sheet" so it's ready to fax or email to prospective hosts/producers. If you haven't prepared your "one sheet" yet, now's a great time to do it. (You'll be using it as a basis for lots of different types of promotions, so it's really important to have one.)

TIP: Your "press release" is not best suited for use with the broadcast media. Press releases generally are designed for use with the print media.

2. Prepare a list of proposed questions for the show host. This will make it a lot easier for the host AND will put you in charge of the interview. If you send this list with your "one sheet" the host or producer will see that you are on the ball and may be more inclined to grant an interview.

TIP: On the page that lists your proposed interview questions, also add the amount of time you need to answer the question (eg. 1 minute, 2 minutes, etc.). This will help the host to arrange the interview around commercial breaks, or know how to best fill the available time slot.

3. Be prepared to tell your audience how they can get your book when the time comes to give your plug. Will you be filling the orders? (You'll need an 800#, credit card merchant account to accept payments, someone to answer the phone, someone to do the mailing.) Will you send them to your website? (Can they actually order from your website? Do you have a website name that won't be misspelled or misinterpreted?) If none of these options is available to you at this time, you can still send them to Amazon.com (assuming your book is listed there) or tell your listeners to SPECIAL ORDER your book from their local Christian bookstore (assuming your book has an ISBN# AND is listed in Books In Print). Think this through carefully: make sure your audience has a way to follow up on their interest in your book.

PITCH YOUR PROGRAM IDEA

Now you're all set to contact radio stations to pitch your interview idea. What's the best way to get interviews? Who do you contact? You need to remember that any interaction with the media is all about building relationships. A fax or email won't build a relationship--but a phone call will! Here's your step-by-step guide to getting radio interviews:

1. Get your call list out and decide who you are going to call first (more about the list later).

TIP: When you call a station, ask to speak to the producer of the show. They are more likely the decision maker. If they are busy, ask if they can be paged.

2. Have your 30-second pitch ready. Here's your script: "Hi ____________ (if you know their name), I'm _____________ , the author of _____________ and I'd like to help your audience by ______________ (mention the biggest benefit of the proposed interview that you can think of). Is that a topic your audience would like to hear about?" THEN... be quiet... don't say anything more... let them think about your pitch and respond to your question.

There are four possible answers they could give:

a. "Yes, when are you available?" (Be sure to have your calendar handy.)

b. "Perhaps. Can you send me more information?" (Then ask if they would like you to fax it or email it--the "one sheet" and list of questions.)

c. "Maybe later, call me back in ________." (put this in your call log)

d. "This doesn't fit my show." (Thank them and make a note to call the station back in 6 to 12 months. They may have moved on to another station by then.)

3. If they express an interest, send the follow up material along with a simple thank you. It's part of being prepared and professional.

4. Mark the interview on your calendar. Will they call you or will you call them just before the show starts? Know what they usually do.

5. If you get their voice mail, leave your 30-second pitch as the message along with your phone number and best time to call. Only leave this message once if you get a voice mail on a second or any subsequent calls.

PRESENT YOUR BENEFITS TO THE AUDIENCE

Here you go--it's show time! Are you nervous? That's OK--it will pass when you get into your material. You've got your list of questions in front of you--and the answers! (Who said you can't use a "cheat sheet"?) You're all "prayed up" and ready to go. Now what?

TIP: Remember, listeners can't see your expressions. Let them "see" the passion, energy, and enthusiasm in your voice!

1. If the host doesn't give you an appropriate introduction, interject one without seeming to be pushy. Your intro should be about a minute long and tell the listeners who you are, why you're an authority (but don't use that word) on the subject, and MOST importantly, how the listeners will benefit from the information you have to share with them today.

2. If the host is actively taking the lead in the interview, just follow their lead. If not, take the initiative and cover the material you are prepared for.

3. If it's a short interview (30 minutes or less) don't expect more than one plug (that's where you get to mention how listeners can get your book). If it's an hour show, you should probably get two plugs--unless the host gets very enthusiastic and does it for you. In any event, you should get at least one plug at the end of the interview, even if the host is remiss. In that case, gently ask if you can tell the listeners how to get your book. (How could they say no?)

4. After the interview is over, thank the host/producer again. If the interview has gone well, let them know you are available again later (a different topic?). Also ask if you can get a taped copy of the interview for your portfolio.

FREE BONUS GIFT-A LIST OF RADIO STATIONS

I've already anticipated your next question: Who ya' gonna call? We have worked hard earlier this week to secure and sort the attached list of Christian radio stations. There are nearly 1000 stations ranked by market size, with the largest market (size of potential listening audience) listed first. The very last number (between 1 and 286) on the far right is the
market rank according to Arbitron, the company who ranks stations according to market size and also listening audience size (similar to Nielsen ratings for TV). I need to mention a few things about the list:

1. You WILL find obvious errors and discrepancies. This is unavoidable since humans report and record the data.

2. How you use the list is up to you but here are a few suggestions:

a. You can start with the largest markets first. But remember, the market size isn't always proportionate to the actual listening audience size. Note: The database lists a category called "audience." This is the population of the market, not the station's actual listeners.

b. You can start with the stations closest to you and work your way outward.

3. The list is provided in three different formats: HTML (which will open in any web browser), .csv (comma delimited file--this can be imported into spreadsheet and database programs--please see your local computer guru for help), and FileMaker (you'll need FileMaker to open this format).

4. By providing this list to you, we ask that you do something in return: We ask that you report any errors that you find after you have contacted a station. We also ask that you report the contact names and email addresses/fax numbers for any shows that do interviews (not all of the stations will do interviews--some are music only). We will then update the list and make the update available from time to time. Lastly, please don't forward this list to others. Thanks!

Note: Evergreen Press and Gazelle Press authors can receive the list mentioned above by contacting their publisher.


As always, I hope that this issue of BOOK BUZZ! has been helpful to you in promoting your book(s). We welcome your feedback and questions! See you next time.

Warmest Regards,
Brian Banashak
© 2004, Brian Banashak