To get radio, podcast, and TV interviews, here are steps to take to build your publicity effort for your company, book, or public relations clients:
- Find Your Niche: You need to identify your niche, find what media that customers in that niche consume, and get to know who the radio, TV, and podcast reporters are who cover that niche.
- Find the Radio / TV / Podcasts for your niche:Then start reading/watching/listening to the stations and shows that reach your target market to note reporter’s names and specialties as well as the kinds of stories and formats they prefer.
- Make sure that your “News” is newsworthy. News is about current events – that’s why they call it “news”. Your local radio station isn’t interested in hearing about topics that their audiences will ignore. They are looking for “new” topics to cover, or more often, interesting angles on current events. For you this means that you need to keep your pitches fresh and timely. I know that it’s unlikely that your book, products or clients change daily but the news must. So instead of trying repeatedly to get radio, TV, or podcast coverage of your product itself, try instead tying its benefits or features to a current event that is already hot in the news.
- Think in terms of stories not products. It’s no one’s job to promote your product but you. It is not the obligation of any media outlet to cover you or interview you as a guest expert. Their job is to create interesting stories that offer information to their audiences.
- Tie your pitch to the interests of the reporter or publication you are pitching. Nothing frustrates radio, TV, and podcast journalists and more than having to deal with time wasting pitches that are not appropriate for their outlets
- Be concise. Because they are deluged with pitches and always working under tight deadlines, broadcasting people cannot afford the time to wade through overly long pitches. You need to make a strong case in a very short space. Liberal use of bullet points, bolds, and highlights is recommended to help the journalist quickly understand what you are offering them.
- Polite follow-up: Given all the submissions that they receive even an interested podcast producer or radio booker may not get around to contacting you due to competing distractions. It’s your job to spoon-feed the story to them and convince them that it’s worth covering on their radio, TV, or podcast program. Polite, pleasant, and persistent reminders, whether by e-mail, phone, or letter are a part of doing business in the world of public relations. Additionally, if a reporter says no you must believe them and back off. Wait until you have a new angle on the story or a different story entirely to contact them again.
- Pitch formulas can help. Watch your evening television news to quickly learn the easiest way to attract attention of reporters. If you note the way that the news anchors tease the stories from upcoming segments you’ll quickly get the idea of how to both summarize and make your story idea as attractive as possible. Common examples include pitch formulas like: “the secrets of X that Y don’t want you to know”, “how to do X faster/cheaper than you ever thought possible”, “three simple steps to X”, “the dangerous fact about X you need to know to protect your kids”, “how to save money by doing X”, “the surprising truth about X”, and so forth…