Radio Interview: What To Do Before You Get on the Radio

23 Feb

The most frequently overlooked opportunity by inexperienced media guests is the ability to maximize your radio interview as a platform for marketing yourself or your services in the days and weeks leading up to the event. Instead, most guests place all of their hope and expectation on the instant reaction of their target audience once they get on the radio.

While you must aim for immediate success with your live audience during your radio interview, you also need to make sure that your listeners have the chance to see you, think of you and buy from you before, during and after your on-air minutes.

Anytime you are booked to get on the radio or to do a TV, news, blog or magazine interview, you have been gifted with numerous publicity opportunities, many of which occur prior to the radio interview or publication date.

Radio InterviewWhile your actual appearance is important, of course, there are priceless days between the date you confirm the booking and the official date you get on the radio show.

Traditional stations neither charge you, nor pay you to appear on their show. It is a mutually beneficial exchange in which both parties receive value. Yet, if you were to take advantage of one of the many shows that do offer paid placement, you’d pay hundreds or thousands of dollars for a five minute segment, depending on the market.

What is important to understand is that your show appearance, as valuable as it is, is not the most important thing that is happening here. It is just the tip of the marketing iceberg.

Following is a list of marketing activities you can do before your radio interview to maximize your media appearance.

1. Involve your social networks. As soon as you are booked, invite your connections to enjoy your news. Post a note like: “Celebrate with me! Just got booked by CNBC to do a segment on Busy Women. So honored!” You can bet that a comment like that will generate questions about how, when, where and what.
2. Create at least one blog post about your upcoming appearance. If you have a chatty-style blog, provide the details about how you got invited, when you go, etc. If you have an information-type blog, post new segments featuring your expanded talk points. You cannot possibly give all the details in a short radio interview. Give the rest of the facts, in advance, on your blog, then drive radio listeners to your site.
3. Add a sign-up option. If you don’t already have a way for guests to your site to register their email address with you, do that now! Once listeners arrive at your site, you want to make a life-long friend! To do so, you need their email information. The best way to get this is to provide a free report about the topic you will be sharing on the air. Use notes from your blog to generate this report and give it away to any one who gives you their email address.
4. Write an article. Once you’ve created your report, you are in a great position to reformat it and send it off to your favorite ezine, magazine or online article site. In the report and article, do not mention the radio interview and be sure to format it according to the appropriate submission guidelines.
5. Send an email blast out to your list. Before the show, on the day of the show and following the show, let your list know what’s going on. Keep your messages short and focused on the subject of your upcoming appearance. (ie – The first paragraph can touch on the interview details followed by one paragraph about how they can access your new book, new service or coaching expertise. Shorter is better.)
6. Post updates to your social networks. Mention any interesting aspects of your preparation, like: “Gearing up: Just booked my flight for my CNBC appearance on 3/10 about Super Busy Women.“ Remember: The average social network member has under 200 connections. Most only dream of having the opportunity you now describe. They are interested in the process, and in you, which is why they allowed the connection.
7. Prepare. If you haven’t already taken soundbite training, do it now at Marnie.com. Be sure you are ready to maximize your radio interview minutes. So many guests finally get on the air, only to flounder and fail. Don’t be one of them!
8. Be a pro. Let the facts be the facts, so your followers, interviewer and listening audience can relax and enjoy you. Anytime you stretch the truth, make up facts or boast about yourself, you lose friends… on and off the air.
9. Mention it. In conversation, people often ask about our current projects or activities. When they ask you, mention your upcoming radio interview. They want to know! They need something fun to talk about with their co-workers at the water cooler tomorrow or at the park with their play group. Be the hot topic they can’t wait to share. As in your email, share a bit about the interview followed by an elevator pitch about your area of expertise.

A radio interview provides the opportunity for you to focus wandering minds on your uniquely powerful approach to a problem or concern many people face. You are the expert. You or your resources are available every single day to help them solve their problems, not just the few minutes you are on the air. You are always there.

Use the “news” about your upcoming radio interview to remind people of your availability and resources. It is fair, fun and financially rewarding. Plus, your family, friends, fans and followers will feel honored to get sneak peeks into this exciting part of your life.

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