Want to make an impact in front of thousands of people just by talking? Stop dreaming Oprah… and start doing radio.
Did you know that American radio stations need more than 10,000 guests per day to fill their shows? Producers are constantly looking for compelling guests.
Being a guest on a radio program can boost your business greatly. Don’t believe me? Well, just ask authors Mark Victor Hansen and Jack Canfield, who co-wrote “Chicken Soup For The Soul.” You know how many books they’ve sold? More than 80 million.
When asked what their secret was, they replied, “We did hundreds of telephone interviews with radio stations across the country. Our sales went through the roof!”
According to a recent survey by Statistical Research Inc., 96% of the US population listens to the radio at least once a week and 75% listen every day. That’s more than any other media.
And you know what else? Interview time is worth even more than ad time. Why? Because people pay more attention to the shows than the ads – and they’re much more likely to believe them. Think about it. Which do you pay more attention to? The commercials or the guests?
Often we think that a one-size-fits-all approach will work to gain publicity, but the truth is that every type of media and at a certain level, every media outlet has different needs. Sending a traditional news release will simply get your message in the trash can.
Why? You need to understand that radio is not in the news business; they are in the entertainment business. That’s even true for news/talk radio.
Most stations in this country are owned by a bigger company, which owns many – sometimes even hundreds – of radio stations. Often they have no one handling the news at all.
Radio hosts (or DJs) often just read news that comes off the wire services,the Internet or local paper. And they certainly don’t have time to make a press release (which is usually written in more newspaper-style) into a 15 to 30 second story.
If there is a news director on board that works on news stories, you’ll often find they are on several stations, reading a 3-minute news broadcast at certain times of the day. Again, he or she is too busy to really look for good news stories; they, too, more likely read stories from the wire, or write stories based on what’s on the front page of the local newspaper.
This means that when you send a traditional news release, it’s often going to end up in the trash. Not forwarded to the decision maker who may see you as a great guest.
If you want to use radio as a publicity outlet, you need to tailor your message to radio. No news release in the world can do that!
So what can you send them? I’ll share my secret with you next time…