According to Nielsen Media Research, 89 percent of Americans age 12 or older — nine out of 10 — listen to radio in a given week. Radio reaches 94 percent of adults in the 35 to 49 age group — only slightly more than those ages 18 to 34 and 50 plus. Even better, news/talk radio is the second most popular format.
There’s no question that radio is a tremendous publicity vehicle for authors with something to say.
Add the growth in podcasting to the mix and you’ll have many interview opportunities.
Don’t wait for them to discover you and your book, though. Pitch radio shows and offer yourself as a guest.
Start by signing up at RadioGuestList.com, a service that connects talk show hosts with guests.
In addition, if you have more money than time, purchase a radio station database from radio publicity guru Alex Carroll (that’s an affiliate link) or Gordon’s Radio List that you can use repeatedly.
If you have more time than money:
Pitch the talk show producer. At smaller stations, that’s often the talk show host. The media directory or database you’re using will have names, e-mail addresses, telephone numbers, and so on.
For podcasts, pitch the show host. Make sure the show uses guests before taking the time to pitch, though. Not all of them do.
Send a short e-mail “pitch” (sales letter) to the producer. (For a fill-in-the-blanks radio talk show pitch template and a sample pitch, see Build Book Buzz Publicity Forms & Templates.)
Dos and don’ts include:
Finally, start with your local radio stations first. If you’re not in a major metropolitan area, they will give you the warmest reception because you’re a local author. This approach gives you a chance to get comfortable with the process before taking your show to a larger stage, too.
Do you have a radio pitching tip or a radio publicity success story to share? Please comment!
(Editor’s note: This article was first published in November 2012. It has been updated and expanded.)
]]>By Erin Flynn Jay
Many experts and authors pitch themselves to radio stations, but have trouble getting through. Producers are bombarded with e-mails every day, every hour in fact.
If you have e-mailed or called stations with little success, it’s time to take a new approach. The first step is to evaluate the material you are sending them.
Here are some pointers to consider when reviewing the materials you use to pitch radio outlets:
When you call producers, be as succinct as possible. You only have a few minutes to grab their attention. Make sure you are not reading your one sheet verbatim — have a natural conversation with the producer about why you would be a good guest for their program.
Get the producer live on the phone – don’t leave a voicemail message. It’s more effective to talk to producers rather than leave a message they might not check for a while.
Sound tricky? It gets easier the more interviews you secure for yourself.
Of course, you can save yourself time by hiring an agency or book publicist to book interviews for you. If you have a budget that can accommodate support, I recommend outsourcing this work. Spend time on your core competencies, and let an experienced radio booker secure interviews to further enhance your platform.
Do you have questions about how to get interviewed on radio talk shows? Ask them here so Erin can answer them!
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