Effective Publicity – Three Things You Should Know

Part one in the series Radio and TV Interviews and advice

Effective publicity begins before the interview. You’ve got a terrific product, you’ve hired a publicist and you’ve been booked to appear on radio and television. Now what? Appearing on radio and TV doesn’t always mean your product will go flying off the shelf. Getting the interview is only half the battle. The other half is all YOU. What you say and how you are perceived during the interview will determine whether your product sells. So once the interview is booked, it’s time for you to get to work.

Preparation is the first step in creating effective publicity

Find out who is conducting the interview and then gain some insight into their style or reputation by listening to or watching their program. You can research programs outside your area by downloading the broadcast from their websites. You can also Google the host’s name and read through the information listed about them. You want to be as prepared as possible

Define your Message

Define your message. Read through the press release prepared by your PR agency and determine 3 -5 main talking points. List each point on a separate sheet of paper in order of importance.

For radio, keep the list in front of you during all interviews. For TV, memorize the list of talking points and write them on a small index card for quick reference. You won’t be able to glance at the card during the interview but you can look at it right before the interview.

Practice

Now that you’ve got all your talking points written down, it’s time to practice. Start by sitting in front of a mirror and having a ‘conversation’ that includes your talking points. This will help you ’see’ how others see you. If it’s a radio interview, this step should not be eliminated. When you smile, you sound like you’re smiling, so it’s important to practice in front of a mirror. You’ll notice immediately if you’re relaxed, smiling and looking confident. These are all key elements during a media interview.

Once you’re confident, you know your talking points and can communicate them, find someone to practice with. Have them ask you ‘mock’ questions so you’ll be prepared for anything.

These first three steps will give you firm footing in giving the best interview possible and creating effective publicity for you and your product.

Next in the series: How to make sure your most important message gets communicated first, regardless of the question you’re asked.