TIPS FOR BEING A GREAT RADIO GUEST!

I've been a radio lover forever. I love books too, which explains the two careers I have chosen in life. As a publicist, I work with authors at many different levels of media experience. Some don't need any coaching at all because they're they have experience and they understand the importance of knowing their key messages and how to speak in sound bites.

For those who aren't savvy--yet--I have some pointers for doing radio interviews. Some of these tips overlap into television and print interviews, but all of them apply to radio--terrestrial or digital. Here we go:

1. Always be polite to the producer and the host. This may seem obvious, but you'd be amazed what some people say--especially when they're stressed. Which leads me to point #2:

2. Live radio often covers breaking news so if you're scheduled for a live interview, know that the possibility of getting bumped exists. This applies to in-studio and over the phone interviews. Breaking news is breaking news, and unless your topic relates to the breaking story you are out of there. Accept it and be nice about it.

3. Never cancel an interview unless you're really, really sick, your flight is in a holding pattern over Denver, or you're dead.

4. If you're doing a series of interviews such a satellite radio tour, write all your key messages on index cards and as you make each point and tell each story, flip the card over. When doing back-to-back interviews, you will be amazed at how much this helps you.

5. If you're doing a phone interview, don't judge your performance by the response you get from the host. You may be doing great but suddenly all the computers in the control room crash. I guarantee you it is wild in there as people scramble to put things right, but they usually won't tell you that over the airwaves. They may be depending on you to keep talking and keep the interview going while they fix things. The fact that they're not interacting much with you has nothing to do with your performance. Remember: It isn't always about you.

6. If it's an early morning interview, get up extra early so that you can warm up your voice by drinking warm fluids and singing. Do something to make sure your voice doesn't crack.

7. Radio is very auditory. The listeners only have your voice to go by, so if you have a speech impediment consider seeing a therapist, and if you tend to speak in a monotone voice, practice varying the pitch and volume. One great way to do that is to read children's books and act out the character voices.

8. Make sure you are in a quiet place where you will not be disturbed. Your dog may be quiet now, but if the UPS guy comes during your interview, it going to be disruptive. It will throw you off not to mention the show host and listeners.

9. Disable call waiting if you have it. That clicking is annoying.

10. Keep your land line! I know it's popular to get rid of the land line and only use a cell phone, but for radio interviews, it needs to be a land line. Not a cell, not a mobile. The sound quality matters!

Be sure and listen to other people doing interviews and pay attention to what you find they do well, and what needs some work. Then make sure you do the good things, and stay away from the bad.

The Dos and Don'ts of a Great Pitch Letter

Writing a great pitch letter isn’t brain surgery or rocket science. I've been doing book publicity for 15 years and while the process evolves due to technology and changes in the publishing and media worlds, some things stay the same. If you want to get booked for interviews, mind these dos and don’ts and you will be well on your way.

The Do’s

Ø Remember: You are pitching an idea—not your book. The book comes later. First and foremost, do pitch a great idea.

Ø Do your homework. Be sure your topic matches the interests of the media outlet’s target audience.

Ø Do include your contact information at the top and bottom of the pitch letter. List your name, e-mail address, and telephone number.

Ø Do make sure the subject line of your letter or e-mail is an attention grabber—something that will pique the producer’s interest and entice him or her to continue reading.

Ø Do come up with one sentence—two at the most—that perfectly captures your concept or hook.

Ø Do be clear and concise. Remember, less is more. Your pitch letter should never be more than one page.

Ø Do use bullet points. They’re easy to follow.

Ø Do have another pair of eyes look at your pitch letter before you send it out. (Grammar counts!)

Ø Do be available to receive phone calls and e-mails.

Ø Do be willing to make a follow-up call and/or send a follow up email.

Ø Do be prepared to say quickly and concisely, why the topic you’re pitching is helpful and relevant to that media person’s audience.

Ø Before you speak with a producer or editor, be sure you can answer the question, “Why you, why now?”

The Don’ts

Ø Don’t make producers or writers work to understand your message.

Ø Don’t ramble on and on. Get to the point.

Ø Don’t send a dull pitch or they’ll think you’re dull.

Ø Don’t send e-mail attachments unless you have been specifically asked to do so. It’s annoying.

Ø Don’t be overly friendly if you don’t know the person. Remember, this is a business transaction. Be personable, but don’t act as though you and the producer are best friends.

Ø Don’t promise anything you aren’t sure you can deliver.

Ø Pitch letters are not advertisements for your book. Don’t turn yours into one. Remember, you’re pitching a great idea.

Ø Don’t be a pest. There is a fine line between being persistent and being a pain. Learn the difference.

Ø Don’t be seduced into sending out the same pitch letter to everyone. Do your homework and tailor your message to each outlet

If you follow these important dos and dont's, you will find yourself doing more and more interviews, which will ultimately help you to get your book out there! This topic and many more will be covered in my teleclass on book publicity which is coming up June 13 & 14. If you have a do or don't to add to this list, please tell me about it.