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Are You New to the World of Talk Radio? Then You Need to Read This!
In my nearly twenty years in the publicity industry, I have seen a fair bit of evolution in how the media reaches their audience. Some newspapers and magazines have turned into websites or blogs and several television shows have turned into streaming videos on YouTube. Talk radio seems to be the only media outlet that has remained untouched, right? Wrong!If we use the 1990’s as a reference point (and all of you radio pros from that era will back me up on this) the landscape of talk radio has most definitely changed from then until now. In the 90’s the average time allotted for a guest interview was anywhere from 45 to 60 minutes and most of the interviews took place in-studio.
Today if you want to find a 45 to 60 minute interview you have to focus on smaller markets (and/or smaller stations in big markets). Why? It all comes down to format. Today, the format for guest interviews in top markets can be as short as 3 to 5 minutes and as long as 10-15 minutes. So the same major market talk show that used to have one guest per hour will now how 3-5 guests in one hour!
Also, say goodbye to in-studio interviews. Most hosts today don’t want guests coming to the studio. Now with shorter interviews, having to meet and greet an in-studio guest can be an unnecessary distraction, not only for the hosts but for other employees at the station as well. And, where quality of sound used to be a factor, we’ve seen enough technological advances in equipment that phone interviews now sound far superior to those of the earlier days.
Ok, so things have changed. But it isn’t necessarily for the worst. Any opportunity to be a guest on a radio show is an opportunity you want to take advantage of - regardless of the amount of airtime, the size of the market or the power of the radio station!
For years I have told my clients about the power of radio, and have watched many campaigns produce fantastic results. Here are just a few helpful tips I share with my clients about the value of talk radio and how to maximize these opportunities to connect with their audience.
Work With However Many Minutes You Have on the Air!
Be careful not to fall into the negative mindset about short interviews. Even if your interview only lasts say 10 minutes, these are 10 very valuable minutes of airtime…just learn how to maximize it!
- Develop those Sound Bites. If you only have 10 minutes to talk about your book, product or service you just need to develop your message so that it’s concise and will grab the audience’s attention. The secret for doing this is to make every word count in being able to communicate your message.
- Know Your Message and Stay On it. Figure out what your key message is and stick with it! You don’t have time to be thrown off topic by the host or caller. When that happens, your job is to briefly acknowledge what was said and bring the conversation back to your message. It can be done as politely as, “…yes, that’s a good point, but…” (the rest of your answer would be your message). This kind of response allows you to keep your manners in so that the host doesn’t feel like you’ve ignored his comment, but at the same time, you’re in control of the communication and able to get your point across.
- Know the Host and the Show. If the show is simulcast on the internet, take the time to listen to it before your interview. This will allow you to get a feel for the overall tone of the show and host and how he or she communicates with guests and callers. It will also give you a feel for the pace of the show. Then when it comes time for your interview, you’ll know what’s expected of you as a guest and you’ll be able to stay in stride. I promise you, the host will appreciate that you’re keeping the same pace and tone as he or she is! The benefit to you? The more the host likes you the more inclined they will be to promote your book, product or service for you!
Bottom line? Advertisers pay hundreds of dollars for a single minute of time on the air. So, a 10 minute interview is very valuable and can be worth thousands of dollars in advertising time!
Only Want a Long Interview? Ditch the Major Markets!
If you only want longer interviews, then look to smaller markets. If you are not sold on the benefits of these seemingly lesser markets, let me share some terrific facts about these rough diamonds:
- Get Your Feet Wet: Interviews in smaller markets give you the opportunity to gain experience as a radio guest providing terrific insight as to the workings and rhythm of talk radio.
- Fine Tune: Knowing your message and knowing the right way to communicate it are two different things. These interviews allow you to test your messages and identify which ones resonate best with the host and listeners.
- Question Time: As a standard rule in talk radio, you always want to provide hosts with sample questions to ask you - as the host won’t always have the time or discipline to study your topic prior to speaking with you. But, after doing a number of small market interviews you’ll know which questions present the best opportunity for communicating your message and keeping listeners tuned into the show!
- ……and a higher concentration of listeners!
Yes, it’s true. In smaller markets, there just aren’t as many stations to choose from as in the larger markets. So, what’s the benefit of this for you? Well, simply put, less choice of stations means listeners aren’t able to do as much channel surfing. Think about it: in Gainesville, Florida there are 3 stations that have a talk show format whereas in San Francisco, California there are 10. So even though the population in Gainesville is minute compared to the population of SF - it’s very feasible to have a larger audience listening to your interview in Gainesville, than the one you conduct in San Francisco. It’s the channel surfing factor at play. In smaller markets listeners have less choice of talk stations to listen to and so they tend to have favorite stations and hosts they often view as a trusted advisor or friend. So being on a small market show with dedicated listeners and a host who endorses your book, product or service, can be far more impacting on your sales.
Not In-studio - Not a Problem!
With in-studio interviews you have to:
- Schedule time off from work;
- Be away from your family;
- Spend time and money on travel (planes, trains and automobiles…remember?);
- Incur cost of hotels and meals while on the road.
And what if you arrive at the station and there’s hot, late breaking news and the show cancels or the interview goes short? Yikes! There goes your time and money down the drain. What a waste!
Radio phone interviews are so much more beneficial for you. Travelling isn’t necessary! Time of day is no longer an issue. For example, if you have an interview on a popular overnight show, you can still do it, but from the comfort of your bed! Just imagine, talking to people all over the country while lounging in your pajamas!
And what about those interviews during office hours? Are you a busy executive? You can integrate radio phone interviews into your work-day, around client meetings, staff briefings or in-between those important reports you’re on deadline to get done. You can even coordinate radio interviews when you’re traveling on business. We’ve had clients conduct live interviews from airports and even abroad on an overseas business trip!
Yes, in-studio interviews are great for establishing camaraderie between you and the host - but that same camaraderie can be created with phone interviews. It just requires that you become more adept at your communication skills so that your ability to have a quality communication isn’t hindered simply because the person isn’t sitting in front of you!
The Take Away…
Even though the face of radio has changed, in many ways it has leaned toward your advantage. By using these tips, you can take make the most of the fantastic exposure that this medium can provide.
February 29th, 2008 | Posted in Radio | No Comments
What Clients Say about EMSI
Since we’ve been around for quite a few years now, you can imagine we get our fair share of feedback. With a specific focus on building strong partnerships with our clients and partners in the industry, we are not ones to toot our own horn….let the following speak for themselves:
| Client Testimonials |
| “EMSI played a crucial role in my recent campaign for Teamster President. Through their efforts I appeared on talk shows in virtually every media market and they secured television and print coverage wherever I campaigned! They really know all the angles!” |
| Jim Hoffa, Jr. |
| “I cannot say enough good things about this experience. I am excited to say I have had a huge increase in traffic!! If you need someone to stand on a street corner and tell the world how great you guys are, count me in!” |
| Richard Neumann, Stone In The Surf Press |
| “You work harder than anyone I know to promote your clients.” |
Joann Notargiacomo, Managing Editor
Lancaster County Woman Newspaper |
| “The EMSI staff is unsurpassed, their work is phenomenal. Whether it be radio, TV or print — your campaign is in the best hands. Deciding to work with EMSI was easy, and everything after that decision was golden.” |
| Nicole Rocheleau, Best-Selling Author |
| “As a former TV news anchor, I know the power of publicity campaigns. We have worked with more than fifty public relations professionals and firms over the past thirty years and EMSI has out-performed some of the best-known ‘names’ in the business. Equivalent air time on a commercial basis would have cost my client ten to twenty times as much as the EMSI campaign.” |
Charles Ward, Managing Director
IdeaWorks |
| “EMSI has done an excellent job introducing my book to a national audience. They’ve always been very responsive to our individual needs.” |
Edward J. Conley, D.O., Best Selling Author
Founder & Medical Director, Fatigue Clinic of Michigan |
| “EMSI is the best publicity firm I’ve worked with. I couldn’t be more pleased with the quantity and especially the quality of shows they scheduled for one of my best-selling authors.” |
| Lila Karpf, Literary Agent |
| “I highly recommend EMSI for their professional dedication in promoting my book. I appeared on over 40 radio shows around the country and my book was reviewed in USA Today, The NY Post, The NY Sun, and dozens of newspapers and magazines.” |
| Cherie Calbom, Best-Selling Author |
| “I got great results from the work EMSI did for me. I’ve used other publicity firms in the past, but have enjoyed my relationship with them the most. For my next marketing campaign, I will definitely be using them again. They know their business — they’re really sharp and a great group to work with.” |
Michael Janson, M.D., President
American Preventive Medical Association
Best-Selling Author |
| “We’ve been very pleased with the breadth of the shows EMSI has obtained for us - both in terms of the geographic coverage and the quality of audience they put us in front of. We’re seeing a great response from both the radio and TV audience in terms of sales and impact on our retail outlets.” |
Frank Jordan, CEO
Nutrition Supply Corporation |
| “We’re absolutely thrilled with the work EMSI completed on our account. All the radio interviews were of high quality, with prepared, engaged hosts, and booked on stations in markets of importance to us. There’s no question we will engage with you again for future campaigns.” |
John McNeilly, Manager of Corporate Communications
Odyssey Marine Exploration |
| “I am delighted with the personalized attention and the results delivered by Event Management Services, Inc. Our print and radio campaigns have resulted in immediate, tangible results in national media!” |
Karlin Sloan, CEO
Karlin Sloan & Company |
| “I cannot express how pleased I am with what you have done. My team and I have been using your strategy to explain the reason for the book to people who have refused to read it in the past…now they are interested in it!” |
| John Lenhart |
| “The fellow that interviewed me in Boston went nuts about how fabulous EMSI is. He said he has been a host for 35 years and EMSI is absolutely the best.” |
David Phillips
Phillips Financial Services |
| “I absolutely trust EMSI’s instincts with what sells on radio and TV. My product is geared more towards a TV market, so they placed me on a national show and we doubled our money. The team also implemented a print campaign that is currently still placing me in periodicals. I am very pleased with their work and I would highly recommend them for your campaign — they don’t just take anyone. |
Jaime Brenkus
8 Minute Abs |
| “I have enjoyed a 4 year relationship with EMSI and I plan on using them for a long time. I know a top-notch PR firm when I find one. I can’t say enough about them -– they do outstanding work, their fees and fee structure are excruciatingly fair, and they are good, honest people to boot!” |
Renata J. Rafferty, Principal
Rafferty Consulting Group |
| “We are thoroughly pleased with the radio publicity campaign EMSI did for our artists. They arranged more talk radio interviews than we could have possibly projected — all quality shows in top markets! Every detail was addressed in the most professional and productive fashion with communication frequent and informative. They even called the day before every show to cover any possible last minute problems. We loved dealing with the staff at EMSI!” |
Chris Palmer, VP Progressive Music
Warner Bros./ Reprise Records |
| “Shortly after a radio interview arranged by EMSI, my ranking at Amazon greatly improved. Seeing the needle move so quickly is direct evidence that this is the most affordable and effective way to promote your book. Thanks EMSI for delivering such great results in such a short time” |
Joe Graedon
Nationally Syndicated columnist |
| “We were amazed and delighted at the reception to us on talk radio. They played numerous cuts from our new CD for lovers only… and the call-in’s from listeners were a thrill. There are many artists out there, old and new, that would benefit greatly from this format.” |
Otis Williams, Vocalist
The Temptations |
| “The joy The Temptations experienced from all the talk radio interviews was wonderful to see, but most important was the great response we saw in CD sales as a result of this campaign. Every facet of the project was handled professionally and successfully by EMSI.” |
Oscar E. Fields
General Manager, Motown Records |
| “EMSI is the best in the business.” |
Earl Mindell
Best-Selling Author |
| “We’ve used a number of publicists, but none ever gave us the spectacular results achieved by EMSI. We’ve actually had to tell them to cut back from time to time because we couldn’t keep up with all the interviews they scheduled.” |
Mark Skousen
Best-Selling Author |
| “EMSI represented me during the publication of my football-related novel. They were able to place me on ‘drive-time’ radio sports talk shows in just about every city with a National Football league franchise. As a result the book has sold well. I would recommend EMSI to anyone seeking to promote any sort of product. The fees are fair, and the results are more likely to be rewarding.” |
Bradford Dillman
Well-Known Actor and Best-Selling Author |
| “The most remarkable thing about my experience with them, other than their incredible professionalism, was how much my partners and I feel we accomplished on a relatively small budget.” |
Howard Leventhal, CEO
Primecom Interactive |
| “Let’s face it, getting national airplay, TV appearances, and distribution is hard to do, but the great teamwork of EMSI made it happen for me!” |
Jaci Rae
Award-Winning Country Music Artist |
| “EMSI works! It’s amazing the industry connections they have, the doors they’ve opened, and the access they’ve brought to my doorstep. The quality and quantity of their delivery is absolutely top notch. Highly recommended!” |
Scott Kelby
#1 Bestselling Computer and Technology Book Author |
| “We chose EMSI over larger, more expensive New York firms because they produce results. They are an outstanding organization and have constantly booked as many high quality radio interviews as we can possibly handle.” |
Kathleen Juhl, Business Manager
National Taxpayers Union |
| “The toughest part of making a book a hit is getting it in front of the decision makers in the media… the producers! The rapport EMSI has with producers across America spells results for publishers of all sizes.” |
Benjamin Dover
Best Selling Author |
| “I’ve worked with other PR firms, but none have been as creative or efficient as EMSI.” |
Gordon Melchor, CEO
East Park Research |
| “I couldn’t recommend a publicity firm higher. Not only did they deliver on what was promised, but they far exceeded all our expectations.” |
Barry Weiner, President
Media for Doctors |
| “The media tour EMSI arranged generated incredible traffic for us and the demand created by the press coverage opened up additional stores in the area! We count our expenditures with EMSI as our best investment.” |
Lydia Robertson, President
Health Pharm, USA |
| “Of all those who participated with us in promoting our message and materials — EMSI is the first ever to actually read our books! Your credibility and sincerity no other firm has been able to achieve. All of this added to your relentless pursuit of follow-up gets the job done.” |
Dave Engstrom, President
Winning Publications |
| “This is an unsolicited, unequivocal recommendation and a testimonial to a publicity firm that has done wonders for a book I recently wrote… (which) despite rave reviews in The Wall Street Journal, Fortune and elsewhere… was getting very little attention from the electronic media. I contacted EMSI and almost immediately they booked me on twenty-five radio programs, many on major stations in major markets. Their fees are extremely reasonable and they are incredibly responsive — whenever I call with a request or a question, they deal with it instantly and appropriately.” |
Steven E. Landsburg, Professor of Economics
Rochester University |
| “At the end of my taped interview the host congratulated me on hiring EMSI to represent me. He told me that over the past thirty years he has been pitched by all of the top PR firms out of New York and Los Angeles but that you guys are the best he has ever worked with. Congratulations.” |
William H. Roetzheim, CEO
Level 4 Press, Inc. |
| “EMSI has set themselves apart from other publicity firms. They arranged great in-depth interviews for my authors on very high quality shows. I only pay for interviews they book, making it all very affordable.” |
Hiroko Kiiffner, Publisher
Lake Isle Press |
| “EMSI is a very professional organization and I recommend them highly. They lined me up with great interviews to promote my book. Their service was terrific and very first class.” |
Carlo D’Este
Best-Selling Author |
| “We’re received hundreds of phone calls. Fred Meyer stores and Safeway got bombarded with calls as well! In fact, we had originally been scheduled to start shipping to Fred Meyer sometime in May, but they were so inundated with phone calls as a result of our radio and television appearances they called to ask me what we had done to make their phones ring off the hook! Thanks to the media you booked for us, we’re shipping product to them next week, six weeks earlier than planned!” |
| Soy Nut Butter Company |
| “The media tour your firm arranged for Snore No More’s Dallas launch was a huge success! The television and radio interviews in addition to the newspaper coverage all generated incredible floor traffic for the chain of stores that were part of the original rollout. The original stores have ordered twice since then and the demand created by the media coverage has opened up additional stores.” |
| Snore No More |
| “For a company like ours, struggling for awareness in the food and natural health industry, a PR firm like EMSI has been a godsend! Our marketing dollars are now spent very effectively.” |
| New Organics Company |
| “As a result of the publicity you put together for us, we’ve not only increased our direct sales, but our stores are calling to restock their shelves and we’ve obtained more distributors! In the past we’ve tried all kinds of marketing, advertising and public relations schemes, but this has been by far more productive. Hiring EMSI is clearly the best thing our company ever did.” |
Dr. William Wong
Naturally Vitamins |
| Media Testimonials |
| “I believe I have published every press release you have sent. Your releases are so well written (which I love) that I have found little or no need to edit. I run them as you send them.” |
Carla Kalip
Hometown Times DeKalb |
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“I’ve dealt with hundreds of publicists over the years, but EMSI is definitely one of the best. With other firms I often receive old information or faxes I can’t read. With EMSI I always get a heads-up phone call about who’s booked the next day with accurate facts and phone numbers so I’m never scrambling!
And, not only does Event Management Services provide me with great guests and thorough research, but their presentation about their guests is always so impressive. Pitching guests is clearly an art with your company.
In short, doing business with EMSI is consistently wonderful! I always know I’ll have an entertaining and informative guest and that interviewing them (thanks to your help) is going to be a breeze. My compliments to a first class organization and a job always well done.”
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Pat Farnack
Nationally Syndicated Talk Radio Host |
| “The most important thing to me when dealing with a publicist is their ability to talk to me about a guest without giving me the hard sell. Speaking with EMSI is always a pleasant experience. I find myself always returning their calls as they are fun people to talk to and work with. Great people, great guests.” |
Executive Producer
“The G. Gordon Liddy Show” |
| “You guys are terrific to work with. Your follow-up and consistent efficiency make booking your clients a pleasure. You always send me the stuff I need, and you do the chasing for me!” |
Producer
KIRO-FM Radio, Seattle |
| “After being in the field of television production for nine years, I had literally stopped taking calls from any publicists or PR firms. I became tired of dealing with pushy and demanding attitudes and tactics. Then I encountered EMSI, professionals who are a producer’s dream. Their clients are always exactly what they say they are, always prepared, interesting, on time, and always have something unusual or cutting-edge to offer my program. The management team is exemplary in their attitude and courtesy.” |
Mike Cavanagh, Host
WSB Radio, Atlanta |
| “As the producer of a top-rated, highly successful national television show, I usually have a waiting list of guests, but I often find myself re-arranging my schedule to accommodate an EMSI client. I give them my highest recommendation for their quality guests, high standards, and integrity in this business.” |
Barbara Hoffman, Producer
Trinity Broadcasting Network |
| “I am constantly impressed by the professionalism, efficiency, and TV savvy of EMSI. The guests they bring to us are bright, articulate and ‘good TV’ — not to mention, an ‘easy book” for an overworked producer. Who could ask for anything more?” |
Jennifer Boyd, Assoc Producer
FOX-TV, Tampa |
| “EMSI has always shown a high degree of organization with their projects. There has never been any confusion regarding each show booked. Very thorough, very prepared. Their staff is a personal and professional pleasure to deal with.” |
Vince Hill, News Anchor
KYW Radio, Philadelphia |
| “EMSI can always be counted upon for top-notch, radio-friendly subjects represented by seasoned professionals that always deliver the show our listeners anticipate. A very dependable company.” |
Greg Jena, Exec Producer
KDKA Radio, Pittsburgh |
| “One of the most professional, pleasant and organized companies I’ve dealt with to date.” |
Executive Producer
Donahue |
| “Not only has EMSI consistently provided me with entertaining and informative guests, they’ve also come through for me with little or no notice when my scheduled guests have canceled and left me in a lurch. I highly recommend them for conscientious talk show producers.” |
Barack Echols, Exec Producer
WJJD Radio, Chicago |
| “It’s a pleasure working with EMSI. They are totally professional and went all out to be sure we were totally “armed” with all the information we needed to do a thoroughly informative and interesting interview!” |
George Carden, Reporter
(700 Club) Christian Broadcasting Network |
| “EMSI has always been a pleasure to deal with. They’re very attentive towards my show needs and their follow-up is superb. EMSI only calls when the subject matter is proper for the theme of my show. Very professional and understanding at all times.” |
Alf Nucifora, Host
WSB Radio, Atlanta |
| “EMSI is always there to help whenever we call. Their press releases are informative and provide us with everything we need to know about booking the show. They’ve never given us a guest who was a contradiction from the original press release! They’re reliable, efficient and have consistently presented us with a wide range of topics to choose from and the highest quality of guests.” |
Elizabeth Romano, Producer
WJR Radio, Detroit |
If you are interested in getting first class publicity with ZERO financial risk, contact us today for a free Media Consultation. Call us toll free on 1-800-881-7342 or click here so we can get your book, product or service the local and national media attention it deserves!
February 20th, 2008 | Posted in Testimonials | No Comments
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"As a former TV news anchor, I know the power of publicity campaigns. We worked with over 50 PR professionals and firms over the past 30 years and EMSI has out-performed some of the best-known 'names' in the business. Equivalent air time would have cost my client ten to twenty times as much as the EMSI campaign."
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