| FIVE WAYS TO GET ON THE RADIOHere are five | | | | way, don't step on the |
| basic methods of fitting your group into the | | | | interviewer's questions, and pace yourself in your |
| programming at | | | | answers.And when it is over, make sure get a |
| radio stations:1) Spot messages2) Feature stories3) | | | | recording of your appearances, just as |
| News4) Interviews5) And becoming a reporter.Here | | | | with any print stories that appear about your |
| are details on each method.Spot MessagesSpot | | | | organization, you should collect |
| messages are short public-service announcements | | | | your radio "clips"-i.e., record your appearances-and |
| that most stations are | | | | assemble a little cassette |
| required to carry as part of their license agreement. | | | | of your best sound bites. These can be used for an |
| Getting a spot is not | | | | "audio press kit" to help |
| difficult; you must simply fulfill the program manager's | | | | line up future radio appearances.Becoming a |
| criteria for the types of | | | | ReporterA last way you can gain access to radio is to |
| charitable organizations the station is willing to | | | | become something of a reporter |
| sponsor.If you are approved, some radio stations will | | | | or commentator for a station in your area. If you play |
| write the public information spot | | | | your cards right, you can |
| for you. You need supply only the grist, the basics | | | | turn into a station's local expert, who is called on |
| about your cause and your | | | | whenever news relating to a |
| organization, and perhaps some flesh -and-blood | | | | specific issue arises.Gary Millspaugh, executive |
| examples of how you've | | | | director of the Allentown Rescue Mission in |
| helped.But don't count on getting such assistance. In | | | | Allentown, Pennsylvania, knows the value of |
| the majority of cases, the staff is | | | | becoming a resource to a radio |
| too busy to do this work for you. And even at | | | | station. "I attended the Presidents' Summit on |
| stations where they're prepared | | | | volunteerism in Philadelphia," he |
| to help, supplying them with copy that requires minimal | | | | says. "I thought hard in advance about how to turn |
| alteration makes it | | | | that trip into publicity for |
| more likely your spot will eventually get made and | | | | our rescue mission, which serves up to eight hundred |
| aired.If you need to write your own spots, here are | | | | homeless men per year, |
| basic tips for making your spot | | | | and has a 70-percent success rate in getting people |
| appealing.1. First, remember that spots are typically | | | | out of the debilitating |
| only a minute long, so the message | | | | problems that led them to the streets. Our graduates |
| must be conveyed in a tightly wrapped form, with the | | | | get into jobs and a |
| accent on getting the | | | | responsible, self-sufficient life."To turn his trip to the |
| listener's attention from the very outset.2. Spot | | | | Summit into more than just a jaunt to Philadelphia, he |
| messages can be informational, telling listeners about | | | | called his contacts at major radio stations (he is |
| the problem | | | | meticulous, he says, in always |
| your organization seeks to alleviate and how you go | | | | nurturing relationships with key people in the local |
| about doing it. In this | | | | media) and he let them |
| case, you need to accent the human dimension of | | | | know that he would be attending the Summit and |
| things: a story about | | | | could offer first-person |
| someone you've helped, or an individual volunteer's | | | | perspective. His efforts won him two rounds of |
| experiences, for instance.Alternatively, a spot message | | | | publicity.First, he got coverage prior to the Summit for |
| can be motivational, urging listeners to get | | | | being a local service-provider |
| involved and help give the problem a cure. These | | | | who would be going to the event. Second, he got |
| kinds of spots demand a tone | | | | publicity while he was in |
| of enthusiasm and challenge. They're pitched directly | | | | Philadelphia. After President Clinton's speech, for |
| at the listeners, | | | | instance, Gary called one of |
| summoning them to respond personally.The appeal | | | | the largest Allentown-area stations, and was put on |
| should be frank, candid, direct, yet upbeat, not an | | | | the air during drive-time |
| exercise in guilt- | | | | (the afternoon "rush hour," when listenership is highest). |
| tripping. "You have what it takes to help a child in | | | | "I basically became |
| need," is a good example of | | | | their on-the-scene commentator on the president's |
| a positive way to appeal to someone's best instincts.In | | | | speech and the Summit," |
| contrast, a downbeat tone, intended to shame people | | | | he recalls.This kind of vigorous courting of the media is |
| into helping your | | | | "essential" for any charity that |
| cause, doesn't conform well with the radio medium: | | | | wants "to survive in the incredibly competitive world of |
| People are listening for | | | | nonprofits today,"Gary argues. "The inescapable fact is |
| enjoyment and entertainment, and a public information | | | | that if you're a nonprofit or a charity, |
| spot that hits a | | | | you're engaged in a competitive activity. You have to |
| discordant tone is likely to cause irritation- a switch of | | | | view it as competitive. As |
| the radio dial.3. No matter what station the promotional | | | | rough as it might sound, you're in a win/lose |
| spot will run on, keep the language | | | | proposition. If you don't put your |
| conversational. Don't write in long, run-on sentences. | | | | resources to a winning use, you'll lose-and be out of |
| Use short, active | | | | the business of helping |
| phrasing. ("We want to hit a home run against hunger," | | | | others."If you're as successful as he was in winning an |
| for instance. Not: "The | | | | opportunity to become sort of a |
| societal disorders evidenced by homelessness should | | | | freelance reporter on a social issue, keep in mind |
| give us all pause for | | | | some basics of radio |
| concern."4. Write with directness to take advantage | | | | journalism. Facts should be conveyed clearly and |
| of the immediacy of radio. Speak to | | | | accurately. Keep your |
| listeners as if they were your friends. Be personal and | | | | sentences short. Use words that carry color and |
| friendly, projecting a | | | | meaning. Make the |
| relationship between your organization and your | | | | chronological presentation orderly and |
| listeners with liberal use of | | | | understandable.THE GREAT WORLD OF TALK |
| words like "you" and "yours."5. Avoid jargon, slang, | | | | RADIOIn addition to the above methods of getting |
| acronyms, or unfamiliar words that might cause people | | | | your message on the radio, there |
| | | | is also an entire world of talk radio that offers you |
| to scratch their heads instead of focusing on the | | | | instant access to the |
| important things you have to | | | | airwaves.In fact, talk radio offers excellent possibilities |
| say.6. If the radio station runs your spot, be sure to | | | | for organizations with a socially |
| write a note of thanks. "Station | | | | significant message, especially if you have someone in |
| personnel are like everyone else," says Pete | | | | your organization who |
| Weitzner of Century Cable. "They | | | | can be seen as an expert in a field.(Ironically, the more |
| like to feel appreciated, and organizations that show | | | | you appear on talk radio, the more you become an |
| appreciation are more | | | | expert, |
| likely to be helped by people at the station again in the | | | | as one's expertise usually gains a heightened status |
| future."Feature PiecesFeature pieces are another form | | | | from being on the radio.)One advantage of some |
| of programming that can provide you an | | | | talk-radio shows is that their audiences may be more |
| opening to a station. Your feature piece could be an | | | | affluent, with more money to invest. This observation |
| interview or a report on an | | | | should perk up ears |
| event you are sponsoring in your community. Feature | | | | among charities and nonprofits looking for donors.But |
| pieces are usually more | | | | while talk-radio provides fertile ground for publicity, you |
| analytical and in-depth than spots or news stories.If | | | | should still |
| you identify a local radio station that does occasional | | | | remember that radio stations operate not to perform |
| features, call to find | | | | charity but to generate |
| the names of the producers who oversee them. | | | | ratings so they can make money.So they're not going |
| Write to these people about | | | | to invite a spokesman for a charitable group on who |
| your project, and the social problem you are covering. | | | | has |
| Give solid examples of | | | | nothing interesting to talk about.They're not going to |
| people being assisted by your efforts. Say that you | | | | devote their time to conversations about next |
| would be happy to help the | | | | weekend's |
| station with your experience and expertise should | | | | fundraising car wash.This means that your creativity is |
| they be interested in doing a | | | | highly tested if you seek to get on talk radio, |
| feature dealing with your issue.As with newspapers, I | | | | just as with all other aspects of promotional |
| also recommend following up your letter with a phone | | | | campaigns. When you contact a |
| call, telling the producer you "just wanted to make | | | | radio station producer to suggest focusing on |
| sure" the letter arrived, and | | | | something that has to do with |
| you'd be happy to answer any questions he or she | | | | your nonprofit cause, the producer is going to ask |
| might have.Again, as with follow-ups for standard | | | | what's unique and |
| press releases, it's useful to have | | | | interesting about your subject: What is it that will grab |
| additional noteworthy facts to offer when you make | | | | listeners and keep them |
| phone contact, to spark | | | | from pushing another button on the dial?That's the |
| more interest.Feature stories are most interesting | | | | question you have to ask yourself about every idea |
| when they include real people. If there's | | | | you consider |
| someone whose life has been turned around by your | | | | pitching to any media outlet. You have to be able to |
| charitable organization, | | | | answer it again and again |
| that's the kind of story people like to hear-and radio | | | | during your marketing efforts. If you can't answer it, |
| can convey it effectively. | | | | you have no business |
| So make sure the producer knows if there is such a | | | | doing promotion in the first place.One wonderful |
| potential story about your | | | | advantage of radio today is that you don't have be in |
| nonprofit.News StoriesA charity can be proactive in its | | | | the studio |
| approach to radio news, attempting to | | | | to perform your part. You can be on the phone, calling |
| generate news stories about itself with press | | | | from your office, car, or |
| releases. Those releases should | | | | from across the country. You are simply "patched in" |
| be geared to the style of radio news writing, which | | | | to the show, with the |
| gets the basic point of the | | | | audience knowing nothing about where you are |
| story across in the first sentence or two, adds some | | | | located.Interviews on talk-radio programs can vary |
| descriptive imagery, and | | | | from fifteen min to an hour in |
| ends fairly quickly.There is also the possibility that your | | | | length. On many shows, guests are also asked to |
| organization's work could be mentioned | | | | take calls from listeners.If you have an opportunity to |
| in the context of a "hard news" story. In fact, when | | | | be on a talk, how, it is useful to give your host a |
| you write to the radio- | | | | list of ten to fifteen questions that you would like to be |
| station producer for any reason, you might gain a | | | | asked.Although there is no guarantee your questions |
| special advantage by linking | | | | will be used, many hosts |
| your organization's story with a topical story in the | | | | appreciate having your questions supplied because |
| news that week or month. | | | | they interview such a wide |
| "If your message can be wrapped into a news story | | | | variety of guests that they can't be well-versed on all |
| ... that catches a | | | | the subjects under |
| programmer's eye, he or she is likely to add it to the | | | | discussion. Your questions therefore act as pointers |
| end of an announcer's | | | | and cues that make them |
| newscast," writes Marty Schwartz, vice president of | | | | look intelligent and knowledgeable.On the other hand, |
| sales at New USA, a public- | | | | be careful about getting too scripted. When an |
| relations firm in Virginia. "Of course, not every | | | | organization seeks to get on talk shows, it is best to |
| message can be ... successful. | | | | choose the person among |
| There has to be some news value or public-service | | | | its staff or officials who is most knowledgeable and |
| value inherent in the | | | | articulate about the group |
| message. If it just a 'product' pitch, programmers will | | | | and its work and can ad-lib.Many shows like to be |
| make their own pitch- | | | | flexible, taking a diversion from the announced subject. |
| into the circular file-and be sore that you wasted their | | | | After all, nothing runs as smoothly when it's scripted. |
| time. So this is where | | | | The worst shows are the |
| some creative thinking about how it can be presented | | | | ones where they just read off a list of questions. So |
| is really valuable."Even if an expanded feature | | | | be sure your spokesperson |
| program doesn't fit into the station's schedule, a | | | | is comfortable talking on his or her feet.Here are a |
| producer or news director who finds your story | | | | few additional pointers for targeting talk radio.- To |
| interesting might see the | | | | increase your chances of being on radio stations |
| opportunity to broadcast an interview with you, or to | | | | around the country, |
| let someone in your | | | | submit your name and organization's project to |
| organization interview someone else involved with the | | | | Newsmaker Interviews, a |
| charity.InterviewsRadio interviews can be divided into | | | | publication to which dozens of radio stations across |
| three broad categories.1. The first is akin to feature | | | | the country subscribe. It |
| reporting-a longish interview, conducted by | | | | lists potential guests and their topics in detail.- Another |
| someone with the station, in which the subject matter | | | | publication to consider is The Yearbook of Experts, |
| and general questions | | | | Authorities |
| are known in advance. Such exchanges can even be | | | | and Spokespersons, which provides an "encyclopedia |
| scripted. But authenticity is | | | | of sources" to |
| enhanced when there is some spontaneity, so it is | | | | subscribing hosts and producers from media outlets |
| better to request a format in | | | | nationwide. It has a Web |
| which you don't stick to a text, but only to an overall | | | | site: producers are heavily worked, almost always |
| framework of questions | | | | busy lining up guests |
| that have been agreed to in advance.2. There is the | | | | and arranging the logistics of each program. You |
| interview conducted by the charity itself. While these | | | | might not reach a producer |
| can be | | | | the first time you try calling. Persistence is usually |
| effective, especially if done with leeway for ad-libbed | | | | required.- When you call a talk-radio producer, show |
| conversation to boost | | | | that you know something |
| credibility, there is something more authoritative for | | | | about the program by mentioning a recent topic or |
| many listeners when a | | | | guest.- Try to link your idea with some issue or event |
| station employee conducts the interview.3. There is | | | | that's in the news. Most |
| the news interview conducted by a reporter. These | | | | producers look to the headlines first in trying to line up |
| can be the most | | | | show topics.- If you can inject controversy into your |
| intimidating exchanges for the interviewee, because | | | | topic, you have an advantage in |
| the questions aren't | | | | trying to get a guest spot. Talk radio generally thrives |
| reviewed in advance, so you have to be quick on | | | | on dramatic issues and |
| your feet in answering.If you have an opportunity to | | | | exchanges. It isn't supposed to be sleep-inducing.Look |
| choose among these various formats, the one | | | | for the third part of this article, next week.Michael |
| that usually offers the most potential to show you and | | | | Levine is the founder of the prominent public relations |
| your organization to | | | | firm Levine |
| best advantage is the first, because it is more relaxed | | | | Communications Office, based in Los Angeles. He is |
| and you're usually given | | | | the author of Guerrilla PR, |
| a chance to know what you'll be asked about and to | | | | 7 Life Lessons from Noah's Ark: How to Survive a |
| frame your responses in | | | | Flood in Your Own Life. He is available as a keynote |
| advance.If you are interviewed, it is recommended | | | | speaker. He can be contacted by email: GuerrillaPR.net |
| that you try to get to know the | | | | is a resource for people that want to get famous in |
| interviewer before the tape actually starts rolling. This | | | | the media, |
| will help you relax | | | | without going broke. |
| during the interview itself. When the interview is under | | | | |