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