Harnessing the Power of Television and Radio for Business Promotion

Debunking the Myths about TV and Radio Promotion

Many people believe that television and radio are exclusive platforms for established celebrities, or that they require an insider connection or exorbitant amounts of money spent on professional publicity firms. This is far from the truth. I can attest to this, having been a regular on TV and radio interviews for nearly a decade. It's a straightforward process that I've found enjoyable and rewarding.

Steps to Leverage TV and Radio for Business Promotion

Here's a step-by-step guide to help you tap into the power of these media platforms to bring more attention to your business.

Television

• Start by researching locally or regionally produced programs such as morning shows or news programs. You can do this by checking your local television guide or searching online.

• Get the station telephone numbers, call them, and ask for the names of each show's producer or the news director for newscasts. There might be different directors for each newscast hour, which is even better.

• Pitch your offer to the producer or news director, explaining why it would be newsworthy and of interest to their viewers.

• They will likely ask you to send more information, typically in the form of a news release or a media kit. Ensure yours is top-notch. If you can't reach the producer or news director directly, ask the receptionist or an assistant for their name and the station's contact address.

• Be patient. Don't pester them for an interview. If they're interested and you've made a compelling case, they will contact you. Keep in mind that the time frames for them to get back to you can vary from a week to a year, as they plan their segments in advance.

Radio

The process for radio is similar to television. However, radio has an advantage because most interviews can be conducted via telephone, eliminating the need for travel. I've done almost 100 radio interviews promoting various products.

After your initial contact, wait for your scheduled radio interview by the phone. If you have small children at home, arrange for them to be elsewhere during your interview. Also, try to minimize noise in your environment.

The station usually pays for the phone call. The producer or news director will call you about 10-15 minutes before the show to set up. During this time, you can listen to the outgoing program and the introduction to your segment.

If it's your first interview, you might be nervous. But don't let that deter you. Once you've done your first interview, you'll generally feel more comfortable.

I've had a lot of fun doing radio and television interviews, even from the comfort of my home in Texas, with interviews as far away as South Africa.

Here are some websites where you can find radio stations and research their programs. The third and fourth websites also contain television contacts. Look for radio stations with "Talk" and "Interview" formats. For television stations, review their online schedules.

• Radio Directory
• Radio-Directory
• AJR News Link
• Gebbie Inc

If you're not using television and radio to promote your business, products, or services, you're missing out on a significant opportunity. So, go ahead, explore these media platforms, and take full advantage of them.