Part four in the series Radio and TV Interviews and advice

Last week I drove from Tampa to Orlando and never changed the dial on my radio station.  I was completely wrapped up in what amounted to a free radio ad listening to an automobile expert talk about, “How to maintain your car and save money.”  Please understand that when it comes to automobiles, my only concern is that I put my foot on the gas pedal and the car moves.  I have no intentions of ever opening the hood of my car to fix anything, yet I continued to listen to his interview and purchased his book for my husband to read.  Why?  Because he engaged me.  He did what I emphasize with all my clients; he talked to the audience that was listening.   By using several examples on how I could save money fixing my car based on the climate in Florida, not the climate in New York he utilized the interview to sell his product to me.  He hooked me.  He was talking to me.  I found myself nodding and agreeing.  And that’s what you want from an audience, agreement.  You don’t want them to switch the radio dial or touch the remote.  Bottom line – he turned his interview a free radio ad because I purchased the book.

KNOW YOUR AUDIENCE
Before your interview, research the listening area.   Find out if there’s anything special going on in the area and mention it.  By doing this, you’ve just closed a gap between you and the audience by including them.

BE SENSITIVE
Be culturally sensitive.  Again, take into consideration at all times, the viewpoint of the audience you’re talking to.

Remember Shock Jocks?  Thankfully, these types of shows are fewer in number than several years ago.   And it’s not likely you’ll be interviewing with any of these shows anyway, but if you do, the audience will be different on one of these shows than a station with a country music format who does interviews in between music sets.  My personal advice:  Stay away from the Shock Jocks!

SPEAK LIKE AN EXPERT
Give the audience confidence that you know your subject.  Don’t say “Umm” or “You know.”  Give concrete examples.  Don’t use jargon; speak in simple, easy to understand sentences.

Your job is to inform, educate, entertain and inspire.  The host/anchor wants you to be an interesting guest for his or her audience, and that usually means providing the audience with useful information.  If you gear your answers to the audience that is listening, you’ll have more people tuning in than turning off.  More opportunities for ‘free radio’ ads.  And more than likely, you’ll be invited back for another interview.  Now that’s effective publicity.