BUZZBUILDER KIT

The LeadStory™ BuzzBuilder Kit
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MEDIA COACHING

Excerpt from "BRAND YOU: STRATEGIC MEDIA MARKETING"

by Mel Hopkins

Congratulations! You landed your first broadcast media interview and as a literary artist it's your job to maximize the exposure... If this is your first time appearing on television or radio there are a few things you want to do in advance to produce an effective interview. Keep in mind these tips may seem like common knowledge but I find that some people forget the tips once the ON-AIR sign goes on.

1) The show's producer is your new best friend. Learn the show's target audience.

~Provide the show's producer with a media kit filled with pertinent information about you and your product. This information includes a tip sheet, news release, bio, recent professional headshot/composite, proposed Q & A sheet, book synopsis and summary, business cards, backgrounder and if possible a review copy.

Note: If you've written a novel or poetry chap book you will have to promote it differently in an effort to get media coverage. When my fiction book was featured in Black Enterprise, the feature story focused on my sales techniques rather than the novel.

~Every audience is different. Therefore, learn as much as you can about the target audience from the show's producer. In radio, the producer will be able to tell you the number of actives (callers) the show has, a snap shot of the audience and in some cases how to engage the audience in conversation.

~Be mindful of your presentation. Determine how you want to appear based on the show's demographic. For example, is the audience evangelical? If so, then you may want to forgo promoting your MySpace page or web site if you have questionable photos and blogs on display.

2) Contact the sales department.

~In broadcast media, the editorial and sales departments are separate so news gathering and content aren't influenced by sponsors and advertisers. However, this doesn't mean you can't contact the sales department directly and purchase an ad package to coincide with your appearance. Ask the salesperson to assist you with the most affordable but effective ad package to get the word out about your product. For example, a small banner on the broadcaster's web site might assist potential customers in finding you and purchasing your goods.

~If you are appearing on radio give away a few autographed copies of your book and or CD. This move requires the host to mention the name of your product and gets the audience invested in obtaining a copy.

3) Determine what message you want to send.

~Once you developed your brand image your message is crafted to consistently promote that image. If your brand image is the leading women's empowerment coach, then for a specific appearance you want to send one message that promotes your leadership in the field.

4) Stay on message, but be courteous.

~Politicians have this skill on lock down --they always manage to turn the conversation back to their advantage. You want to pick up this skill quickly because it's important to consistently convey your message without irritating your host.

~Any question can be answered with your message and the trick to doing this is carefully listen to the question and get in, where you fit in. Sometimes the easiest way is by providing a life lesson answer that relates to you.

5) Make a good first impression (Appearance, vocal quality and overall presentation).

~Looking good for television and sounding good for radio is crucial to making a good and lasting impression. Even though no one will see you on radio keep the following television tips in mind because it will help you give a good presentation on either medium.

~Television= wear crisp fabrics and vibrant colors. Newscasters tend to wear dark colors because the news is the feature not the News reader. You are the feature, therefore you should stand out and not look like a disembodied head.

~If possible have a professional do your make up so your features don't fade into the background.

~If possible stay relaxed. Drink plenty of fluids. But stay away from caffeine such as coffee because it tends to give you dry mouth under the hot bright lights.

6) Your microphone is always on.

~Every time you speak keep a smile on your face. It will help you sound perky and not monotone.

~Be mindful of what you say at all times. Once you have a microphone on your words will be broadcast.

~On Radio you will have a cough button similar to a mute button. Use it if you have to cough or clear your throat...no one wants to hear that you maybe congested.

7) Thank the host. Follow up with the show's producer.

~Before you leave the set thank your host for the interview. Follow-up with the show's producer and ask for any feedback. Also let him or her know of your future availability.