August 27, 2004
Oprah's New Contract - She's Sticking Around
Is anyone else out there feeling a bit jealous of Oprah's new contract and agreement to stay on air for another 3 years? She's booked through 2011.
Well done Oprah! What a powerhouse she's become...
If you haven't watched Oprah for a number of years, or forever, you should.
She's doing some amazing things both to the world of daytime TV and to the lives of her audience.
Her audiences come out feeling motivated, informed and well... loved.
That's the word for it. Oprah makes them feel loved.
Sometimes it's tough love, sometimes it's the more cuddly kind. But we men really have some lessons to learn from the way she does it.
And isn't it interesting how she's shifted her image? Years ago it was sleazy daytime stuff, now it's upbeat and motivational.
Of course, some have never forgiven and look down on her. But I guarantee that her audience doesn't.
If you're an advertiser to the adult female market, you should look into buying the show.
But more importantly, if your product appeals to that audience, you can generate huge bumps in your success by being on her show.
We're recently redone and updated our book The Ultimate Guide To Getting Booked On The Oprah Show, including adding three free bonuses:
1. An actual publicist's pitch letter that got her client on Oprah twice!
You can follow this format EXACTLY to make your pitch letter a success.
This bonus extra alone is priceless! But if we were to put a price on it, an accomplished publicist's expertise--would be worth over $500!
2. The Names of All Producers on the Oprah Show.
This includes all the associate producers, senior producers, and even the production assistants. You'll find out why this information is so important in this book. You won't find a list like this anywhere. You would pay at least $200 for a decent data base that only gives you the general number of Oprah's show and just a few of the names of the main producers.
3. The Inside Scoop on Latest Incarnation of Oprah's Book Club.
You'll get this 7 page booklet when you buy, "The Ultimate Guide to Getting Booked on Oprah." In this booklet you'll learn:
What makes an Oprah book.
What goes on behind the scenes of a bestseller.
What Wally Lamb (who landed in the #1 spot on the New York Times best-seller list and who sold over 3 million copies and after being on Oprah) says about success.
Make Oprah's success your own by getting on her show. Find out more here.
Posted by Don Crowther at 04:46 PM | TrackBack
July 22, 2004
How To Prepare For Media Interviews
Both my wife and I were dancers in college; me specializing in flashy international folk dancing like the Russian Hopak and the US Clog plus ballroom dancing like the quickstep, waltz and jive. She specialized in Latin and American Ballroom like the samba, fox trot and swing.
So when we heard that the world champion international collegiate ballroom dance team was performing not far from us, we decided to attend, both to relive old memories and to show our high school senior daughter another possible aspect of the college experience.
We were there on opening night of a two-week stint. The dancers were just getting used to the hot lights, the small stage, and the inadequate quick-changing rooms in this facility.
As former members of a internationally competitive dance teams, we know that performance perfection is lots more than each dancer knowing and dancing their routine flawlessly. That alone takes many hours - I literally spent 2-4 hours on a dance floor virtually every day of my college career.
It also takes hundreds of hours working as a team to ensure that every line is perfectly straight, every hand is raised to the exact same height, every kick is smaller for the tall people and larger for the short ones so that it looks uniform. Then once you get that done, you've got to work on stylizing - smiles, the flick of the head at exactly the right moment, the seemingly casual placement of the flower in the hair, even the way you hold your mouth as you dance to make it look like fun, not work.
It's those little things that make the difference between finalists and champions.
And those little things are the elements that go first when performers are nervous or things start going wrong.
That's exactly what happened in the performance we saw.
Lines were jagged, costume pieces fell on the floor, someone was actually chewing gum, stage entries were a split second late, partners were whispering to each other on stage, and syncopations were off.
At the end, the audience erupted into a standing ovation. But those of us who knew what a championship performance should have been weren't as excited. My comment to my daughter was "their coach is going to have them in rehearsals for 6 hours tomorrow!"
Then something interesting happened. The show hosts came on the stage and announced that an outside show from a different performing company had just been cancelled due to rain, so the ballroom team would repeat their performance in 20 minutes. We decided to stay.
That one was a totally different performance!
Maybe the nervousness was gone, the dancers were used to the stage, the standing ovation had vitalized them, or maybe the coach had said "you can do better."
But this time the lines were sharp, the entrances flawless, the smiles real and the syncopations perfect. Other than that same girl chewing gum, it was a masterpiece. This time every person in the audience heartily stood in applause.
As I pondered what I had just seen, I thought about, amazingly enough, public relations...
About nerves, and their effect on performance,
And about preparation.
One of my basketball coaches used to say "you can never over prepare" (usually just before uttering the words "let's do it again.")
Far too often I see otherwise competent professionals verbally fall apart when the lights go on and a microphone is thrust in their face.
Sometimes it's nerves, but I'm personally convinced that much of it is under preparation.
Unfortunately, many of us have grown so comfortable presenting in meetings that we tend to underestimate what happens to us in a media situation.
First, we're suddenly faced with questions, possibly even attacks, that we don't normally hear in our daily working lives.
Second, we recognize that anything we say could potentially come back to haunt our company and us personally potentially for years to come. (Just watch this year's elections to see evidence of this!)
Here's some tips on adequately preparing for your next media contact:
1. Recognize that this is serious and worthy of preparation. Remember that, though we give allowances for mistakes made on stage by college kids, in the eyes of the public viewing the media, everybody must be a professional. Schedule time for preparation.
2. Carefully script and rehearse your answers to a wide range of questions, both positive and negative. Rehearse your answers, (ideally videotaping your rehearsals) until you sound like your answer is natural and spontaneous. I know that sounds like a contradiction, but adequate preparation actually creates a spontaneous sound.
3. Identify your key message(s) before any media contact so that you clearly know what you're trying to say, even if the reporter has his own agenda.
4. Learn and practice the art of answering the question you want to answer, not the one actually asked. I know, I hate it when I hear it, but pros do it for a reason. I sometimes use the line "what I'm really hearing you ask is ______" then I answer the rephrased question. Or try "what's really important here is..." Practice until you can do this without offending and inviting a rephrasing of the original question. You also have to answer a question that's fairly close to the one they're asking, but this is a great way to turn an attack into a restatement of your agenda.
5. Learn how you personally can burn off some nervousness at the last minute. For me, I find that some physical activity helps - I'm often found jumping up and down and stretching in the wings just before going onstage. If I can't do that, I find that digging my fingernails into my palms or flexing my leg muscles until it starts to hurt helps. Finally, I focus on repeating that innocuous "thank you, I'm very pleased to be invited" phrase over and over in my mind because that's what breaks the ice and gets me going. For you it may be mediation and eating yogurt laced with carefully peeled grapes. Whatever it is, find it and if possible, do it just before you enter the interview situation.
6. Stongly consider getting professional media coaching if you've got either big interviews coming up, touchy issues to be discussed, or are wanting to prepare for future crisis possibilities. It's expensive, but well worth it if you can prevent a disaster.
To get you started in the process of learning more about how to prepare for media appearances, check out our two Audio CD's: How to Ace Your Next TV Appearance and How To Be A TV Show Host’s Dream Date
Posted by Don Crowther at 11:49 AM | TrackBack
July 01, 2004
Looking Great On TV
You've successfully made your pitch, you're standing in front of the hot lights, the show host introduces you...
Look Ma! I'm on TV!
Have you ever had the chance to say this? I can tell you, it's a rush.
And as you well know, it can be great for your business or cause...If you do it right. You could:
A) Introduce yourself like a car salesman, throw out some outrageous claims, smile REAL BIG, and say, "Order now!"
B) Dance to the background music. Laugh like a maniac. Party like there's no tomorrow 'cause you're on TV!
C) Follow a preplanned outline, with short but informative clips, and simple tips for the audience.
D) Smile. Nod. Smile. Nod.
Clearly the choice is obvious, or it should be. Option C.
Here are some tips to make your TV appearance a useful and profitable experience.
- Prepare your three or four key points and rehearse them beforehand.
- Talk in short sentences, and have rehearsed sound bites you can weave into the interview.
- Carry a handkerchief with you to wipe the perspiration from your face. It can get hot under those lights.
- Dress conservatively. That means avoid clothing with stripes, polka-dots and garish designs (unless you're booked on Jerry Springer).
- Avoid jewelry that makes noise or can get in the way.
- Remember to smile, and look like you're having fun. Nothing is worse than a guest who looks bored, indifferent or grouchy (the studio audience tends to hate your guts too).
If you can make the most of your television experience, you will find that it will pay you back later. Positive televised advertising will help your sales far better than many other methods. So, make use of it.
Look Ma! I'm in a newsletter!
Don't know how to get yourself booked on TV? Try this:
On the Air: How to Create Valuable TV Coverage
Posted by Angie at 06:26 PM | TrackBack
June 29, 2004
10 Specific Steps to Take If You Want to Get On The Oprah (Or Any Other Talk) Show
Want to take on the really big fish in the PR pond? Go for the major national talk shows, like The Oprah Show.
Here's some keys from our powerful resource book, "The Ultimate Guide To Getting Booked On Oprah: 10 Steps to Becoming a Guest on the World's Top Talk Show"
STEP ONE: Get to know Oprah.
Oprah's influence
Oprah is the number one talk show host in America. Called the "Queen of All Media" by Time Magazine, she is discussed reverentially as "The Holy Grail of all publicity." Oprah isn't just admired for her honesty, compassion and forthright nature, Vanity Fair Magazine says, "Oprah Winfrey arguably has more influence on the culture than any university president, politician, or religious leader, except perhaps the Pope."
STEP TWO: Know the show.
Search "topic alert." Go to: http://www.marketerschoice.com/app/adtrack.asp?AdID=18031 to sign up for a topic you want to be alerted to. Though the topic is planned and Oprah may have all the guests for that particular show lined up, it doesn't mean you can't get on that show or a subsequent one. Oprah often does one topic and then creates spin-offs from the popular ones. For example, Cheryl Richardson's Life Make-overs topic became....[Find out more when you buy the book.]
STEP THREE: Evaluate your limits and capabilities.
Ensure Oprah's producers can find you easily in many places.
When Oprah's producers search for experts they search the places where experts are found. To be perceived as an expert it's a good idea to have some media attention already. If you haven't had any now is the time.
There is a great way to get media exposure without . . . . [Find out more in The Ultimate Guide.]
STEP FOUR: Realize what it takes to be a guest.
Solve a problem for Oprah and her staff.
Do a personal good deed for Oprah. Have you noticed something Oprah and her staff needs that you have? Do you have a skill that can make some process easier for Oprah? Organizing guru Julie Morgenstern author of "Organizing from the Inside Out." transformed Oprah's producer's offices from untidy mounds of paper and other flotsam to an orderly and neat environment.
Can you do a . . . . [This is something you'll want to know when you're pitching a producer. It's one of the key strategies many guests have used to get on Oprah.]
STEP FIVE: Do your research before you contact the show.
Get a celebrity attached to your name or product.
Relationship and personal coach Heide Banks got on Oprah with the theme of alternative healing. Her book "It Works for Me: Celebrity Stories of Alternative Healing." covered everything from relationships to cancer. Says Banks "I interviewed a number of celebrities for the book because they get attention and I wanted the most amount of people to get the information. On the show each one talked about the form they used. I thought at first we would just talk about form itself--relationships, acupuncture, but Oprah....
STEP SIX: Prepare your pitch.
Create one segment or the whole show.
Your pitch should be designed to generate ideas for one segment or an entire show. Obviously, if you can suggest something that warrants an hour show you win first place.
Here's how you do it: Develop a theme.
Past themes have been "Women who don't want to have sex with their husbands," "What Parents Should Know About Ecstasy."
The Ecstasy show included an examination of a teenager's brain permanently (and shockingly--the thing had holes in it similar to the brains of Alzheimer patients) damaged by Ecstasy who vowed never to use the drug again. This former Ecstasy addict was now educating teens on the damaging effects of the drug. Another teenage girl used Ecstasy recreationally and discussed its effects. And a mother, whose model-perfect son turned into a delinquent addict who wanted to come clean but couldn't, talked about how she lost the son she loved.
The show included an inside look at Raves (parties where kids do Ecstasy and dance all night) and advice from undercover cops. What you need to do is collect the people, statistics, stories, associations, and....
STEP SEVEN: Pitch Oprah's producers.
Pitch on paper. Put together a winning press package.
This is how the experts do it. In your press packet you need four essential things (Each of these items is explained in the book.]
Publicists differ slightly in what they think is mandatory and what is optional. Some believe a traditional press kit that includes a pitch letter, press release and bio, works well. Others think the angle page is most important backed by information that highlights your expertise.
That said, realize that publicists are on the phone regularly with producers pitching ideas and clients. They have a reason to stay in frequent touch as they are constantly coming up with new ideas for a variety of people. At any rate, everyone agrees that you must pitch a segment idea that centers around or includes your topic. The old saying 'less is more' is applicable here. If the producer is interested in an idea he will ask for more information. You can count on that. I suggest you prepare all four items to have them ready to send once asked.
HOT TIP! The quickest way to get attention is to....[Find out when you buy the book.]
In addition those items mentioned above, you'll want to send your book and if possible a. . . . [this one item is what producers often use to make a final decision to book you.]
Ten Questions.
Give the producers the questions you want them to ask you in order to elicit the responses you've prepared in your 5 talking points. Your questions should be both pointed and intriguing. For example, the question to the theme of "Why your kid's lunch can kill them," would be "What is the most dangerous food in your kid's lunch box?" Or, "What's the most common form of food poisoning that most parents never suspect?" Your answer: "The sandwich. Ten minutes in the sun spoils the mayonnaise. Substitute mustard." You tell the problem and offer a solution.
Pitch a hot topic.
Never pitch your yourself, your speech, your product or your book. Instead pitch something that's newsworthy now: a pressing national issue, a controversial subject, a problem for which you have the solution, a common myth debunked. Propose a topic that is relevant to Oprah's audience like....
STEP EIGHT: Handle the producer's call.
Expect things to happen fast once they happen.
Here's typically the way it works. You or your publicist pitches Oprah. Days, months or years later you hear that golden ring of the telephone with the words, "Hi, I'm _______calling for the Oprah Winfrey Show."
Here are some typical reactions:
a) You think it's your best friend calling as a joke.
b) You think it's any old friend calling as a joke.
c) You are in total shock and are rendered speechless.
Once you have recovered from the joke or shock, you can't even remember when or why you called the Oprah Show and have no idea where your talking points are. You try to put together a coherent sentence or two and 30-45 minutes later you are either:
a) Eliminated.
b) Told that the producer will get back to you.
c) Told that a crew will be sent to your location or another location to film b-roll (background story footage) in 1-3 days.
d) Asked if you can fly to Chicago tomorrow to film in-studio.
e) Asked to "stand-by" for a possible call in the future.
f) Any combination of the above.
For Parul Shah, PR manager for Garden.com and current product manager for MSN (Microsoft) Marketing, things went lightning fast. "We faxed a Mother's Day pitch to Oprah mid week, and a few days later got a phone call. They were planning a segment on online shopping and thought it would be fun to include us. They had other dot coms already lined up. The producer called to discuss what the segment would look like and what would look best on the show. They mentioned it would be great to have a celebrity attached like they did with the other dot coms.
"Oprah's producers found Debra Jo Rupp, who was the mom on 'That 70's Show.' The premise: She went online to put her garden together from beginning to end. She ordered our products on the Internet to receive the goods. They wanted to film the Federal Express truck arriving and unloading the plants, garden furniture, etc.. We had to contact various suppliers in different parts of the country to get all the products sent to Rupp's house in Los Angeles (from Austin, Texas) in a very short timeframe. The shoot was on a Sunday and we.... "
Wow the producers with brevity.
Remember, the moment you open your mouth you are auditioning. Keep your list of talking points by the phone when you call a producer (or a producer calls you) so you'll be succinct. You will already have rehearsed your points so that they'll sound natural and inviting. "Nobody gets on the show without a ..." says publicist Leslie Rossman. [Find out when you buy the book.]
If you don't know how to wow the producers with brevity, you may never get a second chance to talk to them.
Clarify how you will be positioned.
There are 4 ways you can be on Oprah. In order of importance they are as:
1. A guest . . . .
[Find out the other 3 ways when you purchase The Ultimate Guide by clicking below:]
STEP NINE: Deal with the "After the call, but before the show," changes.
This section requires some explanation. Sometimes, things get not so pretty in Oprah purgatory. But, if you prepare yourself for the inevitable ups and downs and vagaries of how national TV (not just Oprah) works behind the scenes, you'll save yourself some sorrow.
Think about it this way: National TV follows news. They also follow what's hot in the moment, so your topic may suddenly become passé in favor of the flavor of the moment. That's just the way it is. Some news is much more serious than other news and demands immediate attention from all the networks. One thing you can know for sure: The Oprah Winfrey Show generally tapes....
STEP TEN: Smile! You're on Oprah
Now that you know what it takes to pitch an idea to Oprah, you need to know what to do when you actually appear on the show.
Maintain rapport with Oprah, her guests and her audience.
Communications expert and author, Deborah Tannen calls the repartee on the show "rapport-talk" which typifies the-back-and-forth conversation that is the foundation of female friendship. The emphasis is on "self-revealing" intimacies, oftentimes highly personal or confessional in nature. Oprah doesn't like it when....
Tell a compelling story.
Oprah loves stories with deep emotional resonance. Can you make her audience weep? Can you make them giddy with laughter? Can you make them sigh or gasp? Prepare you best heartwarming or heart-rending stories ahead of time and be ready to . . . .
Now that you've read about all that The Ultimate Guide has to offer, you know that you must purchase this book if you have ever thought about getting on the number one talk show in the world. This information is not available anywhere else at any price.
Normally, you would expect that a comprehensive guide of this quality would cost a small fortune, since there are consultants who charge $1500 to TRY to get their clients booked on Oprah.
But through a special deal with the author we are able to offer it to you for just $147 (plus shipping and handling.) And of course, like everything else we sell, it comes with a complete money-back guarantee.
Get your copy now by clicking on the link below.
The Ultimate Guide to Getting Booked on Oprah
Posted by Angie at 07:31 PM | TrackBack
Lessons Learned From Oprah
One of my main jobs in life is to keep my wife happy. Yesterday, I did just that.
Over the years, I've been on many sets, but my wife hasn't. For years she has had the dream of attending a taping of The Oprah Show.
So yesterday, I took her there and for the first time, I watched from the audience, as opposed to being the guest, client, or producer of a TV show.
The first thing I noticed as we walked into the waiting room, was that this was a very estrogen-laden room. My brother and I were among less than 20 guys in a room of 250.
The Oprah employee at the top of the stairs suggested that this would be a great place to pick up women... Single guys, he's probably right!
But the PR lesson I learned yesterday occurred during the actual taping.
This was a show on summer parties (Yes, we scored! I feared it would be a "rip-on-men" show, and instead we got fed and got stuff!)
The first guest was a catering expert. Her job was to present easy, inexpensive, stress-free ideas on how to decorate for your party. That was reinforced 3 times in the first 2 minutes of her on-air time.
Unfortunately, almost none of the things that she recommended were easy, inexpensive, or stress-free.
They were cute, but not easy or cheap. And they certainly were stress-creators!
You could just see the minds of Oprah and us as audience members as we added up the numbers and hours and saw the totals hit pretty high levels.
After a few minutes, Oprah started putting in little digs. She was trying to be funny, but it was bittersweet, as it was clear that the concepts being presented weren't what they were positioned to be.
The highlight came when the caterer showed an artificial hanging plant decoration over the table. The caterer said something like "go down to Michaels and get a couple of Styrofoam rings and some silk greenery. Then glue the greenery to the rings and hang it above your table to get an instant 'wow' factor." (Keep in mind that I'm doing this from memory, so these quotes aren't exactly right, but this was the essence.)
Oprah: "You actually expect me to glue that stuff to those rings? Are you kidding?"
Expert: "Yes, it's really easy."
Oprah: "Who did this for you, is he in the audience?"
Expert: "Jesus (pronounced yay-sus) did it - he's right there."
Oprah: "Jesus, how much time did it take you to do that?"
Jesus: "Not long"
Oprah: "How long?"
Jesus: "Only about 45 minutes"
Oprah: "And this is what you do for a living, right?"
Jesus: "Yes, but it was easy."
The point was well taken.
Then, as soon as we were off air, Oprah turned and said "Jesus, how long did it really take you to make that?"
Here's the lesson - the caterer made a key mistake in positioning her content for the show: she pitched her hints as being easy and expensive. They simply weren't.
The exact same content, labeled as "perfect summer party decorations you can make yourself" would have gone over perfectly! The problem was in the positioning. Or, since she was probably asked by Oprah's producers to give easy and expensive, perhaps the problem was in what she presented. Either way, the gap killed the presentation.
What do we learn from this?
Be straightforward in what you pitch, as you'll have to deliver it later on. Don't say you'll do A and actually do B - everyone can name examples where we've seen hosts lay into guests for gaps in what they are presenting.
The show got lots better after that, and I recommend watching it. They told us that it would air July 16th. I'm the slightly balding guy next to the foxy redhead wife you might see beside the aisle as Oprah enters.
Oh, and by the way, the book club's back! East of Eden by Steinbeck.
And yes, I bought my wife the sweatshirt.
And yes, she was happy.
Want to know more about getting on and succeeding in daytime talk shows?
The Ultimate Guide To Getting Booked On Oprah
Three CD audio package teaching more about Getting on Oprah
Posted by Angie at 05:53 PM | TrackBack
June 25, 2004
How to Handle TV Interviews
TV Interviews - they're one the holy grails of the PR industry, so we all want to get them, but at the same time we live in fear of committing the ultimate faux pas in front of millions of our closest friends and relatives.
While we can't solve the problem completely, here are some remedies that will help you to have the best TV interview possible:
-- Always prepare for the interview. The temptation, because you know your company and industry, is to want to sound natural by talking off the top of your head. Don't! Make sure you know the the objective and the point of view of your interviewer. If you don't prepare, don't be surprised when your interview turns into a roast, and you're the guest of honor.
-- Convey information, especially in the tough points. The natural inclination is to try to change the subject of the question so that you don't have to answer the tough ones. But all that does is make your interviewer focus even more sharply on the point, and ask it again and again until you look like a fool. Come prepared with ideal answers for both the positive and negative questions you may be asked.
Sometimes you will be prohibited by law from answering certain questions, like when you are a defendant in a court case, or during corporate quiet periods between earnings announcement. If the question fits those circumstances, say so and explain why. Then freely answer the ones you can answer to make up for your silence.
-- Always tell the truth! You are not obligated to answer every question. But if you lie, someone will find out, and it will damage you! It's better to give no answer than to lie.
-- State your message, even if it's different than the interviewer's objective. Try to get the message out early enough in the interview so that you don't forget and so that the interview doesn't become totally derailed before you are able to make your point. Try to state your point often, in different ways, to ensure that they know your position. Repetition helps the message really sink in.
-- Don't come tired or otherwise impaired to an interview. Mistakes happen when you're tired, stressed, or suffering impairments to your normal judgment (read: under the influence). Certainly there will be times when a crisis puts you in front of a camera after 2 hours of sleep, but in a "normal" situation, do everything you can to avoid it. If you're on the west coast and have to do a morning show, plan to hit the bed at 6:00 PM to get plenty of rest. (One of my favorite recent studies showed that it's more important to get 8 hours sleep before a final than to spend 1/2 of that studying - it's too bad that I didn't know that when it counted!) Avoid alcohol in any form before your interview, it will do a better job of dulling your senses than calming your nerves, and meditate before going to the station to get yourself focused.
-- Don't speculate. Predicting the future is messy at best and will certainly come back and haunt you. If you predict bad times, and they happen, you're in trouble. If you predict good times, and they happen, everyone wants to know if you did something illegal to achieve it. Stick to what you know! There is nothing wrong with the answer, "We don't speculate on future events." Otherwise, you're heating the hot water that you'll eventually be boiled in.
-- Smile! Unless some terrible tragedy has happened.
-- Don't stare at the camera. It makes you look like a shameless, self-focused media glutton with an ego the size of Saturn. Keep your attention fixed on the interviewer and have a conversation with them. Look them in the eye. Remember the term "shifty-eyed"? It will apply to you if you let yourself get distracted and look around the room too much.
There is one exception to this. You may want to focus on the camera once during your interview as you state your key point. By doing it once, it stands out and creates a feeling of sincerity.
-- Tape the interview, both as it occurs and as it is broadcast. You may need the former to defend yourself, and both are for analysis and coaching.
-- Practice 20-30 second answers Most people can't make a point in less than 2 minutes, but the media wants quick, punchy answers. I remember the day that my speech teacher pulled me aside after a legislative forum competition and showed me his two stopwatches - one showing how much of my question/answer time was wasted, and how much was valuable. It was shocking to say the least. You won't get this unless you practice, just like learning the lines in a play. Find 3-10 ways to make your point, each in 20 seconds, and you'll have a great arsenal you can use whenever you get a question.
-- If you can, get interviewed on your premises If you're powerful enough, or can create a good enough case to have the interview on your premises rather than at a station, do it. You'll be more comfortable and less likely to make mistakes. Plus, this gives you an opportunity to take the cameras and interviewee on a tour - a great way to show off your company and to portray you as relaxed.
-- Get coached. One of the best things you can do to score points on air is to get some professional media coaching. There are many good coaches available. One of our favorites is Judy Jernudd
< http://www.judyjernudd.com > from California. (310) 306-6999, Judy@JudyJernudd.com Tell her you heard about her from us and she'll probably throw in an extra bonus. She's excellent at helping you to structure answers to tough questions, to reveal things you didn't even know you were doing, to teach you the skills you need to make a great impression, and to help you produce business results.
Still not sure you know how to handle the interview? There are lots of resources out there. If you'd like to see what we have, you can try these links:
Special Report #2: Questions You Can Expect Reporters to Ask During an Interview
How to Become An Expert Spokesperson That the Media Will Love
Posted by Angie at 12:25 PM | TrackBack
June 24, 2004
How To Get Radio PR
One of the best sources for instant PR exposure is radio. Though it seems like a dying medium, it is in fact still going very strong. Think about it for a minute...every morning, most commuters are entertained on their way to work by a radio morning show. When the commute home begins, the radio comes on again. This will probably continue at least until technology finds a way for a person to watch television while driving (there's a scary thought). So, it makes perfect sense to target a radio audience for your product/issue/theme/story.
Here's the problem: because of the nature of radio, it's a far different pitch than print and even TV. Radio producers are looking for someone who can entertain their audience. The message can still be informative, but entertainment is the king.
Now you know what you're up against. Don't get discouraged. Believe it or not, it's not too hard to adjust your message so that it works on radio.
First, consider how your subject fits the format of the station. Remember that some stations talk only about certain topics while others seem to know no bounds.
Second, unlike regular media where you're focusing on news value, on radio, you should be focusing on what is most interesting and individualize-able about your topic. Be specific! What's the difference between talking about general politics and the Bush administration's approach to Iraq? Specifics! Many could care less about the bulk of politics. But most people can clearly identify with some point of view or another regarding the Iraq conflict. Radio is about angle and in many cases controversy. What is unique about your product/issue/etc that concerns them as an individual? If you've got the angle, you've got a much better chance of being chosen to be interviewed on-air.
One area that's entertaining and individualized is sex and attractiveness to the opposite sex. Most radio hosts love these topics because they can play around the edges of propriety, which helps boost ratings. So if there's any way that you can bring these areas into your topic, you should consider doing so.
For example - I recently saw a study that showed that troops who fight in foreign wars have a much higher chance of divorce than the average person. So, if you had a stand regarding Iraq, how could you bridge this study into your comments? By doing so, you can suddenly move from just another opinionated person to a topic that the hosts can use to boost their popularity.
Third, consider the power of saturation. Is your product or service something commonly seen, or will it be? If people see or notice something around town that they have seen or are seeing around town, they will take note. They will also listen closer to find out what the fuss is about.
Fourth, how can you apply it to the local audience. Since most radio is very localized, you'll have a much higher chance if you can talk about how it impacts that local market. Back to the troop examples, if you can get a quote from the local reserve commander or show 5 examples from that town of troops that got divorced after coming home, you'll be able to localize the story.
Fourth, try gearing your interview or promotion so that it makes the station or their sponsors/current advertisers look good. They love this because it helps their ratings. Sometimes this isn't very possible. But if you can do it, by all means, do so! So if you want to promote the opening of your new store, try giving away a brand new convertible from their main car dealership and tell the producer about it. That way, both you and their advertiser get credit.
Last of all, are you concentrating only in radio? It's a great medium for communication. But, if you have the chance of television, newspaper, Internet or other options, take them. You're trying to reach as many people as you can. If someone sees the same product or service advertised in several different media outlets, they are more likely to take notice, and possibly even pay closer attention.
We wish you all the best in your radio endeavors! Check out our
Special Report #28 How To Get Booked On Radio Talk Shows, Give a Great Interview, and Get Invited Back
Posted by Angie at 04:41 PM | TrackBack
The Ultimate Guide to Getting Booked on Oprah: 10 Steps to Becoming a Guest on the World's Top Talk Show
The following is a true story - the names haven't been changed to protect anybody!
Just a few moments ago I sat down to write about a powerful new book that we just made available on 101PublicRelations.com. I had to check a link, so called up my web browser, only to see the following MSN article pop onto my screen: http://www.1shoppingcart.com/app/adtrack.asp?AdID=12930 It's a fascinating study, not only of the power of Oprah but also of the power of an effective public relations campaign in building a business. It describes how one woman took her business from zero to $1 million in sales in just 12 months, with the help of a single mention in Oprah's "O" Magazine.
Now, for the first time, we are able to offer you the one and only complete guide to getting featured on The Oprah Show.
It's called "The Ultimate Guide to Getting Booked on Oprah: 10 Steps to Becoming a Guest on the World's Top Talk Show."
It's the first and only book that contains all the exact information that you need to make your dream of appearing on Oprah a reality.
In this comprehensive guide you'll learn:
- Strategies that prestigious publicists have used over and over to get their clients on Oprah
- Techniques to capture an Oprah producer's interest in 20 seconds or less
- How to handle everything from the pitch letter to your actual appearance on the show
- The secrets Susan has used to help authors and entrepreneurs make their appearance unforgettable--and get more air-time
- The 10 qualities of an Oprah guest
- How to create a successful pitch of your own that will WOW! producers
- Little known information that producers don't want you to know
- Mistakes you can't afford to make
- Behind the scenes secrets
- Angles that have worked for famous and unknown Oprah guests
- The most important things to remember once you're on the air
- What top publicists say "off the record" about the Oprah Show
- Why it's essential to understand Oprah before you attempt to get on the show
- The 3 magic words you must know to succeed
- What not to pitch--under any circumstances
- The 3 times you should refuse to be on Oprah
Click for more information on how you can power your business to a whole new level through getting booked on The Oprah Show
Posted by Angie at 03:37 PM | TrackBack
How to Get Booked on Radio Talk Shows, Give a Great Interview and Get Invited Back
How many times have you sat in the car listening to a talk show and thought "I ought to get my company onto that show?"
Yes you should! Radio talk shows fuel literally millions of dollars in sales every year.
No other medium lets you promote your product, service, cause or issue in front of thousands of people while sitting at home in your jammies.
And what's even better, producers of talk shows want to talk with you! They are constantly on the lookout for great guests to help them entertain and frankly, to help them build the ratings for their station.
And the more clever your idea, the more compelling (even controversial) your subject matter, the more timely your topic, the better.
We've literally seen companies turn their entire business from struggling to pay the bills to struggling to ship out all the product ordered, simply from a few well-done talk shows in key markets.
Want to know more on how you can get invited to be a guest on a radio talk show?
Download Special Report #28:
"How to Get Booked on Radio Talk Shows, Give a Great Interview and Get Invited Back" for only $9.00.
In this report, you will learn:
- How to find radio talk shows that book lots of guests
- What producers say they look for in a compelling guest
- Blunders that will NEVER get you invited back
- How to prepare for your interview
- Secrets for selling more books and other products on the air
- How to follow up with the host
Get your copy now!
Special Report #28
Posted by Angie at 03:30 PM | TrackBack
Pitching To Talk Show Producers -Sell "Show Ideas" Not Products
The biggest mistake authors make when trying to get onto major radio and TV shows is pitching either themselves or their books. Don't pitch authors! Pitch issues. Don't pitch books! Pitch shows.
Example: If you wrote a book about how children of divorced parents suffer long-term effects well into adulthood, don't try to entice TV producers with the book. Entice them with an entire show around the topic of "Children of divorced parents: Do they ever recover?" Then suggest two or three other guests that tie into your topic who also could be interviewed, preferably someone who is on the other side of the issue. If you can do that, you've just given the producer an idea for an entire show, and they're more likely to bite because you've done their work for them.
Remember three key points:
1. Sell show ideas, not your product
2. Appropriate controversy gets ratings, so if you can help to create some, you'll be more likely to get booked
3. The more you can make the producer's job easier, the easier you are to get booked!
Posted by Angie at 02:07 PM | TrackBack
June 22, 2004
Get On Today's Hottest TV Talk Shows
Want to get on the hottest TV talk shows? The first step is to determine whether you have a topic that might fit. Here's a look at the topics two of the hottest TV talk shows are on-air today:
The Oprah Show:
The Oprah Show gives us two great ways to help us determine what topics she covers. First is a list of upcoming shows, found at http://www.oprah.com/tows/intheworks/tows_works_main.jhtml
Here's what's currently listed there (each of these can be clicked on at her site to find a page with more description and a form where you can provide your information and "tell your story" - remember, Oprah loves stories!):
- Who's your Inspiration?
- Chicago Only: 20 year class reunion coming up?
- Want to get out of your comfort zone?
- HEY CHICAGO! Ready for a TRADING SPACES makeover?
- Did you recently do something outrageous?
- Are you 150 pounds or more overweight?
- Have you been obese since childhood?
- Are You Obese?
- Are You Treated Badly Because of Your Weight
- Want to SWITCH JOBS for a day?
- What if YOUR BOSS had YOUR JOB?
- Want your husband to be a better dad?
- Does your husband work too much?
- Fathers Speak Out -- what challenges do you face?
- Do You Have a Room With Potential That Needs Help?
- Did You Just Build Your Dream House?
- CHICAGO VIEWERS- Confused about world issues?
- Attention Fathers: Were you recently laid off?
- Did You Create Your Fantasy Room?
- FATHERS SPEAK OUT -- what are your complaints?
- Party!
The second (and personally my favorite) place is to look at the show archives here: http://www.oprah.com/tows/pastshows/tows_past_main.jhtml
Here you can see a list of every show (by date) run since January 1999 (which by the way, is an interesting way to see the way the show has morphed from 1999's Sexiest Island Man and Island Newlywed Game to today's more life changing [what? meeting up with a sexy man on an island doesn't change your life?] topics)
Again, each day's subject is linked to a page that gives more detail on that day's show, so you can find out exactly the tack she took in talking about it.
Here are some samples from the archive to show you the power of this tool:
Show Archive: October 2002
10/25/02 Inside Personal Journals 10/24/02 That's Incredible! 10/23/02 How I Work from Home 10/22/02 Is War The Only Answer? 10/21/02 Mothers Who Lose Control 10/18/02 Emotional Eating Follow-Up 10/17/02 More Mothers on Motherhood 10/16/02 Bonnie Raitt, Natalie Cole and K.T. Oslin 10/15/02 Dating Over 35 10/14/02 Get Real About Your Looks 10/11/02 More Smart Kids 10/10/02 Mammograms, Self-Exams, Hormone Therapy - Why Are We So Confused? 10/9/02 Where Are We Now? 10/8/02 What Mothers Honestly Think About Motherhood 10/7/02 Girls' Night Out 10/4/02 Can We Save Amina Lawal's Life? 10/3/02 What Can You Really Afford? 10/2/02 Breast Cancer Battles 10/1/02 Oprah's Hilarious Practical Jokes
Show Archive: September 2002
9/30/02 Former NYC Mayor Rudy Giuliani 9/27/02 Emails To Oprah 9/26/02 Big Fat Wedding Bloopers 9/25/02 Murders at Ft. Bragg 9/24/02 Small Space Makeovers 9/23/02 Be a Man 9/20/02 Rock Star Bono's Mission 9/19/02 Abductions: Children Who Got Away 9/18/02 Goldie Hawn and Susan Sarandon 9/17/02 What Your Mother Never Told You About Motherhood 9/16/02 Good News! 9/13/02 People Who Sing! 9/12/02 9/11 Father's Day Tributes 9/11/02 9/11 Mother's Day Tributes 9/10/02 All-Time Best Dr. Phil Moments 9/9/02 9/11 Victim Lauren Manning Comes Home 9/6/02 What Your Mother Never Told You About Sex 9/5/02 Child Dangers Every Parent Should Know About 9/4/02 Is the Media Your Child's Other Parent? 9/3/02 Dr. Phil on Money Problems 9/2/02 Angel Network Million-Dollar Extravaganza
As you can see from this list, Oprah deals with a fairly wide range of topics.
How could you fit what you sell into an Oprah topic?
The View:
Those of you who work during the day may not be aware that there is another highly-rated talk show that comes on right after Oprah called "The View" featuring Barbara Walters and four other women. They're lots more cutting edge (and frankly cutting - I can't watch this show because they make me mad...), but the show gets good ratings and should be on your radar screen if you have a topic that appeals to women.
The View is different than Oprah and most of the other daytime talk shows, because it covers a range of topics in each show.
Here's this week's topics as found on http://abc.abcnews.go.com/theview/schedule/schedule.html
MONDAY October 21 Geena Davis; how to fix hair disasters; "The View on Crime" investigates a case involving a woman's death and automobile safety.
TUESDAY October 22 Tim Robbins (The Truth About Charlie); runway-to-reality fashion show; musical guest Keith Urban; two CIA wives (authors, Dare to Repair) tell the co-hosts about their fix-it book written because their husbands were always "on the job."
WEDNESDAY October 23 MTV's Carson Daly; the hottest new cars for women; musical guest Kelly Roland.
THURSDAY October 24 Mia Farrow; musical guest Rod Stewart; Barbara Walters responds to mail addressed to "Barbara's Mail Bag"; part one of "The Total View Makeover" introduces the lucky viewer who will receive a month-long head-to-toe makeover.
FRIDAY October 25 Gabriel Byrne (Ghost Ship); Kelli Williams (ABC's The Practice); Dr. Steven Lamm outlines medications that serve dual purposes.
Resources to help you get on these shows:
As you are aware, one of our most best-selling products is a manual entitled
"The Ultimate Guide To Getting Booked On Oprah"
Due to the incredible popularity of that manual, we have also produced a series of Audio CD's on the subject. How To Get On Oprah is a massive 3-AudioCD series, providing you three hours and 20 minutes of power-packed information from publicist Susan Harrow. The first CD contains an interview with Susan, where she takes you step-by-step through the process of getting booked onto Oprah. The second 2 CD's take that discussion from theory into practice as you hear Susan consult with 7 different people, helping them understand how they can tweak their pitch to successfully get onto The Oprah Show. You'll find this second section invaluable in creating new ideas, and gaining a better understanding of how you can achieve your goal to get on this most powerful of all daytime talk shows.
This three-CD set usually sells for $29.95 each, totaling $89.85. But GreatPR readers can get it for $59.95 by clicking the link above.
We also have produced a CD especially to teach you how to get on The View. Like the first volume of the Oprah CD, this one teaches you the step-by-step process of successfully pitching The View.
The Daytime Talk Show Package: We know that there are many of you who really need all of this material, so we've pulled it all together into a package of savings for you. Here's what you get:
Manual: The Ultimate Guide To Getting Booked On Oprah, $129 + 8.95 s&h
3-AudioCD Package: How To Get Booked On Oprah, Regularly $89.85, special to readers $59.95 + $5.00 s&h
1-AudioCD Package: How To Get Booked On "The View", $29.95 + 3.47 s&h Total Value $236.32 (or $266.32) Special package price $197 + $12 s&h (you save $27.32!)
Posted by Angie at 12:51 PM | TrackBack
How To Get Top TV Talk Show Producers To Book You As A Guest
Your phone rings. You answer it and hear:
"Hello, this is Jonathan Gray, a producer for the ________ show" (insert whichever talk show you would give up a week's food budget to be invited to be a guest on), "have you got a minute?"
If you're normal, the first thing that goes through your mind is that you're in the midst of some kind of cruel joke played by one of your most devious friends.
But then the thought occurs to you, "what if this is for real?"
You wisely decide that, real or not, you'd better say something now, as convention requires you to reply when someone asks you such a question.
You stammer out a "yes."
A few moments later, you realize that this is no joke and suddenly you get VERY interested in this call.
There are several very important things that you need to realize if you want to have success whenever you are on the phone with a producer for a talk show.
Recognize that:
1. Though the language of the call sounds like the producer is discussing options with you as they develop the episode, you are actually being auditioned for a part on their show. This is probably the most important thought that should be going through your mind whenever you are on in contact with a producer. That means that this call is just as important as an on-air interview, so your words, your tone, and your reactions need to be carefully chosen throughout the discussion.
2. Helpfulness, creativity and willingness to work with their requests is key. This is definitely a buyer's market: producers have a wide range of "experts" available, many of whom would kill to fill a spot in their segment. The best way to stand out is to partner with the producer, listening to their thoughts, asking if they would be open to some other ideas, then building on their theme by adding your ideas to help to put together the program that best communicates what they want to say.
3. Availability is key. We have a friend who jumped on a plane from Colorado to be on a major network talk show in New York. Five minutes before his segment, a news story erupted, so he was bumped. He flew home. They rescheduled. He flew back out, only this time to be bumped by the East Coast blackout. He fortunately got a plane out and got home very late that night. They called again to reschedule. "No problem!" He made no threats, asked no questions, just jumped another plane. This time he got not only a hero's welcome, but airtime! Suddenly the phone started ringing with more offers from other shows, building his business as a result.
What would have happened if he had said that this was too much of a hassle? I know the thought crossed his mind -probably several times over Ohio alone. But along with the good comes the bad, so you have to work with the situations you are handed.
Would you like to know more about how to get booked on major TV talk shows? Check out our new Training Manual: Secrets To Get Top TV Talk Show Producers To Book You As Their Guest, by Susan Harrow here:
There's gold in this report!
Posted by Angie at 10:43 AM | TrackBack
Are You Ready For The Big Time?
Imagine...
Your phone rings, you check the caller ID, it says Harpo Productions.
As a GreatPR person who understands the power of big-time media exposure, your heart skips a beat.
You pick up the phone...
And find out that despite popular belief, it is actually true that there are producers at The Oprah Show, and one of them's on the line wanting to talk with you!
It turns out that they're running a show next week on one of your subject areas, they've found you on the Internet, and would you be interested in doing a pre-show interview to see if you'd be a fit for the show.
What do you say?
The first impulse is to stammer an amazed "yes".
However, when this happened to one of my friends yesterday, her answer was "thank you, but no thanks."
Now why would a well-spoken expert in her field, who has built several successful companies from the ground up, who I have interviewed for a show and know that she would do a great job, say no to Oprah?
She gave three main reasons, which I believe supply some great thinking points for all of us:
1. The business they were asking about is not her mainline business. She knows that it's difficult to have the big-time media consider you to be an expert in more than one field, and she didn't want to expend her "expertise capital" on an area that wasn't central to her "real" business.
2. She didn't feel properly media-prepared. Though she's a very able interviewee, she realizes that if you blow a pre-show interview, the chances that you'll ever be invited back is virtually nothing. She wanted to bone up on her media skills before jumping into a situation she might regret later.
3. Given these two reasons, she saw this as a great opportunity to create a relationship with the Oprah producer by giving him some great information and leads of other people in the industry that could go on the show. Thus, her "no" answer turned into a foundation for the future, as she is now being seen as one who is a helpful source.
I applaud her and her decision.
Don't take me wrong, I'm a huge fan of Oprah and the other big media players. But it's vital that you know yourself, and don't say yes until you're ready, sort of like the high school girl who accepts an unexpected date from the captain of the football team, only to discover that sometimes life isn't all that it's cracked up to be.
As I've thought more about my friend's experience, I believe there are two other major lessons that can be learned from this experience:
1. Be Prepared:
I'm an Eagle Scout, and even though it's been over 30 years since those green-shirted days, I still have vivid memories of my scoutmaster preaching the advantages of "being prepared". "Preparedness," said he, "is much more than carrying an emergency tool kit in the trunk of your car. It means that you constantly live your life at a level so that you're prepared to deal with whatever issues life brings your way."
As a 12-year old, I believed that I had to be prepared for everything, from being able to administer first aid to how to defend myself in case of attack by rabid wolverines.
Now that I've grown up, I realize that I don't have to be an expert in everything (though it's still good for everyone to know first aid - how's your ability to save
someone's life through being CPR certified coming along [I've had to use that skill twice so far in my lifetime]?), but I certainly do need to gain expertise and
keep it in place in the key areas that apply to my family and my work.
One of those areas that should be a constantly-maintained skills for every reader of this newsletter is the ability to, at any time, turn around to find an unexpected microphone thrust into your face, and still be able to give a great interview.
Here's some tools to help you do that:
Oprah-Specific:
The Ultimate Guide to Getting Booked On Oprah
Talk-Shows:
How to Get Booked on Radio Talk Shows, Give a Great
Interview and Get Invited Back
Questions You Can Expect Reporters to Ask During an
Interview
2. We need to understand the real focus to our lives and businesses.
I've just gone through a very interesting strategic planning process that I'll tell you more about in a future newsletter. The net result of that process was that I
came to understand that much of what I'm doing isn't what I really want to do.
So I now have a new focus to my business (rather, it's the focus that I've always thought I had, but never really did much to make it happen...)
This is causing me to make some hard choices. One set of choices comes in choosing which projects I want to work on. So I'm now pickier in the projects that I bid, and making sure that I will earn enough money on those projects I win to allow me to move my business where I want it to go.
When's the last time you really looked at where you are versus where you want to be, then actually put together a plan (with timelines, action plans and people assigned to make it happen) to get you there?
And while we're at it, developed a set of controls to keep you on track to keep you from dropping back into the well-worn paths that lead you to areas you want to avoid.
And a tracking system to tell you how well you're doing in hitting those new goals.
It's powerful, because it focuses you on what you want to do, instead of just taking what you're offered.
Try it. It really makes a difference!
