Most people seem to believe they can write a press release,
mail or email it to a radio or television station and sit
back and wait for the avalanche of phone calls. But as
time passes and no producers are beating down the door,
they make a few phone calls only to discover that no one
even read the release.
The following five important components of radio and TV
press releases will make your show idea come to life for
producers and hosts, and also position you ahead of the
pack.
1. Headline! Headline? HEADLINE!!! Arguably the most
important aspect of your press release, headlines are so
vital that entire books written and seminars focus on how
to construct the most effective ones. Now, don't let this
scare you. Writing a killer headline is definitely a skill
that can be developed; all you need is a clear and concise
overview of your topic.
Write down your show idea and look it over. Now look it
over again, remembering that it should be an idea for an
interview that relates to your book but most definitely not
a summary of the book's theme or content.
What is your key message? Is your show idea newsworthy?
Are there any well-known people you can tie into your
topic? Do you have any impressive statistics that are
relevant? Does anything controversial tie directly into
your subject? The answers to these questions will help you
develop a headline that will capture the attention of
producers and hosts.
Your headline must communicate the topic of the show
instantly in an eye-catching way. It should not be longer
than one sentence and it should be designed to function as
the sound bite on your topic. Now that's a lot of weight
to put on a single sentence!
Sometimes, you will need a subhead to support it. If your
headline gives just a taste of your show topic, then a
subhead will be useful for explaining it further. Anyone
who reads the headline and subhead together should
immediately click what the concept of the show is.
Here are two examples of the successful headline and
subhead combination:
GLOBAL ECONOMIC CHAOS? Expert Reveals Predictions on Grim
Future of US Economy
WISH YOU WERE FIRED?! The Secrets to a Happier Life
2. Topic Summary This is your chance to present a concise
summary of your show topic. It should continue naturally
from the headline and expand on it. The headline gets the
attention and the discussion topic gives the reader more.
The discussion topic component of your press release should
be two or three sentences, tops. Again try to tie your
topic to current events, big names, big money, or
controversy. Don't be worried about repeating yourself in
different sections of the press release. After all, you
want to get a cohesive point across! Tip: try writing the
headline and topic summary together.
Here is an example of a headline and topic summary which
were written together. Notice the bolded words and how
they tie the two together.
Topic Summary: The United States is about to move into a
period of major economic chaos and poverty that will wake
up people to overthrow the rule of money in society in a
ballot-box revolution. Let internationally renowned expert
reveal predictions on the grim future of our economy.
Headline: GLOBAL ECONOMIC CHAOS? Expert Reveals Predictions
on Grim Future of US Economy
3. Talking Points/Questions These are an absolute must for
radio and TV because they are the shaping tools that guide
the host through your topic. Often, hosts read directly
from press releases during an interview. This not only
makes them look knowledgeable; it saves them heaps of time.
So why not have them read questions you've created that
you can answer very specifically, making yourself look
knowledgeable and also making for a great interview.
Yet again you will need to tie in current events and any
controversy that will stir interest. Generally, it is good
to give no more than 10 of these conversation shapers. For
example here are a few examples of questions that were used
in a release for a radio show on "How to Find the Perfect
Pet for Your Lifestyle":
*What are the primary reasons people decide to get a pet?
*What criteria should people follow when choosing a pet to
make sure it fits into their lifestyle?
*What can families do ahead of time to determine what type
of pet is best for them?
*How can families prepare children for the responsibility
of caring for a pet?
*What are some of the things people need to consider before
adopting a puppy or other young animal?
If you do get invited as a guest, your interviews will
generally last anywhere from 5 to 30 minutes, so concise is
a word you should keep in the forefront of your mind.
Remember: the more interesting the questions, the more
interesting your interview.
4. Topic Overview Once you have gained attention with your
eye-catching headline, topic summary and talking points, it
is time to present your full show idea. This is your
opportunity to position your author (or yourself if you are
your author) as an expert on the show's topic.
Do not write a sales piece here. Write the show. Work the
author's name, personal quotes and product name into the
overview. Use the following liberally to build your topic
and profile: statistics, testimonials, current facts,
specifics from relevant news stories, and professional
credentials. Use anything that will interest the producer,
the host and their audience. Try to limit this section to
no more than a page; the ideal range is 4-6 paragraphs with
no more than 4 sentences in each one.
Here is an example of a Topic Overview of the pet show
discussed earlier:
For some people 'cute' is the only criteria they follow
when choosing a new pet. But deciding which pet to adopt
based solely on the animal's appearance can set new 'pet
parents' up for disaster. After all, puppies don't look
quite so cute when they're chewing your furniture! Lack of
foresight is one of the top reasons an estimated 6 to 8
million unwanted pets end up at local animal shelters each
year.
Enter pet expert Dr. Diane Pomerance, author of the new
book, "Pet Parenthood: Adopting the Right Animal Companion
For You." As a bonafide animal lover, she wants to help
prospective pet owners understand how to make the best
decision when choosing a new pet - and to recognize that
adopting a pet is a lifetime commitment and responsibility
that requires much thought and planning.
"There's no denying the attraction to a cute puppy or
kitten," says Dr. Pomerance. "But people need to be fully
prepared for what's truly involved in caring for that
animal. Realistically speaking, they are bringing a child
into their home. If you don't have the temperament, the
schedule or the space requirements to meet those needs, you
should consider a pet that does fit your lifestyle."
Another important factor that often goes overlooked is how
children in a family will interact with the new pet. Pets
make wonderful companions for children and can help teach
them compassion, responsibility and respect for all living
creatures as well as boost their self-esteem. But it's
important to determine ahead of time what type of animal
best suits the household and what role each family member
will take in caring for it.
Money also comes into play when adopting a new pet. Vet
bills can be expensive and upkeep for some animals can be
costly if they develop health problems.
"The reality is, pets can be expensive and time intensive.
When you love your pet, obviously you want to provide the
best care possible. So it is important to understand the
costs and responsibilities ahead of time when choosing your
pet."
5. Biography Oddly, this is the element people tend to
forget, underplay or overplay. It is important to position
the author as an expert. You can cite a variety of
qualifications -- education, career, relationships,
memberships, travel history, odd pets, and more. If the
book is about religion, for example, anything the author
does that pertains to religion is applicable.
Two warnings: Sensationalizing an author's credentials will
immediately turn producers and hosts off, and simply
rehashing a resume with bullet-points is an absolute no-no.
If you take your time developing exactly what a
book-related interview segment will be about, and then put
lots of thought into developing a press release that
clearly reflects your planning, you will command more media
attention.
----------------------------------------------------
Marsha Friedman has been a leading authority on publicity
for authors for nearly two decades as CEO of Event
Management Services, Inc (EMSI). If you would like to
receive her free Ebook "How to Be a Great Talk Radio Guest"
visit http://www.emsincorporated.com .
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