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Radio is the Most Intimate Medium. Use It to Boost your PR
Guest articles > Radio is the Most Intimate Medium. Use It to Boost your PR
by: Robert Deigh
Comedian Bob Newhart -- in his TV sitcom ages ago -- did what I consider to be the best routine ever about a hapless guy being interviewed on TV for the first time.
Before the interview, the female host assures him that he'll get softball questions about how he helps people as a psychiatrist. They joke around and make small talk before the show. But once the cameras are on, the interviewer fires off one blistering question after another, leaving Newhart confused, defensive, blushing and, finally, speechless.
It's hilarious when Newhart does it. Not so funny if it happens to you. Executives who want exposure on television -- but who have not had much experience in front of the camera -- should first consider landing a radio interview or two as a way to hone their voices and practice answering questions effectively live on the air. Radio should be part of your public relations activities.
There are two reasons. First, of course, radio is great exposure. Nothing has diminished the impact of radio as a means of delivering message. Particularly in drive time (radiospeak for "traffic jams), you have a captive audience.
Give them a reason to listen and they'll stick with you. Also, radio is an intimate medium that allows you to speak directly to the listener -- and paint a picture in their imagination about your issue, product or service -- with little distraction from visual images.
Second, it is a great way to build your media chops doing live, on-air interviews without the distractions of the television studio. They include lights, makeup, the stare of the camera, your posture and clothing, floor-manager signals and the need to appear rested and physically engaged -- even if it is 8 p.m. after a 12-hour workday.
Appearance counts for too much on television if you're not prepared. The way your clothing "reads" on camera, the size of the bags under your eyes, razor stubble, body language and the distractions of jewelry are a few pitfalls. And if you're like me, with a great face for radio, you'll especially welcome the opportunity to do an interview in shirtsleeves, late in the afternoon, and not worry that you look like Richard Nixon at the first televised presidential debate.
You should consider a few basic things before and during the interview:
Keep these guidelines in mind during the interview:
Robert Deigh is principal of RDC Communication/PR and the author of "How Come No One Knows About Us?" (WBusiness Books, available May 2008), the PR guide for organizations large and small that want to win big visibility. Deigh helps organizations increase their visibility and build their brands by creating strong and positive relationships with the press and other audiences. He is also a well-known speaker and trainer on media and PR topics. Want more free info to build your business? Subscribe to Deigh’s popular monthly 1-page online newsletter “PR Quick Tips” from his website at www.rdccommunication.com. He can be reached via email at email@example.com, or by phone at 703-503-9321.
Contributor: Robert Deigh
Published here on: 03-Feb-08