Monday, January 09, 2012

Radio Days - And your point is?

I sometimes meet people who tell me excitedly "I was on the radio last week!" I congratulate them warmly, and ask them why. The answer is often "because someone asked me". That's fine too. I then ask "What did you achieve?". That often produces a frown and a puzzled look. "Er - publicity?" may be the answer, delivered as a question rather than a statement. 

Don't get me wrong. It's great to be on radio or TV, or be quoted in a newspaper or on a website. But it's worth taking a little time before your interview to think what you want to achieve. If you don't have an aim in mind, your interview will lack focus, and as a result, will achieve little benefit for your business. Of course, you can't use a media opportunity to sell your products or services. A reporter will see through that immediately.

What you can, and should, do is to write down your objective before the event. Keep is simple, such as mentioning your website twice, or delivering your core message three times. Tell someone else what your objective is, and after the interview, sit down with them and assess your performance.

There needs to be a reason for you to speak to a journalist. That reason should have some benefit. Otherwise, what's the point?

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