People do it all the time. Churn out a press release, mail it to a radio station and hope for the best. As the days pass by, there are no calls and no interest. And even better, when you make a couple of calls to check on the status of the release!no one has read it!
The following are components of radio and TV press releases that 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 and seminars are dedicated to the art of constructing the most effective ones. Don’t get scared now! Writing a killer headline is definitely a skill that can be developed; all you need is a clear and concise overview of your topic.
Ok, now write that idea down on a piece of paper. 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.
First and foremost, your headline must instantly communicate the topic of the show. If you can come up with a conversation based on the headline!you have found the perfect one! Generally, headlines should be no longer than one sentence. As this is a lot of weight to put on a single sentence, sometimes you will need a subhead to support it. If you are using both of these elements, they should work together to form a cohesive view of the show.
Here are two examples of the successful headline and subhead combination:
Global Economic Chaos? Expert Reveals Predictions on Grim Future of United States Economy
Are Personal Conflicts Ruining Your Life? How to Successfully Remove Squabbles in Everyday 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. Make sure to 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! A great way of doing this is to write both the headline and this section together.
Below is an example of what we have discussed.
Global Economic Chaos? Expert Reveals Predictions on Grim Future of US Economy 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 an internationally renowned expert reveal predictions on the grim future of our economy.
3. Talking Points
You absolutely cannot leave these out of your release. They guide the producer and host through your message! 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 ask you questions you’ve created, enabling you to get your specific message heard? This makes you look knowledgeable and makes 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 7 or 10 of these conversation shapers. For instance, here are a few questions that were used in a release for a radio show on “How to Find the Perfect Pet for Your Lifestyle”:
*What are the reasons people get a pet? *Is there a criterion that people should follow when seeing if a pet fits into their lifestyle. *Can families plan ahead for a pet? * 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 10 to 30 minutes for talk radio and 3 to 5 minutes for TV. So, concise is a word you should keep in the forefront of your mind.
Remember: The more you focus your questions on the topic of your book, the more interested listeners will be in it. Well there you have it: the 3 vital elements to making your press release a success.
If you would like to learn more about gaining national media exposure for your company, product or service, without the financial burden of monthly retainers, Friedman would love to help. Feel free to contact her directly at mfriedman@emsincorporated.com or visit her firm online at http://www.emsincorporated.com. As a PR expert Marsha has the ability to get the media attention that you desire without budget busting monthly retainers.
Marsha Friedman has been a leading authority on public relations 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.
- Marsha Friedman
Highlights 
July 29th, 2008 