For authors and publishers, the best time to get excited about a telephone radio interview is after the radio interview has aired. Yes, it’s wonderful when your wish to appear on a radio show by telephone turns into an invitation. But until the radio interview actually airs, a radio interview is still only a hope. There are so many things that can go wrong with a telephone radio interview, and most of those problems with radio interviews happen right at the beginning — when you schedule the radio show.
Book publicists (and I am one of them!) like to say that it’s best for authors and publishers to use a book publicist to conduct a book promotion campaign. Book publicists admittedly are biased, but here’s the reality behind our claims that we do earn our keep as part of a book promotion strategy.
Share Radio Interview Details with Producers
Most authors and publishers who set up telephone radio interviews don’t do this all the time the way that book publicists do. Book publicists who talk with radio show producers know to give, and receive, the key information:
- Who’s getting in touch with whom? Is the author responsible for calling the radio show, or will the radio show producer or host call the author?
- It’s more common for the radio show to get in touch with the author for the interview. So, if that’s happening in this case, make sure to pass along the primary way to reach the author on the date/time of the interview as well as secondary contact information. If the radio producer or host calls the author’s phone number or tries to Skype (or Facetime) and can’t get through, what’s the backup plan? Does the author have the studio line, just in case?
- Is everyone clear about the time zones in question? Completely sure? One hundred percent, absolutely positively sure? Good if you’re sure. Double check to ensure that the producer/host is clear about the time zone, too.
- Is the interview live, or is it taped? You can pretty much assume that, either way, the interview will not be edited. But if you’re letting friends, relatives, and social network friends and followers know about the show, you should be clear about when it’s going to air.
- What’s the duration? Short interviews require authors to deliver messages concisely, while longer interviews enable authors to drill down and share additional information. Hosts with only a few minutes of air time need for authors to respect the need for brevity. Hosts with a lot of time to fill dread talking with monosyllabic authors…so know what you’re dealing with, and you’ll be able to deliver.
- What’s the format? What are the demographics? Will there be calls from listeners? Listening to the show before appearing on it is always a good idea. That way, authors know whether to expect an intelligent conversational exchange or verbal combat — and can be prepared for either.
- Make sure you add the radio interview to your calendar. Set an alarm or reminder. Be where you said you’d be. Disable call waiting. Clear the room. Don’t be the one to drop the ball! If the radio interview has to be rescheduled, don’t let that be your fault.
When Radio Interviews Must Be Rescheduled
Book publicists are uniquely positioned to run interference when telephone radio interviews don’t go as smoothly as everyone hopes — which, unfortunately, can be as often as not. For example, if a radio producer doesn’t call the author, it’s a lot easier for the book publicist to chase down the radio producer. And, because the book publicist has a job to do, it’s far easier for him or her to say to the radio producer, “I’m afraid we got our wires crossed. John the Author was expecting a call from you at 7:50AM Eastern Time. He’s actually standing by if we can still make this happen now. Otherwise, would you like to reschedule?”
Authors can be too rattled when the phone call from the radio producer doesn’t come through to take positive action. It’s not unusual for author to assume that radio show producers or hosts changed their minds — you know, that they’ve caught onto the fact that the author wasn’t worthy of the book promotion opportunity, and it was all a mistake. (Yes, many authors do tend to have some self-doubt from time to time. You’re not alone.)
Usually, when telephone radio show interviews don’t happens at the time and day they’re scheduled, it’s not meant as a judgment against the author or a sudden realization that the author was unworthy. Rather, it just means that something else came up…a breaking news story, perhaps…or maybe someone at the radio studio just messed up. Book publicists know that a million things can go wrong in show business, and we don’t take a missed telephone radio interview personally. We stay cool and professional (although we do share in your disappointment — believe me, we do, because book publicists are human, too). Thus, we can almost always salvage missed radio interviews. That’s one way that book publicists earn our keep.
However, if you’re an author or book publisher who is scheduling your own radio interview, you will be excited when you get an invitation to appear as a guest on a radio show. Excitement is good. Remember, though, to take a deep breath and exchange all of the information you need at the time of the booking. And don’t be afraid to follow up to troubleshoot radio interview bookings that go south, for one reason or another.
Maximize Your Chances of Radio Interview Success
You may be feeling angry or disappointed. But swallow those emotions, and avoid being confrontational. Just swallow hard and try to work out a solution with the radio producer or host. Rescheduling may be embarrassing, but it’s a lot better than missing the potential book promotion opportunity.
Success with radio interviews depends on professionalism: yours and theirs. Focus on details when you book the radio interview for the greatest chance of radio interview success.
Would you like to read more articles like this one? Please visit my Huffington Post blog, Book Promotion to Create Reader Engagement and Community Building.