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Four PR Tips For Marketing Your Product Or Service on TV & Radio Without Buying Advertising Time

You have a great product, service, or book, and you know it. But just like “best mousetrap”, it doesn’t mean anything unless your market knows it too. Television and radio interviews are great ways to promote your product to the masses and are usually much more dynamic than basic print advertising.

You might think the only way to get great exposure on TV and radio is to buy advertising time, but there’s an even better and more cost-effective way: harnessing the marketing power of public relations.

Whatever product or message you want to promote, a targeted TV or radio show provides a great forum to get your message across. Hosts are always on the lookout for guests who will help them entertain and inform their audience. With the right PR strategy, you can land those awesome guest spots – pure marketing gold!

Why are these spots golden? You see, when you or your spokesperson are on the air, you’re a star guest on a show whose host has an established following that trusts their message. Your appearance on the show as a guest confers implicit endorsement, bolstering your credibility with the host’s audience; they hear about you and your product or service from their trusted friend.

The best part? An interview as a guest on a TV or radio show is free! Even if you decide to employ the services of a public relations firm to organize these interview spots, such a campaign usually costs about one-tenth of an advertising campaign.

My PR firm was once approached by the CEO of a life insurance agency, and we ended up representing his agency for years. They initially wanted us to arrange local and national radio and television appearances for the CEO, who was also their spokesperson. Now, I don’t think I’m offending anyone if I state here that as an interview topic, insurance is perceived by consumers as boring, boring, boring. It needed an angle that would not only interest the audience, but resonate with them as a matter of great importance.

We created a very effective title for our pitch: “Can you afford to survive without your spouse?” The interview focused on the need for spouses and children to be financially protected after the death of the breadwinner. In effect, it became a human interest story instead of a boring interview with an insurance salesman.

Our client made a number of appearances on both radio and television, but it was clear after a while that the CEO was a terrific spokesperson, especially on the visual medium of television. So the rest of the 3-year campaign focused on TV talk shows. The CEO has appeared on numerous national television news shows, such as CNBC, addressing the vital issue of financial security for women and families. The result? The most new leads the company has ever seen, for any type of promotion.

If you think public relations can help you market your product or service, here are four specific public relations tips you can use to effectively pitch TV and radio producers and hosts:

1. Stay up to date. Follow the news, know what’s hot and what people are talking about. What is the current “buzz”? Radio and television cover the news, so make it your business to be “in the know”.

2. Connect to news. As you follow the hottest news, think of ways to tie the stories to your product or service. Look for controversy or big names…these are always tantalizing topics for talk show hosts and their listeners.

3. Introduce your topic. Keep in mind that TV and radio hosts are interested in what you can do for their audience, not what they can do to help you promote your product. They want an interview, not an infomercial, so when pitching to hosts and producers, focus on the issue or problem for which your product or service is the solution.

4. Follow the correct press release format. Your press release is essential – it’s the key to the media door! Make sure your headline is attractive and attention-grabbing, and the text elaborates on the topic and the subject of the interview. Also include a short but impressive biography or company profile. As well as a few well-chosen juicy or provocative quotes.

And if you’ve decided to host your own interviews, the above can be boiled down to a few key PR rules to keep in mind when approaching hosts or media producers. First, never introduce yourself – introduce the issue you’re an expert on (and you ARE an expert – have you read my book, “Celebritize Yourself”?). Second, never pitch your product – instead talk about the problem your product addresses and how your product fits in as a solution. Good luck!

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