What is included in a press kit? Why do I need one to book a radio interview?

• A press kit comes in a double pocket portfolio. Use a color other than white or manila so that your press kit stands out.

• Always put “Requested Material Enclosed” on the outside of the envelope so it is not thrown away as junk mail.

• Write the address on the envelope by hand. Don’t type it because then it looks like a mass mailing which is usually thrown away.

• Include an extra book cover that is attached to the front of the press kit.

Include your press release on the left hand side of the press kit. People read from left to right and you want them to look at your press release first.

Let’s look at your press release in detail.

The most important thing is the headline. The headline is the topic of your show. Have a sub headline and then a box of bullet points. Instead of the “For Immediate Release” say “Available for Interview”. Your bio and picture is on the right hand side. Include statistics because the media loves statistics.

Next is the list of sample questions. These questions should be placed behind the press release in press kit folder.

Your list of sample questions is a choreographed script for radio interview host to follow. The interviewers love to use because they don’t have time to prepare and read your book. You provide them a turnkey interview for them. This significantly increases your chances of obtaining a radio interview. Make it as easy as you can for the interviewer to interview you.

Basically you should have 10-15 sample questions, 1 page only, in the specific order you want.

Tip: Make sure to list how long it takes you to answer each question. For example, question #1 might take you 1 minute to answer. Radio show hosts are dependent upon time for their show. They have breaks, news, etc. that they must follow.

Giving these time features shows that you are a seasoned pro.

Behind this sample list of question in your press kit you should have a “controversy sheet”. This sheet lists argues or drawings that help you set up an argument about your book topic. You can use a cartoon that looks like the Sunday funnies in the newspaper.

A host can use this controversy sheet to set up an argument. It is great for talk radio. It allows you and the radio show host to involve the audience by arguing. The radio station host can pose the question that you provide and then ask his audience to call in.

Your press kit should also include letters of recommendations and clippings. These items give you credibility. After a great show make sure to ask for a recommendation from a radio show host. Make sure they write it on their radio station stationary. Your clippings can also include articles written about you in newspapers and magazines.

Place these items in your press kit and you will greatly increase your chances of snapping up radio interviews.

As a national pr firm, we work with many types of media. But when it comes to talk radio we are specialists in helping our clients gain national recognition, sell books and popularize their causes. And our clients keep coming back for more national media attention. Fact is – talk radio may honestly be one of the best-kept national pr secrets there is. There are many reasons why this is true – but let me give you ten to start with:

1. THE RIGHT DEMOGRAPHICS. Every year Talkers Magazine does a research project to profile who’s listening to talk radio. And, every year their survey confirms that the talk radio listener is, “diverse, educated, attentive, active and affluent.” If this describes your book-buyer – it’s a perfect match!

2. TARGET AUDIENCE. Not only are the demographics of talk radio great – but with specialty talk shows on politics, health, relationships, lifestyles, finance, consumer advocacy, sports, etc., we can identify shows that are a perfect match for your books, once we know the audience you’re trying to reach!

3. EFFECTIVE SALES TOOL. Publicity is definitely not paid advertising. But it can be far more effective. Just ask Dr. Arnold Goldstein, well-known financial author, “The interest in our books from radio interviews has far exceeded the response we’ve seen from our advertising campaigns. Dollar-for-dollar, talk radio has shown a much better return!”

A compelling radio interview can sell your book without the audience even realizing they’ve been sold! And, as hosts don’t want to be bombarded with phone calls with questions about your book, they’re highly motivated to frequently mention your title so that listeners will remember it when they go to their local bookstore, or on Amazon.

4. THIRD PARTY ENDORSEMENT. Talk radio hosts have loyal followings – that’s how they maintain their ratings. And listeners tune in daily to hear what their favorite host is talking about. As that host is often thought of as an old friend or even a trusted advisor, when you appear as a guest on their show, listeners hear an implicit endorsement of you, your book and your message!

5. CREDIBILITY. This is a crucial ingredient in every marketing campaign – and talk radio supplies it in abundance. One of our clients told us, “every show I’ve appeared on – the host tells his listeners about my great expertise, my many accomplishments and how proud they are to have me as a guest! Of course, the more important I am, the more important the host appears to be. As far as promotion and credibility goes – it just doesn’t get any better!”

6. TIME TO TELL YOUR WHOLE STORY. As a guest – you get not just 60 seconds, but ten to sixty minutes of quality time with a very targeted and attentive audience. You have enough time to talk about your book and, in many cases, you have a chance to answer questions from callers. It’s a perfect way to get the full message of your book heard and understood by the masses!

7. COST EFFECTIVE PROMOTION. Talk radio interviews are all done by phone. So, without ever leaving your home or office, you can have a direct and oftentimes live conversation with consumers around the country.

8. IMMEDIATE EXPOSURE. You can be on the air within two to three weeks! And, because talk radio keeps up with changing times and topics, we can continuously create new angles for your topic that reflect current events, to keep you on the air and in the news on an ongoing basis.

9. BEST BANG FOR THE BUCK. With probably 1,000 + talk radio interviews under his belt, nutritional products spokesperson, Dr. W. Wong says, “Talk radio is the greatest way to get your message across to a large group of people at one time. There’s a captive audience during morning and evening drive times, in the middle of the day with stay-at-home moms and people in the workplace and for those folks awake late at night. It’s better, cheaper and faster than TV appearances. Without question, talk radio provides the best bang for the buck!”