Dear Friends,

One of my clients, a former radio host, told me something surprising. She got more call-ins whenever she interviewed someone in person at the studio instead of as a "phoner" (on the phone.) Why? "There was a lively dialog between us when we could look each other in the eye and talk," She said. "The energy of exciting conversation translates to the listener."

In this issue I'll give you more media coaching techniques (adapted from my book) so you can create that same "in-person" excitement over the phone in a radio or print interview.

You can find out how to handle lazy, mean, persistent, impatient, and just plain unprepared interviewers in "Sell Yourself without Selling Your Soul" which is now available for pre-order at http://prsecrets.com/store/sywssbook.html.

If you pre-order the book, you will be one of the first to receive your copy when the books arrive around May 1! Also, see how you can get your special personalized and autographed copy below.

Warmly,
Susan

P.S. If you'd like to arrange to have me do a booksigning/mini-workshop or speak in your area contact: bookingagent@prsecrets.com. I look forward to meeting you!

5 PROFESSIONAL SECRETS TO MAKE YOUR RADIO INTERVIEW A CLASSIC

1. Personalize your presentation.

Listen to the host for cues as to how he addresses his audience. He may tell you about the weather, mention what has happened in their town, allude to a recent guest or refer to a past show.

When you link your information to what is personal and relevant to your audience they will connect with you as one of them. While this is a more subtle way to relate to your host and audience, it often makes the difference between having people feel like you understand them or not.

2. Create vivid word pictures using all the senses.

The Dean of the Graduate School of Journalism, University of California, Berkeley and Chinese scholar Orville Schell told this resonant story on the radio. "In 1926 when a protest against Japan reached the gate of Heavenly Peace the War Lord then in power fired in the crowd killing 50 people, wounding 100 and the square was bathed in blood. China's most famous writer Lu Hsun said a striking line: 'Lies written in ink will never disguise truth written in blood.'"

In less than 25 seconds Schell has given you a picture of a political climate visually, auditorally and emotionally.

3. Project your image through your voice.

"On the radio one is just a voice, the idea of a human presence. In life I am such a specific person compared to that," says Ira Glass, the host of the award winning National Public Radio Show, "This American Life."

"You get the weird random comments like I met this woman who was absolutely convinced that I was a short, bald, heavyset, Jewish man like with a cigar in his fifties. Which I am not. Then you think, 'What am I projecting that says bald, short....' People will often forgive you and your voice if you tell them stories full of insight, meaning and pleasure. They'll associate those good feelings with you.

4. Tell stories, stories, stories.

People remember stories. If there is one thing and one thing only you learn from being on radio it is to tell stories.

5. Let your tone do the telling.

Tone tells how you feel about who you are--whether you are defensive, comfortable, nervous, or snotty. The other day I became mesmerized listening to a radio interview with actor John Cusack. He was all lazy, rumpled bedcovers and long gazes. There was something in his voice that let me know he was, as the French say, "Bien dans sa peau" -- comfortable in his own skin.

What was it? He was both thoughtful and forthcoming. He took his own time and didn't try to mirror or match his interviewer's style or pacing in any way. Many presentation coaches recommend you mirror your interviewer in order to gain rapport, but to a degree, I disagree. Keep your own rhythm. You might need to speed it up a tad because of the fast pace of the medium, but only speed it to your top speed. Anything more throws you off kilter.

Your audience is looking for a good customer service attitude when listening to you on the radio. Since tone reflects your internal response, when you feel yourself tensing up, one way to deal with defensiveness is to pause, take a breath, and release on the feeling in that moment -- consciously let it go before you respond. (Adapted from Sell Yourself without Selling Your Soul).

STOP! DON'T BEGIN YOUR PUBLICITY PLAN WITHOUT THIS

Get a PERSONALIZED autographed copy of my book, "Sell Yourself without Selling Your Soul" for yourself, colleagues, friends and relatives. I am offering this ONLY to my newsletter subscribers and people who asked to be notified when the book was available.

FREE excerpt & more at:
http://prsecrets.com/store/sywssbook.html.

"Susan Harrow's advice was like a gift from above. Her easy to follow practical suggestions made all the difference in the world. With no budget and no PR experience I followed her advice and I had TV and radio interviews within a week. She is a PR Goddess!"
~Lisa Earle McLeod, Corporate Trainer and author of "Forget Perfect"

Instructions:

Fill the shopping cart with your desired items, then click on the "Check Out" button. Enter your address information and click on the "Continue" button at the bottom of the page. Enter your credit card information, then scroll down the page to the "Comments:" box (it's the last entry box on the page, just above the "Place Order" button). In the Comments box, enter the name of the person to whom you would like the book personalized and a message that you would like me to write. After you have entered the personalization information in the Comments box, click on the "Place Order" button.

NOTE: If the comments box is left empty, we will still send you an autographed copy!

"An excellent guide for everyone. Clear, practical, and professional. If you buy just one publicity and marketing book, make this the one."
~Valerie Salembier, Publisher of Esquire Magazine

NEED NEWS TO CREATE YOUR ANGLE?

If you want ideas to make your business, product or cause topical, search this site. What you'll get: lots of links for stories you want to research that pertain to your subject. http://dailynews.yahoo.com/fc

WORST PUBLICITY STORY CONTEST--WIN A DOUBLE AUDIO CASSETTE TAPE SET (WORTH $49.95)

Send in your most hideous, heinous and horrible publicity stories. Let me know what the situation was, what happened and the resulting disaster. Extra points if you come up with a solution to avoid the horrible happening in the future.

Winner receives 2 tape audio cassettes titled, "Get on the Fast Track to Fame." (Learn how to set a trend, get in the news instantly, and how to become a hot property).

There will be only one winner, but the best stories will be reprinted in this newsletter, perhaps in my new book, and you'll get credit and your URL listed. (If you prefer anonymity instead of publicity, just let me know). Send your stories to with the word "horrible" in the subject line. Clarity and brevity (with enticing juicy details) always a plus!

WANT BREAKING NEWS?

You'll get breaking news from over 1600 news sites sorted by category. Save yourself time and energy when you need to research daily happenings fast so you can link your business, product or cause to relevant news. http://www.moreover.com

FIND OUT ALMOST ANYTHING--
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This is the research tool of journalists to find out everything they need to know before they write a story. You can do the same for your "story." Before you pay you can conduct a search and scan headlines, then pay only for articles you choose. $1 on up. http://www.nexis.com

QUOTE

"To be a warrior is to learn to be genuine in every moment of your life."

~Chogyam Trungpa
 

Copyright (c) 2002, 2003, 2004, 2005, 2006, 2007 or 2008 Susan Harrow, All Rights Reserved. Media coach & marketing expert Susan Harrow is author of "Sell Yourself Without Selling Your Soul." Get the book and your gift of her monthly newsletter of publicity and marketing tips (a $197/year value!) at http://prsecrets.com