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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, a job or a book, and you know it. But like a “good mousetrap,” it means nothing unless your market knows it, too. TV and radio broadcasts are great ways to promote your product to a large audience, and are often more powerful than traditional advertising.
You may believe that the only way to get good TV and radio exposure is to buy advertising time, but there is a better and cheaper way – to use the power of PR advertising.
Regardless of the product or message you want to promote, a TV or radio show gives you the opportunity to get your voice across. Hosts are always looking for guests who can help entertain and inform their audience. With the right PR strategy you can find this great place – marketing gold!
Why are these spots golden? You see, when you or your speaker are on the air, you are a featured guest on a program where the host has a loyal audience that trusts his message. Your appearance on the show as a guest gives you a clear identity, increasing your credibility with your target audience; they hear about you and your product or service from their trusted friend.
The best part? Interviewing as a guest on TV or radio is free! Even if you decide to use a public relations company to organize these social media sites, such a campaign usually costs one-tenth of the cost of an advertising campaign.
My PR firm was once approached by the CEO of a life insurance company, and we ended up representing his organization for many years. At first they wanted us to organize a television and radio show for the CEO, who was also their spokesperson. Now, I don’t think it will offend anyone if I say here that as a matter of interview, insurance is seen by consumers as slow, slow, indifferent. There was a need for an aspect that would not only entertain the audience, but connect with them as an important subject.
We created a very useful article on our topic: “Can You Survive Without Your Spouse?” The discussion focused on the need for spouses and children to be financially protected after the death of a family breadwinner. Instead, it became an interesting personal story instead of a boring interview with an insurance salesman.
Our client got a lot of exposure on radio and TV, but it became clear after a while that the CEO was a terrible speaker, especially on television. So the remaining focus of the three-year campaign was on TV games. The CEO appeared on many international TV shows, such as CNBC, talking about the important issue of financial security for women and families. What’s next? The highest number of new leads the company has ever experienced, for any type of marketing.
If you think PR can help you sell your product or service, here are four PR strategies you can use to better position TV and radio producers and audiences:
1. Stay in the present. Follow the news, find out what’s trending, and what people are talking about. What is the current “buzz”? Talk to the radio and TV all about current events, so it becomes your business to be “in the know.”
2. Engage with the Story. As you follow the hottest topics in the news, think of ways you can relate the story to your product or service. Look for controversies or big names…these are always interesting topics for panelists and their audience.
3. Start Your Theme. Remember that TV and radio are interested in what you can do for their audience, not what they can do to help you promote your business. They want to talk, not information, so when pushing to hosts and manufacturers emphasize the issue or problem that your product or service is the solution to.
4. Follow the Right Press Release Formula. Your press release is important – it’s the key to the media! Make sure that your topic is catchy and interesting, and that the text clearly describes the topic and what the interview will be about. Also include a short but interesting biography or company profile. Also a few well-chosen words that are fluid or persuasive.
And if you decide to organize your own interviews the above can be summarized in a few important PR rules to remember when approaching advertisers or producers. First, don’t make yourself up – describe what you are an expert on (and you are an expert – have you read my book, “Improve Yourself”?). Second, don’t name your product – instead talk about the problem your product addresses and how your product fits together as a solution. Good luck!
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