I have had a few PM's to update this topic with my thoughts, after reflection, and after the event.
I am a bit late doing it but I am here now.
Bear in mind my comments below are
only about radio -
not TV.
I got about 25-20 interviews from the deal. Some were big syndicated FM shows in the evening - they sold a few books. Some were AM drive time and daytime shows, which dont sell books (because people are working/driving and haven't a pen to make notes).
I got a few spoof shows (one was on the list of "avoid these shows" they send you that I didn't read) where they just want to wind you up.
You can listen to one of the first ones I did here:
http://www.wjbc.com/Tabid/7997/default.aspx?AID=1820
Yes, I know I say "y'know" far too much and my attempts at neutralizing my accent for the US were not too good. But I was a beginner then, it was fun, and some guys bought some books and later landed at our conversation forums that evening.
Listen to it if you are inclined and have a laugh..........
It was for the Ron Ross Show WJBC in Illinois. I wasn't as polished as I am now. I had had no media training then. I had no advance notice of questions and despite removing all cell phones and distractions from the room (as you do) didnt my damn fax machine ring - right in the middle of the interview - knocking me totally off balance?
How unprofessional is that?
Radio is not as easy as people think. "Yeah, you just talk and say stuff" they say. Sit me in front of you with a glass of wine and I can talk all night. But, on radio, you have to think on the fly, composing coherent answers to questions they don't give you advance warning of. And it is live. It's not as easy as you might think to make your thoughts come out as smoothly as you intend whilst compressing them into a 15 minute slot. You must also figure out a way to matter-of-factly introduce your website in there as well, while you are talking.
Like anything, some go great, some are terrible. The more you do, the better and smoother you get. My favourite was 94.5 FM "The Bull" in Toronto, Canada - I had a scream on there. They ran the show for extra time. WZTK 101.1FM in North Carolina was a good show too - we got lots of forum members from that one. The forum crashed that night from the traffic actually.
The Kim Iverson one was funny [that went out to Portland (KRSK), Denver (KALC), Austin (KAMX), Wichita (KFBZ), Memphis (WMC), Indianapolis (WZPL), Buffalo (WTSS), and Norfolk (WPTE)].
Do RTIR get you interviews? Yes they do.
Will you sell books? From a straightforward cost -v- direct sales on the day of interview, not really. However, how you work the shows is your strength. I don't claim to be too hot, but I sold some books. If you are better, you may sell more.
Added to which, there are other benefits. Being a regular radio guest (and being able to holler about it on your websites) does give you some credibility. I made
this page and have gotten other interviews and other media approaches from that since. I was contacted by Flash News in San Diego only today from that page.
Other hidden benefits: We have a big
Russian women discussion forum. The radio shows did bring in some members to there. Some bought books later. Some may have told friends who bought books too. A busier forum means a better Google ranking and that brings in more people. Some of those click your ads and/or visit your advertisers. I see the radio shows as a contributor to that overall snowball effect.
I have since hooked up with some of the hosts I guested for on
LinkedIn, and been offered other media stuff from there.
Many radio sites will give your website a backlink from their site. That all helps your Google ranking. No one link will make a difference, but again, it is the snow ball effect.
So is it value for money? Indirectly and
eventually, if you use it properly, probably yes. If you just want to sit back afterwards and expect to sell books from it - no.
Would you use RTIR again? Now I know what I am doing, and what to expect, probably yes I would. I could do better next time I am sure.
Any advice for potential RTIR clients? Don't be afraid to query and alter the copy they write. They work for you; you are paying them. Work with them and create the copy you think has a decent hook.
Don't send copies of your book to small AM stations that want to give you 10 minutes on air. Many of them try it on (probably they sell them all on eBay later). Only send review copies to large FM syndicated stations who want to discuss the subject matter at length and maybe give you a long listener phone in.
Read the RTIR list of "shows to avoid". If you find a new one, tell them. It will help others.
Always Google the host, the station and the location and read up on them before you go to air. Know the host's style, listen to a previous interview maybe, know the listener demographic and tailor your interview correctly.
Accept phone-in shows willingly. The public will throw you softballs; they are not broadcasting professionals.
Don't expect sound quality checks or much advance notice of the intended slant before air. Many small stations don't even have researchers. You will be straight to air.
Some stations are so cheap that they ask
you to call
them! Yes, really!
Don't be too eager to accept anything and everything if its not convenient. Cut your teeth on the small shows in order to shine on the big ones. Later you can pick and choose.
Think about your market. We sell a book for men on Russian women. It is pointless for me to be interviewed on housewife central low-watt AM in Idaho at 10am on Tuesday morning. The guys who will buy the Russian Bride Guide are all out working. New Jersey high-watt station on a Friday evening phone in? Yes please!
I duplicated this on one of our blogs too:
RTIR