3 easy points to remember when you do a radio interview

 
                                  

How do you promote your business when you do a radio interview without sounding too "salesy?"

Doing a radio interview is a powerful platform to promote your company. But if you get it wrong it will do your brand more harm than good. If you do it right, listeners will google you and make a point of finding you. And it won't cost you a cent.

I used to work for an Afrikaans show about personal finances. My show fell under education where the requirement was that the interview has to be in the language of the station.

Almost every week I received interesting media releases from PR companies, written by people who are passionate enough about their job that they were willing to sit down and carve out a well thought-through, well-written piece where they share advice and their knowledge. These experts write media releases based on their years of expertise, personal experiences and love for what they do. And very often it makes for a very interesting and fascinating read because they manage to put a different spin on something as boring the steam industry, for instance. They write in such an engaging way that you end up thinking, "I never thought of it in that way," and you eagerly arrange the interview, in anticipation of asking some mouthwatering questions.

But as I've mentioned earlier I had to do the interview in Afrikaans, and this where things start going wrong. Too often, instead of just saying that there's no one available to do it in Afrikaans, they usually ask someone else, to come and do the interview because the person knows a little bit of Afrikaans. That can be traumatising to the interviewee and frustrating to the interviewer. And it can actually do your brand more harm than good.

If ever you have to do a radio interview, here's some food for thought:

No interview is better than a bad interview

Say no, and leave it for another day. Rather admit that you don't have a suitable person to do the interview in the language required, than putting one of your employees under a huge amount of strain, just because they couldn't say no to you, the boss. There will be other opportunities to be on air where you can get the best person to speak on behalf of your company and the interview is done in a clear and confident way. You will get other opportunities to promote your company and your brand. It won't be the last media release and it won't be the last great article that comes from your company. Prepare for the net opportunity and send your best person, not the best available person, but the best person to do the interview. There is a big difference and it shows.

The writer of the media release is the best person to do the interview

You'd think this is obvious but it's not.

                                             

Too often a media release is written by one person, and then every manager gets to memorise it in case they have to do the interview. I'd get the same standard answers to different questions because someone had to talk about a topic that is not in their field of interest but is the core business of the company. These were the times I could hear the strain and the fear in my guest's voice as they worry that they might be giving the wrong answer.

The answers then came across as being rehearsed, and not convincing.  It's very uncomfortable to see someone sweating while trying to remember exactly what was written in that media release. It's a disservice to everyone involved when this happens and it can be a major blow to the confidence of  a very competent person who's an expert in their own field. It can cause anyone to forget that they are still very good at their job and doing radio interviews on someone else's behalf is not one of their strong points. But they are very good at what they are getting paid to do.

I always have the image in my head of someone being called into the boss' office and being coached on what to say. Already that puts you at a disadvantage. Let the same person who wrote the media release speak to the media. Their insights and responses will be far better than a rehearsed interview. And it will create a lasting impression with the listeners.

You don't have to mention the name of your company every other minute

                                               

People connect with people, not with companies. Potential customers listening to an interview will remember the advice they got from the person who spoke on the show. Being compassionate and authentic, together with sharing the right information will make an interviewee stand out in such a way that listeners will make it their business to find you and reach out to you.

We can also smell a punting interviewee a mile away, and if you overuse the name of your company it will just be edited out. The main focus of the interview is to get information that will help the listener, it's not to promote your company. It's very off putting when you get an interview and you want to use to market your product or service without giving anything of value to the listeners. Not only will you lose the interest of the listeners you will also lose the respect of the interviewer. 

There are many amazing people working in companies who are very good at what they are doing but that doesn't mean when someone is good at their job they are good at communicating that on radio. It makes for a great interview when you have a  guest that is confident about their work and a good speaker. Train one or more people in your company to do radio interviews or podcasts interviews and it will relieve the stress of having to ambush someone to go on radio. 

If you are the best person to come and talk on the radio, come with your heart, and not with your numbers. And don't rehearse to such a point that you're thrown off balance when you get asked a question that's different to the ones you've prepared for. Realise and understand that you know more than the interviewer and you have all the answers, all the knowledge and the expertise. And you are on air to share that. 

Share your insight and your experiences with listeners and you will not only gain customers but also the support of those who otherwise never would've considered your company.

That is the true power of radio. You might be helping someone who doesn't have access to any other source of information, except the radio. You might be changing someone's life with one little bit of information. They will love you for that. And they'll remember who you are.