I Want To Be On TV!: How A Speaker Can Get On The Tube
Let’s face it, there simply is not a more effective form of promotion than a television appearance. Millions of Americans fall asleep every night watching their favorite late night talk show host engage in witty banter with a celebrity who also just happens to have a movie opening in a few days and wake up to the local news inviting us to take part in a charity cook-off that coming weekend. An image is worth a thousand words and when you combine an attractive image with soundbites and catchy graphics a crystal clear message is installed into the subconscious minds of all who are tuned in.
That message is…”I must be a part of that.”
I started my career in my hometown of St. Louis on a Top 40 radio station known then as HOT 97. I always looked forward to taking a short break from playing the latest New Kids On The Block song in order to interview a special guest. It could be anyone from a pet psychic to an artist who was passing through town. I didn’t care. I just enjoyed the interaction and my listeners did too. From HOT 97 I went on to host local entertainment segments on TV then it was off to Hollywood and E! Entertainment Television.
At E! I was fortunate enough to interview the biggest stars in the world. Actors, politicians, athletes…you name them and I have interviewed them. I loved every minute of it and I think my guests enjoyed it as well. One of my proudest moments was when Academy Award winner-and all around great guy-Kevin Costner came up to me after the camera stopped rolling on our hour long interview together and said “I’ve been interviewed by the best…Oprah, Letterman…and you’re right up there, man. I really had a great time with you. Keep it up.” That meant so much to me.
Why is the sit down interview such a popular genre on TV? Because it is beneficial on several different levels. The most important of which is that the audience enjoys the laid back style and finds it entertaining. It is also informative. The interviewee realizes that he/she is relaying important information to a huge audience in a short amount of time. And the viewer walks away with information that they did not have before.
Today I get to enjoy both roles. Interviewer and interviewee. As the host of LIFE Radio with Todd Newton I get to speak one on one with leaders in the field of personal development and I learn just as much from these great speakers, authors and coaches as anyone listening. As a motivational speaker, stage hypnotist and the host of the popular new game show Family Game Night, I also get the opportunity to appear as a guest on countless morning radio and TV shows around the country. I’m still waiting for Letterman’s people to call.
As you can imagine, appearing on these shows does wonders for the attendance at my events. Recently I was performing my stage hypnosis show, HYPNOTASTIC, in Detroit, MI. Prior to an appearance on the local morning news show we had sold 400 tickets which we were more than pleased with. After my segment, where I hypnotized a woman live on the air, an additional 200 tickets were purchased. The power of TV! People who probably had no idea I was even in town to do a show were suddenly made aware that I was there and saw something they wanted to see more of. That five minute segment told them who I was, why I was in town, where I was appearing, what they could expect to see and how much it was going to cost them. It also gave the TV station some interesting content for their program. Everybody came out a winner that day.
You do not need to be a famous actor or a hypnotist to be interviewed on television. As speakers, we have put so much love and effort into our presentations that what we offer from the stage will benefit enough people to make us fascinating subjects. We know from experience that audiences appreciate and learn from what we do. Now we just need to make those audiences grow in numbers through promotional appearances which will allow our messages to spread farther and wider than ever before. Blast all the emails you want…nothing gets the word out quicker than a few minutes on the tube.
In my media presentation training (http://www.toddnewtonlive.com) I get asked on a regular basis how to get booked for an interview. My fast answer is to invest in a qualified publicist or PR firm. These amazing people are miracle workers who come equipped with a large Rolodex and, with a little research, you can find someone who will do wonders for your career. But a good publicist is not cheap. If you have budget concerns or you happen to be the “do it yourself” type you must be willing to put in a little legwork.
The first step is to identify the stations and programs that you want to go after. Start with the local stations in the community you will be having your speaking engagement in. Do a search on the Internet with the name of the town or city and the keywords “television stations.” Once you have a list, go to each of those stations’ websites and find out their formats and any satellite programs they may broadcast.
The easiest place to obtain that coveted interview is with local talk shows or as a local news story. So start there.
Emails and phone calls are a good place to start, but since everyone else is sending to and calling the newsroom, you will want to make yourself stand out. First, find out what local stories are hot and when you write your email or call, refer to that story in the subject line of your email and when you first call the station. When possible, refer to the reporter or producer responsible for the piece. Do not be intimidated. Instead, keep in mind that they are constantly on the lookout for interesting content. Like anyone else, their job is to make the boss happy. You will want to make them KNOW that you are aware of the local issues they are covering at that time and how your message will apply to it: the more of a “local angle” you can have, the better.
Really focus on becoming a part of their world. Refer to the local issue, tell them how your message fits in with that issue and how you can provide a unique angle to it. This may take a bit of creativity on your part. For example, if the issue locally is an increase in drug use at the school and you are a BUSINESS coach… how can you connect the dots?
The answer is to approach the problem identified in the issue as a business problem. How do you advise business professionals on problems they may find with their companies? The same technique can be applied if you are a life coach or a marriage counselor. It can also be applied to just about any issue: a plant shutting down, a conflict with local city government, local historic preservation, etc. The common denominator in all local issues and with your message is PEOPLE.
I also encourage my media presentation clients to “make the decision for them.” How? By providing video clips or other press materials from previous appearances. In doing so, you are showing them exactly what is in store when they book you.
When it comes time to secure the date, I encourage you to offer the producer times that best work for YOU rather than wait for them to provide options. Obviously, your first choice would be to schedule your appearance to coincide with your speaking engagement, but that may not be possible. Sometimes, especially during busy times, talk shows are simply booked up. If a time is available AFTER your gig, still take it. It will serve as a reminder of the message you delivered at your speech and may open up new opportunities for future speaking engagements.
Okay, so now you have an interview scheduled. You know where you are going and what time to be there. What can you do to make sure this interview has an impact on the viewer and puts people in the seats?
First, make sure the interviewer asks the questions you want to be asked. Very few people want to work any harder than they absolutely have to and if you provide the anchor or host with several questions that you know you have great answers for, it allows you to drive that interview like a car. You will know exactly where the segment is going because YOU designed it and you be confident in knowing that all of the pertinent details will be touched upon. Also, if you have a witty or charming one liner that you know works, preparing the interview in advance gives you the certainty that you’ll be able to use it. We call this “rehearsed spontaneity” and, believe me, it is more common that you realize.
Second, go “business casual” when choosing wardrobe. Most live local shows try to be more “hip” or “edgy” than the standard news broadcast so it is to your advantage to play into that. Most, if not all, shows are available to view on the Internet so take a few minutes the week before to become familiar with the hosts, the look of the set and the energy of the show. This will avoid you showing up overdressed and give you a better idea of what’s in store.
Next, do not…I repeat DO NOT attempt to take over the interview. This is the point I drive home the hardest with my individual clients. Always remember that you are the guest. As an interviewer myself, I certainly appreciate a subject who smiles, laughs and gives great answers. What turns me off instantly is someone who takes my first question and does not stop talking until it’s time for a commercial break. TV is an industry filled with egos and I have yet to meet a host or anchor is content just sitting there silently and looking stupid. Realize and respect that an interview is a conversation not a monologue and the reason the audience has tuned in is because they enjoy the hosts. Don’t shoot yourself in the foot by trying to steal the limelight. One big mistake I see people making while being interviewed is that they look at the camera when answering a question. NO! The viewer didn’t ask the question-the interviewer did. Stay focused and in the moment. Be conversational and engaging and remember it’s all about the back and forth.
Finally, do what Mom always told you to do. Say thank you. No matter what, make sure the last words out of your mouth in an interview are Thank You. The interviewer is wrapping things up for a reason. The segment is over and the producer is telling him/her in their tiny earpiece to move along now. All that will be said has been said so it’s important for you to end on a high note. Smile, thank the host and look towards the camera for that one final connection with the audience at home.
Your interview doesn’t end when the director yells “That’s a wrap!” Take an extra few moments to shake the hands of the hosts as well as the stage crew because a television show is a team effort. Everyone you see on the set contributed to making you look good and therefore contributed to the success of your event. Let them know that you appreciate them having you on and that you would love to come back again. Provide the producer with your direct contact information and, if appropriate, invite them to attend your presentation themselves. Heck, tell them to bring the cameras! This also gives you the opportunity to request a DVD copy of your appearance to post on your website or on YouTube.
Johnny Carson is, in my opinion, one of the greatest interviewers in TV history. I once saw an interview with Johnny in which he was asked what made him become such a loved star. His response, after that classic “aw shucks” chuckle of his was “Well, if indeed I am a star then it’s because I’ve spent my career letting the real stars shine.”
You’re a star. You know it and I know it. Now get out there and shine.
Todd Newton is a veteran television host and international keynote speaker. His company, Todd Newton Life Strategies, coaches CEOs, politicians and executives in giving dynamic presentations and effective media appearances. For more information please visit www.toddnewtonlive.com.
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