Does your small business have something to add to an issue currently being discussed in the news? How about going on a talk radio show to get your message out. There are a lot of great radio talk shows on the air that are constantly looking for guests on a variety of topics, yes, even political shows.

From gardening shows to national business shows, the producers and on-air talent are more than happy to consider you as a guest, so long as you have something valuable to add to their show.

Understanding how to get on a talk radio show for small business public relations can save you a lot of time and bring a ton of exposure to any small business or entrepreneur looking for added notoriety.

Timing: If there’s a major earthquake in Chile and you’re an architect that can talk about structural damage. Don’t waste another second. Start emailing major news radio show producers and making some phone calls. They’ll be waiting to book you. Timing in PR is all about jumping on the news of the hour, which is always a great way to get on a talk radio show.

News Peg: Health care reform, sky-high gas prices and the Toyota recall are all examples of major news pegs. If you’re a company that can add to any of these conversations, there are talk radio shows willing to book you.

Hook: People always get confused between a news peg and a hook. Think of a news peg as a conversation, while a hook is something that’s going to take place that you can attach your news to. Health care reform is a news peg. A planned rally in downtown to protest the health care plan is a hook.

Sound Intelligent: This is where you have a little responsibility to do your homework so that you don’t go on the air and sound like a bumbling fool. You have an obligation to study up on your talking points and bring thought-provoking conversation to the table (unless your target radio show is an FM morning zoo where they do stupid human tricks). Discuss the news at hand but also be very opportunistic in mentioning your company and why you fit into the conversation. We’ll cover media training in a future blog post.

Against The Grain: The quickest way to get a producer to notice you is to go against the grain. Like we say in the PR Toolkit for small business, think of a stereotype and say the opposite. If it’s customary for a man to drive on a first date, say you believe more women are now driving on a first date, for example (but be prepared to discuss why and what data you have to support).

Controversial: The second quickest way to get a producer to notice you is to be a little controversial. I’m not saying be very controversial. I’m saying be a little controversial. What does this mean? Well it is different in many scenarios, but for starters think about disagreeing with something everyone in your industry is rallying around. You be the opposing voice and they’ll want to hear about it.

Have An Offer: This only works for some shows, but sometimes it’s good to be prepared with a giveaway in case the show’s host wants to reward the listeners.

Take Calls: It’s also not a bad idea for you to be prepared to take some calls from listeners that may have questions for you. Now’s the time to think on your feet and prepare a series of anticipated questions ahead of time.

Ok now let’s talk about how to get on a talk radio show for small business public relations:

1) Do your homework to identify some good radio shows. This can be done simply by doing a few keyword searches on Google.

2) Develop your schtick. What’s your conversation? What do you have to say? What do you want to talk about? Don’t go into this with a blind eye. Have an agenda and be thorough in drafting up some talking points. By the way, the great thing about radio is that you can bring along your cheat sheets and have in front of you even during the interview.

3) Go to the talk show’s Web site and research the host and producer. See if you can get their phone numbers and email addresses. If they aren’t on the Web site, simply call the station and ask for numbers or email addresses.

4) Now that you’ve got your schtick down and you know who to approach, it’s time to give it your best pitch by either sending them a press release, an email pitch or making a phone call. If you call, be prepared to call often as they’re very busy people and not often at their desk. Persistence wins this game every single time.

5) If breaking news happens and your company could be a part of the conversation, don’t delay. Get on the phone right away and explain why you’d be a good guest to talk about what just happened.

Oh one other thing, be sure to merchandise your radio appearances on your Web site or blog so that your customers can listen to you. Make your radio clip downloadable to get some additional credibility from your customers. They’ll be impressed to hear you and will look at your as more of a expert in your field.

Try these tips and they should help you get on a talk radio show for your small business. Remember to download your copy of the PR Toolkit for small business to learn even more great tips on how to get on a talk radio show and other public relations opportunities.

John Sternal is a PR veteran of nearly 20 years and currently works with small businesses to obtain publicity through media exposure. To learn about how John can help your business get more PR send him an email: jsternal (at) understandingmarketing dot com.

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