Say It Like They Want to Hear It: 9 Media Interview Tips from a Book PR Pro

Getting news media coverage for your book can be challenging, especially when the number of traditional media outlets (such as daily newspaper book review sections) is shrinking.  However, too many of the lucky or deserving handful who are given a chance to get their message to the masses waste their opportunity.

As one who has worked in book publishing for twenty years and has been involved in arranging thousands of interviews for authors, I can say that most authors—even seminar speakers, motivational trainers, and life coaches—often don’t fully exploit their knowledge, ability, or passion.  Rather than turning their radio or television interview into a memorable, experience, they simply treat it as a defensive situation with a standard approach of “I just don’t want to be embarrassed.”

Here are nine ways to be proactive and steal the show.

1. Don’t let the facts get in the way of a good line. Instead of merely making a statement, say something with some colorful language. One could say,  “To lose weight, drink eight to ten glasses of water a day,”or you could show some personality: “If you wanna drop those ten unwanted pounds, then drop down ten glasses of water every day. Drink up or fatten up. It’s your choice.” See the difference?

2. Give an action step, not an advertisement. Never say, “You can buy my book at www.whatever.com.” Instead, say the name of your book in a smooth sentence: “How to Lose Weight on Your Lunch Break is like having a therapist in your bed. You can access twenty-five free tips at www.whatever.com." Now you’ve provided value and stated a specific offer.

3. Make a point and provide an example. People remember a story or something they can specifically identify with rather than an abstract statement.

4. Make it relevant when possible. Tie your message into the news or to what’s on people’s minds at a given moment in time.

5. Confess or admit to something. Don’t tell us you cheated on your spouse when you’re hawking a cookbook, but do tell us how your six-year-old kid thought your cake tasted like crap. Self-deprecating humor is good. Or tell us how you made a dish twenty times until you found the missing ingredient.

6. Create an enemy. Put every conversation in the context of good versus evil, new versus old, us versus them, etc. Enemies are everywhere. If you’re talking about personal finance, vilify government bailout and corporate greed; if you discuss a disease, you want to eradicate it; if you want to help parents be better at raising kids your enemy can be a situation (kids whining while you’re driving). There’s no end to finding a villain—it can be a person, group, ideology, circumstance, fate—whatever.

7. Express emotions and play to people’s fears, desires, needs, and weaknesses. Make assumptions about the people who will buy your book and identify their concerns. Your interviews should answer these concerns. If you wrote a book on dating and you know the fear of never getting married is in the back of your potential readers' minds, address the issue and do so in a way that it gives a positive, proactive feeling. This will naturally lead them to visit your site.

8. Ask the talk show host or his or her audience for help. Tell them you’re trying to do something (i.e., get people to stop smoking if your book is about addiction).  Suggest people email you their ideas on how to eradicate the problem.  Not only does it unite people, it gives you a whole bunch of email contacts to follow up with.

9. Be colorful, not boring. Think of a waitress who can simply bring you a plate of food or one who can do a little dance before serving you.  Who will you remember? Don’t just drone on with useful info or ideas—deliver it with style.
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Brian Feinblum is the Chief Marketing Officer of Planned Television Arts, a book publicity company and leader in the media placement field since 1962. If you want to know more on how to promote your book during a media interview, please send your queries to Brian at feinblumb@plannedtvarts.com or call him at 212-583-2718.