Communicating Through Talk Radio

Why?

Most cities have talk radio, where the hosts have significant influence on public opinion. Through the use of this medium, the public can be educated about the positive contributions your agency and the Weatherization Program are making in the community.

Who?

Do your homework. There are many radio stations and many formats to attract different audiences. It may take some time to find the show that is right for you. Listen to enough of the program you are interested in approaching to determine the type of response you will get from the host and his/her callers. Be sure to understand how the Weatherization Program will fit into the show's format before attempting to be a guest.

Once you determine which show will likely give your issue the best forum, contact the station and ask to speak to the producer of the "Show" (only in the smallest radio markets will the on-air personality arrange for their own guests). Be prepared with a clear, concise description of your idea. When you have the producer on the phone, make sure to sound as animated and upbeat as possible. That two-minute conversation on the telephone can either sell or sink your chances of being a guest. Producers judge your on-air potential by what you sound like on the phone.

What?

The producer likely will ask you to send a letter stating why you should be considered as a guest. Keep your letter as brief as possible. The letter should outline the issue and suggest elements to be considered for inclusion in the show. Be sure to include background information on your organization, printed stories if available, and accurate contact information as attachments to your letter.

After a few days, follow-up with a telephone call. When you have the producer on the phone, remember to sound as animated and upbeat as possible.

How?

Never phone into an on-going program. You will not have an opportunity to properly present your credentials on the air and the host will consider you to be just another caller.

Do the radio show by yourself. Additional guests will defuse the message you want to get across. The host may offer you the opportunity to do the show from your home or office by phone. If you have the option, choose to go to the radio station's studio. The host will be friendlier because he/she will have direct eye contact and the conversation will be less formal. You will come across better. Here are some more tips:

Show up 15 to 30 minutes before the show airs. A producer will usually greet you. You may not meet the host until you enter the studio. If the host engages in small talk before you go on the air, it will usually not be about the key topic, because the host wants the topic to be fresh for his listeners. Dress in the same clothes you would wear to work.

The first quarter of the program will usually be a conversation between you and the host. You will have your best shot at getting your message out during this time frame. Prepare a list of points you would like to make and touch on these as completely as possible during this time. Be prepared with your facts and figures and be ready to further explain your comments. Do not shuffle papers while you are on the air. Keep your Weatherization Talking Points handy, in case you get tongue-tied.

When responding to listeners' phone calls, try to find something to agree with in their question. If listeners like you, they'll buy your message. Be friendly and never be too technical. Listeners want to understand the issues so they can also sound intelligent in their questions.

Finally remember to have fun. Even though this is serious business and your life's work, the radio show is entertainment. Talk shows keep their audiences by being spontaneous, controversial, humorous, enlightening, and provocative. Fit into the show's format - don't try to bend the format to fit your message.

(Special thanks to James Benfield, President of the Coalition to Keep America Warm, for his invaluable contribution to this information on radio talk shows.)

Content updated on 7/30/2003