'Diva' author dominates O'Reilly

Placement: Segment on The O'Reilly Factor (Fox News Channel), January 24, 2006

Placement: Segment on The O'Reilly Factor (Fox News Channel), January 24, 2006

What were your client's media goals?
Shirley Sandler:
Our clients are Avalon Press and authors Georgia Payne and Julie Taylor, who were looking to get national radio and TV coverage for their book How to be a Dominant Diva, which is aimed at couples wanting to put some zest in their love life.

What made The O'Reilly Factor such a great hit for this book, and how did you pitch the show's producers?
Sandler:
It's the number one cable news show, so the viewership is massive, and I thought it would be an interesting coupling because it's not the usual kind of book it covers. I pitched the producers via e-mail, noting there was a lot of news coverage of a murder trial involving a Massachusetts dominatrix and suggested they might want to get the views of Payne, who is also a dominatrix.

Bill O'Reilly has a reputation as a very combative interviewer. How did you prepare your clients for the segment?
Sandler:
Payne was the only one who appeared, and I figured that, as a dominatrix, she would be able to stand up to any man, even O'Reilly. So I didn't do any media training, though I did suggest that she dress to appear classy, but also sexy. In the end, O'Reilly was very respectful and focused primarily on the legalities of being a dominatrix.

What was the impact of the hit?
Sandler:
The interview was the most widely watched video on the Fox News Web site for the week after it aired and fueled an increase in book sales. It also triggered interest from regional radio stations. Payne ended up doing a segment on David Lee Roth's radio show that went so well he plans to have her on a weekly call-in segment.

Name: Shirely Sandler, senior account executive, Newman Communications (Boston)

Placement: Segment on The O'Reilly Factor (Fox News Channel), January 24, 2006

Pitch timeline: Six days

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