Celebrity radio interviews, presentation tips, and more

Will a celebrity spokesperson ensure greater success in getting a radio interview aired?

Will a celebrity spokesperson ensure greater success in getting a radio interview aired?

Celebrity interviews are by far the most desirable type, says Martha Sharan of News Generation. Celebrities include anyone well-known, credible, or respected in a particular field, or scandalous, hot, front-page, and outrageous.

But regardless of the type of star, producers normally don't tie up the phone lines unless they consider the person being pitched to have an A rating at booking time, she says.

As successful as celebrity interviews can be, Sharan warns, there can also be risks. Celebrity interviews are memorable, so if they are having an off day, you can cross a number of stations off your list the next time that star wants publicity.

"In addition," she adds, "sometimes stars [talking about] products or events can have their celebrity overshadow whatever it is they are representing."

How do I get African Americans to tune in to radio?
The African-American population has exploded since the 1950s, with radio reaching 96% of African-American listeners each week, says Ris' Birnbaum of Z Communications.

With this ethnic group's buying power closing in on $600 billion annually, urban radio is one of the most cost-effective ways to reach this growing, affluent sector with a mix of urban formats in African-American markets.

Clients who tap into ethnic-formatted shows illustrate their support to the community and can include a call to action to buy their service or product, she adds. And it's been demonstrated that African-American consumers respond favorably to this type of radio marketing.
How can we successfully manage issues that may arise when making a visual presentation?

If you live by the philosophy of "Whatever can go wrong, will," then you can prepare yourself for whatever arises, says Jim Sulley of Newscast US. "Simple planning will help you recover from almost any problem that occurs," he adds.

Know how many people you are presenting to and how you will do the presentation. If your audience is just a few, working off a laptop might be sufficient. If it's more than three or four, Sulley suggests using a projector, though you should note that while projection looks great in a dark room, lights tend to wash out the images.

Make sure you have strong speakers. "Bad audio from tiny speakers will ruin a presentation," he notes. "If your audience can't see or hear you, the message will be lost."

Have all the links to the files easily accessible from the desktop; you'll lose your audience if you have to hunt for them. Having other backup material locally on your computer, such as photos or video, can also help should you lose your connection.
How can you best use celebrity gifting as a marketing tool?
The key is to strategize prior to working a celebrity gifting program, says Janice Rosas of Backstage Creations.

Once you decide to participate in a gift basket or suite, prepare in advance by contacting media outlets to announce your participation so you can work the event angle. "By utilizing the celebrity and event names, you are positioning your brand in a way that attracts a lot of media attention," she says.

Plan to use the celebrity images along with the celebrity recipient list in releases and on your site.

"Many companies find their media contacts are more open to a visit to an award show than a simple product pitch," says Rosas, "so use this to your full benefit by inviting as many outlets to the event as the production company will allow."

Send your questions to toolbox@prweek.com. Please contact Lisa LaMotta if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.

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