1. Using Radio for Business Benefit
Simon Neild and Andy Coote
SourceFM
2. Radio –opportunity
or problem?
That all depends on how you approach the
interview process.
Ask yourself -
What do you need to know?
Before you agree/appear
On the day of the interview
How should you approach the interview?
And after the interview -
How do you get asked back?
3. Ahead of the Day
Which Station?
Who is the interviewer/ what type of show?
What is my message?
4. Which Radio Station?
National Radio – BBC R4, BBC R5live
Big audience, large geographical area
Typically short time slot – often with a lot of waiting about
BBC Local Radio - Radio Cornwall.
Smaller audience
News maybe short but features longer
ILR Local Radio (Pirate, Heart)
Local audience
Mostly news and music
Community Radio (SourceFM, Penwith, Redruth
Radio, Hub, St Austell Bay)
Hyper local audience
Volunteer presenters
Scope for features at longer, more leisurely pace
5. Type of Show
What is the show you will appear on?
News/features/discussion?
What subjects do they cover?
How long do their packages run?
What type of interview?
Crisis interviews
Ideas selling interview
Social interview
6. Who will be
Interviewing you?
Know your interviewer
understand their technique
listen to replays of their interviews online
What is their approach?
Proving/disproving a specific point
Researched and guided
Blank canvas
Most presenters (or their producer) will discuss a
brief with you but then ask their questions in their
way
7. Your Message
Consider your subject from a listener’s point of view
Develop the points they need you to get across
Know your success criteria (different for everyone) –
Message clear
Sales enquiries (or at least website hits)
No stupid remarks or embarrassing silences
Feeling proud on listen back
Make bullet points of key issues – don’t script it
How long have you got?
What MUST you get over –
Prioritise - Don’t try to put 10 mins of content into a 5 min
interview.
Better to have 2 mins properly explored.
8. On the day
Arrive in good time
Be calm – use relaxation techniques
Deep breathing
Meditation
Yoga
Warm up your voice and face
Eating beforehand – avoid anything that affects
your voice
Know your key points and be ready to express
them freshly
Don’t learn (or worse, try to read from ) a script
9. The Interview itself - 1
This is a performance –
Entertain/ engage as well as getting your point across
Where appropriate, be upbeat and positive.
Avoid using negative sentence constructions.
Radio interviewing is a conversation – be present not
distracted
Be a good interviewee – help the interviewer
Have something to say
Nothing worse than one word/one sentence answers
Listen to the question
Link your key points to the question –
sometimes that may require a bridge
Interviewer should say much less than interviewee
10. The Interview itself - 2
Stick to the point –
One answer, one point
Don’t explore the byways
Don’t ramble or tell questionable stories
Keep an eye on time
Build rapport with interviewer
Don’t antagonise the interviewer
Better on side than against you
Eg Paxman and Chloe Smith after the fuel duty rise was
cancelled - http://www.youtube.com/watch?v=gZ31jMsKOXg
Compare with Boris Johnson (don’t try this at home!)-
http://www.youtube.com/watch?v=cgThJK8xfKw
Respect for interviewer – esp true for pre recording
11. Getting Asked Back
Take an interest in
the presenter,
the station,
the audience
Give value
Entertain and inform the audience
Be engaging – to the presenter and the audience
Help the presenter by being available and easy to talk
to
Be memorable – in the right way!
12. Your Presenters
Simon Neild (simon@snanet.co.uk) presents
About You (Wednesdays at 4pm)
Inside Local Music (Thursdays at 3pm)
Andy Coote (andy@bizwords.co.uk) presents
Business Breakfast (Fridays at 8am)
The Source is on
96.1FM in Falmouth/Penryn and surrounds
The internet via www.thesourcefm.co.uk/listen