Radio Interview Tips

Radio provides the American public quick and very brief accounts of the most recent news developments. (Obvious exceptions are programs such as National Public Radio's "All Things Considered" which provides some of the best in-depth broadcast coverage available.) Radio news is characterized by its immediacy and its brevity.

When a radio reporter calls, you won't have long to think about your answers and you won't have much time to give them. Chances are you'll get an unexpected call from a reporter who wants a quick comment now and is not willing to wait. If you can't or won't respond, the reporter will go somewhere else.

Radio News Interviews

If you do accept a call from a radio reporter, expect the reporter to be taping the conversation. Speak in a normal tone of voice, and be expressive. Remember that the listener's image of you is determined by your tone of voice. Be brief and simple. You'll have only a few seconds, and radio audiences aren't interested in complex, detailed answers.

Radio Talk shows

Many radio stations broadcast long-format talk shows that deal with contemporary local issues. While these programs are often broadcast early Sunday, the relatively small audience might include people who will be more apt to buy your product. Before agreeing to appear, ask who will be on the program, what issues will be covered and how you fit in. If possible, listen to the program to learn its format, host's habits, etc. When you appear at the studio, be early, and be prepared. Have your own messages and get them out at every opportunity. Avoid being argumentative or hostile. Make your points in an animated and friendly voice, and be polite and gracious.

Listener Call-in Shows

These programs build an audience of regular listeners and callers. Hosts are often strong advocates of a particular political or philosophical persuasion, and the programs thrive on controversy, no matter how contrived. Before accepting an invitation to appear, ask yourself if you're likely to be playing against a loaded deck. If so, consider the invitation carefully. Having accepted, know in advance what issues are expected to be discussed. (Remember that callers can change the direction of the program.) Callers are not required to play by any pre-established rules, and they can raise irrelevant or false issues. Some might even be downright rude or insulting. Don't respond in anger or frustration. Remain cool, and make your points in a polite but firm way. Retain your dignity, no matter what others do. You sound better than they do.

Three Key Points:

• Radio news reporters want very short and simple answers.
• Radio wants a quick response. Stories live only for a few hours, then fade.
• Commit to appear on talk or call-in shows only after you know the host's agenda.

NEXT TIP: Television Interviews