Be succinct. The worst thing you can be on TV is a bore. Longwinded answers to questions send viewers running for their clickers. We live in the world of the sound bite, and any answer you give exceeding thirty seconds hasn’t been honed properly. That doesn’t mean you can’t tell a good story or that you should carry a stopwatch, but do practice brevity. By the same token, one-or two-word responses don’t work, either. You have to be articulate and keep to the point.
Emphasize the positive. Whether or not you espouse a controversial view, be upbeat. Find areas of agreement with the interviewer, the panel, and the audience. Don’t let them put words in your mouth, and don’t oversell your project; but look for ways to stay on the bright side. If asked negative questions, answer the question you would rather the host had asked.
Don’t panic. If things become nasty, stay calm. Avoid talking over your host, but if he is really going for the jugular, go ahead and lay it on thick. Talk back, talk over him, give ’em hell. The host knows the audio track will sound hopelessly scrambled if two or more people talk at the same time. I promise you, to avoid viewer tune-out he will eventually shut up, and you can have your say. But if all else fails, and you’re being unfairly abused, walk off. Society is built on mutual respect, and if someone refuses to offer that, what are you doing there?
Relate to the audience. Barring white supremacists, adulterers, and murderous babysitters, I find most talk-show guests generally win the sympathy of the audience. Overall, audiences don’t have the heart to attack guests as the hosts can, although they will if provoked. Look the audience in the eye, and be forthcoming with answers. You can win them over. Confidence is a must, but a spoonful of humility doesn’t hurt either.
Go with the flow. As carefully scripted as these shows are in theory, once the cameras roll, anything can happen. My friend Randi Gelfand, then talent coordinator at the Joan Rivers Show, tells the story of a guest appearance by Angela Bowie (ex-wife of rock star David Bowie). Apparently, Angela was less than forthcoming about her wild life in the world of rock and roll. New York shock jock Howard Stern, who was a guest earlier in the hour, spontaneously came back to the set and showered Angela with shocking tabloid-style questions, getting her to open up about her sordid past. Angela was ready for anything, and you should be, too.
A Word on Coaching
Media coaching is a rapidly growing industry. Entertainers, corporate executives, politicians, clergy, and regular folks are lining up to learn how to behave in front of the camera. A friend of mine in this business prefers the term “image consulting” because her advice is applicable in any public situation, not just with the media. Although image consulting can be helpful, it’s often beyond the scope of Guerrilla P.R. The cost can run into the thousands, though some consultants offer one-or two-hour makeovers for considerably less. They usually entail a quick diagnosis of the subject’s personality and an audition on videotape. If you have the money, one of these sessions could prove valuable. Otherwise, use your own camcorder or even the mirror, and do your own image consulting. I think you can objectively size yourself up and make the necessary adjustments.
Here are a few pointers:
Tips & Traps
Wear soft dark colors, minimal patterns, and monotone outfits, but never whites, which bleach out skin tones. Avoid shiny accessories or clacking earrings and bracelets. The rule of thumb is to “mirror your audience,” meeting the dress standards of the group before whom you appear.
Acknowledge your nervousness before you go on. If your shoulders are up above your ears, it’s time to do some shoulder rolls. A certain amount of nerves is good, because it gets the adrenaline flowing, but you shouldn’t focus on your jitters.
Once on camera, sit straight with hands folded in your lap, but don’t be frozen in one position. Small movements are indeed exaggerated on the tube, but withholding movement, hiding, takes an enormous amount of energy. Relaxation is the key.
Look at the interviewer, not the camera.
Never interrupt unless, as I said before, you’re being unfairly dominated or talked over.
There are no bad questions, only bad answers.
Shape your answers to sound personal rather than dry and technical. You really don’t have to impress anyone with your intellect.
Nervous before you go on? Try visualization of serene settings or deep breathing. Once you’re on, imagine that the set is your own living room and you’re just having a conversation with an acquaintance.
Guerrilla P.R. means selling yourself as well as your project. The two are inseparable. TV offers you the best chance of cementing the connection. A successful TV campaign will set the stage for enticing future opportunities, because if you become a show’s regular “expert” on a given topic, you will have devised a P.R. annuity that keeps paying dividends for a long time.
Media Facts
112.2 million U.S. households have at least one television (that’s 99 percent of us).
35 million of them have HDTV.
65 million American households currently receive cable.
Sales of DVD players in 2006 totaled 19.7 million units.
There are 1,527 TV stations in the United States: 691 VHF and 836 UHF. Of those, 314 are public stations and 1,186 are commercial. The typical household tunes in to TV 48.5 hours a week.
The top cable networks (as of December 2006) are these: Discovery (92.5 million subscribers)
CNN (92.3 million)
ESPN (92.3 million)
TNT (92.1 million)
USA Network (92.1 million)
Lifetime Television (92.1 million)
Weather Channel (92 million)
Nickelodeon (91.9 million)
History Channel (91.9 million)
ESPN 2 (91.8 million)4
Making Radio Waves
All this talk about TV skirted one obvious issue: with television, you almost always have to go to them. The national morning shows can send a crew to interview you if need be, but if you want to hit the major U.S. cities with a TV blitz, you’re going to have to buy a fistful of airline tickets to hit each town—a nice way to blow your entire Guerrilla P.R. budget. However, this isn’t so with radio.
From the comfort of your own bedroom, you can do forty radio interviews across the country in a couple of days, covering as much as with television, if not more. Radio is clearly the easiest and least expensive method for reaching a maximum number of people. Unlike TV, there are practically no boundaries on radio in terms of taste and subject matter (not that TV talk shows are all that tasteful). I once heard a morning talk radio segment devoted to the issue of Asian immigrants capturing and eating neighborhood dogs. The show was known as the Breakfast Edition.
Radio, especially the Guerrilla P.R.–rich target of talk radio, is ever on the lookout for controversy, for something different. If it ties in with the news of the day, great. It was talk radio that a few years ago launched a nationwide campaign to mail teabags to congressmen contemplating a hefty pay raise for themselves. People are listening out there.
Most cities have at least one talk radio show. Some are nationally broadcast, like Terry Gross and Rush Limbaugh, who are heard by astronomical numbers of people (up to half a million at any given quarter hour). Getting on radio is easier than getting on TV, although it’s never a cakewalk. Many of the same rules apply: know the show you’re pitching, send written material first, find out the name of the producer. But you do have more latitude because you’re free of the visual component and because so much radio programming is produced at the local level, much more so than in television.
One effective way of reaching talk radio producers is to submit your name and project to Newsmaker Interviews, a publication subscribed to by dozens of radio stations across the country. In its simple format, potential guests and their topics are described in detail, with a contact name and number listed at the bottom.
I urge you to send your information to Newsmaker lnterviews. Otherwise, you’ll need to track d
own the myriad talk radio shows across the country. Some published listings do exist. Try Radio & Records, a respected industry trade newspaper based in Los Angeles. They have a comprehensive talk radio section and editor, as well as published specials on the format.
Whether you’re shooting for a local, regional, or national talk radio campaign, once you’ve nailed down your contacts, keep these pointers in mind:
Most producers get their ideas from the other media like newspapers and TV, not from publicists or direct appeals. It’s wise to link your idea with some other current item in the news.
Like other media producers, talk radio producers are extremely overworked. Because they don’t really cover breaking news the way TV and newspaper journalists do, they may not be as accessible. Be persistent. Eventually you’ll hear back from them.
Talk radio producers and hosts really like controversy. Maybe you have a new theory of nutrition that says fat and cholesterol are healthy in the diet. That’ll get you on the air very quickly. Talk radio is contemporary America’s version of the soapbox in the town square, and anyone can climb on top of it.
Demonstrate you know the show by mentioning something you heard on the air recently, and perhaps tie that in with your pitch.
As a Guerrilla, you want maximum exposure, so I recommend linking as many radio shows as possible in a given amount of time. Set a goal of, say, five shows, five cities, within two weeks. Not only will it help your P.R. effort, it will vastly improve your skills as an interview subject.
Once you’re asked to go on the air, you may do the interview in the studio or by phone at home. If the station is in your area, try to go down there. That way you meet the staff face-to-face, and grease the wheels for possible future appearances. Otherwise, doing the interview by phone is just fine.
Usually, the producer will call you and hook you into a special extension. You’ll hear the show over the line, and within a few minutes you’ll be introduced. You don’t have to be nervous. It’s just like talking to a friend. Obviously, you want to keep your language clean and diction clear. This is an audio medium, so modulate your speaking tone to give your voice a little more color, and keep your answers concise.
Take your cues from the host or interviewer. He or she calls the shots. Never interrupt the host or step on his or her words. Apply what you’ve learned about steering the conversation, but keep that deference to the host in mind. Unlike with TV, they can cut you off in a second. One nice thing about radio: because you’re “invisible” you can jot down notes to yourself while on the air to remind yourself of other points you want to make. It doesn’t hurt that you can do the interview in your pajamas, either.
Media consultant Peggy Klaus urges her clients to “make a fan” of the microphone. “I tell them to imagine someone they love and who loves them is sitting there just dying to get the information,” she says. “This helps elevate the enthusiasm in the voice.”
As with print, you should collect your radio “clips,” i.e., record your appearances and assemble a little cassette of your best sound bites. A digital recorder will help, and they’re not expensive. You can use this as part of an audio press kit to help line up future radio appearances.
Even if your talk radio show efforts fizzle this time, don’t give up on radio. You can always call in to the talk radio show as a regular citizen. You can cloak your call around some current event, but there’s no reason why you can’t slip in commentary related to your project. All radio stations have community affairs programming, and even pop music DJs announce upcoming events. Check with local stations to see how and when to submit press releases for announcement. Speaking of DJs, many stations have loony morning and afternoon announcers who throw into their shows every crass and crazy concept they can dream up. If you have the right personality, you just might fit in with your local shock jock.
Every station has a news department, and though they’re microscopic compared with TV news departments, don’t neglect them. Sending a press release only costs a stamp. A single mention on the air may not have a dramatic impact, but taken cumulatively, radio is a superb outlet. You reach more people in one shot than you do with the average newspaper, and it’s easier to obtain than a TV appearance. Radio is America’s clearinghouse of ideas, so step up to the mike!
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FROM THE GUERRILLA P.R. FILE
In 1990, California celebrated the twentieth anniversary of the personalized license plate. One car company sponsored its own star search for the best vanity plate in the nation. The winners included “04A4RE (Oh, For a Ferrari),” found on a Pennsylvania Honda; “OUT50GZ,” seen on the back of a Mercedes-Benz; and the grand prize winner adorning the rear bumper of a frenzied movie executive: “IM2BZ2P.”
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Computerize Yourself
In 1993, I wrote, “If this book were being written ten years ago, this section would not have been included, but that’s how fast personal computers have changed the landscape.” Well, to paraphrase Al Jolson, I hadn’t seen nothin’ yet.
Since the original publication of Guerrilla P.R., computers have risen to a dominant position in almost every media outlet. Consider that CNN debates between presidential candidates in 2007 were held in conjunction with YouTube.com, and you’ll get an idea of what I’m talking about.
But there are ways to access computer communication and increase your profile that have nothing to do with traditional media outlets. Listservs and BBSs (bulletin board services) are the beginning of the online picture.
Most BBSs aren’t free. They require a subscription, and in many cases you must provide credentials of some sort just to be considered.
These BBSs post an amazing array of information, from simple announcements to controversial opinions. It’s like a high-tech CB radio on which any subscriber can air his or her feelings or news. Although there are many hundreds of BBSs, if you’re serious about this, sign up with one of the commercial online companies. They offer such features as electronic mail, databases, and even online conferencing.
A BBS is often tied to some activity or profession. Listservs are usually groups of people who share an interest and want to discuss it. They can be very passionate about their opinions, and unless you want to antagonize some members to make a point, it can be a little dicey at times to post to a list or a BBS.
Keep in mind that there are rules of etiquette on such lists. As with most online communication (e.g., chat rooms), it is rude to write IN ALL CAPITALS. You can find yourself flamed, or badly maligned, if you use inappropriate language (except on lists that don’t mind such things). The best thing to do is to lurk, or read posts for a few days before posting, and always read the rules when you sign on to a new service. They’re almost always posted on a public Web site.
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GUERRILLA P.R. COMMANDO: Luke Dommer
“Having had more guns pointed at me than I can count, I knew I was fighting a cultural value system,” recalled the late Luke Dommer, founder of CASH (Committee to Abolish Sport Hunting) and crusader on behalf of American wildlife. By passionately taking on a cherished institution, Luke embarked on a long-term struggle that took him face-to-face with angry hunters, a well-organized gun lobby, and the ire of America’s macho faction, all the while fighting a losing battle with the cancer that took his life.
A burly ex-Marine and ace marksman, Dommer made a good living as a graphic artist before recognizing the devastating impact society wreaked on the environment. He chose to devote his life to preserving life on the planet, relying on old training for guidance.
“I looked at this from a military point of view,” said Dommer. “First, you reconnoiter the enemy and find the weakest point in his line. I determined hunting was the weakest link in the chain of animal and ecological abuses.”
Working on his own, Luke established CASH and filed a series of lawsuits to stop hunting in New York state parks. His actions drew the fury of hunters, whom he credited with his first P.R. successes. “They’r
e the ones that promoted me,” said Luke. “I was routinely written about in hunting magazines, and when the lawsuits began, I was naturally the one the media contacted for comment.”
Luke also had himself listed in the Yearbook of Experts, Authorities & Spokespersons, a bible for talk-show producers. Soon he was appearing on radio and TV, first regionally and later nationally. He wrote articles for Op-Ed pages and magazines, printed in such publications as USA Today, the New York Times, the Philadelphia Inquirer, and animal rights tracts. He was written up in Omni magazine and in newspapers in communities where hunting was an issue.
Because he sold himself as a genuine expert, Luke cornered the market in his field. He debated more hunters than anyone else, and appeared on at least four hundred radio and TV programs beginning in 1976. One lesson he learned: Let a belligerent opponent ride roughshod over you. “I had one guy interrupt me, be rude to me on a talk show,” Luke recalled in his interview with me in 1991. “He got lots of complaining letters, even from hunters.”
Years of experience taught Luke much about the nature of media. “I had to reach beyond the animal rights movement and give the mass media a logical reason to look at sport hunting,” he noted. Luke didn’t believe Guerrillas should look for too much too soon. “I believe in starting at the first rung of the ladder,” he told me. “You gain experience gradually on your way to the top. For example, don’t go on a show you can’t handle. Eventually, like me, you make it to the top of the ladder.”
Luke enjoyed doing his own media campaign. “I reach more people than anyone else in the movement,” he said. “It doesn’t cost the animals a dime. My opponents spend millions each year on propaganda, but the media I’ve done came because they called me.”
Luke continued his struggle, knowing full well he might not see his dream of the abolition of hunting in his lifetime. “Scientists predict we may lose another million species of plant and animal life in the next ten years,” he noted somberly. “There’s a continuum of death going on. But whatever I do, when I weigh it against the universe, I know I’m just a speck. But seeing this become a national issue after fourteen years of sacrifice has been my greatest reward.”
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