To the extent that you are looking for a free radio commercial, you need to begin the process by thinking a little bit outside of the box. This means that you need to focus on figuring out how you can get your message on to the radio in a way that benefits the radio station and listeners while at the same time allowing you to espouse your message. Many public relations experts recommend that you strongly consider developing a publicity campaign that involves providing radio stations with access to you for interview purposes.
When you stop and think about it, the vast majority of people do not like the idea of being sold to. In other words, they have a tendency to shut their minds off and cannot really listen to whatever it is that you are saying if they perceive that you are trying to sell them a product or service. One way to get around this challenge is to present information in a way that people do not automatically associate with advertising. If you really stop and think about that for a moment, you will probably agree that the overwhelming majority of people do not perceive interviews as being an advertisement for a product or service.
The secret here is to really develop an idea for getting yourself on the radio so that you can present some viable information that will be of genuine interest to people who might be listening while at the same time being able to successfully and very subtly talk about the product or service that you might happen to be associated with.
Do not make the mistake that so many people tend to make where they tried to treat a publicity campaign as being an opportunity for one big commercial. This is not going to be successful because a lot of radio producers do not want to book somebody to come onto their radio station to essentially give a nonstop advertisement. You need to be in a position where you can actually offer to provide a great deal of truly useful information. This, in turn, will give you the ability to then talk a little bit about your product or service. People will be more receptive to listening to what you have to say if you have provided them with some value.
Here’s the bottom line: you can essentially get free radio advertising if you provide a radio station with the opportunity to interview you. As we mentioned before, the secret here is to present yourself as a topic expert who is able to answer a variety of questions about a particular topic. You do not want to make a mistake of treating this opportunity as a chance to simply talk nonstop about your product — it truly has to be an interview where people get some real value.
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