Media Connections Lab went into the field to talk with broadcast outlet hosts to ascertain some of the challenges they face in connecting with experts that are good fit for their segments
I heard diverse opinions about how hosts market their shows, while keeping the public abreast of current issues affecting their daily lives.
Mark Amtower of "Amtower Off Center" broadcast, Monday at noon on WFED, 1500 AM in Washington, DC, and simulcast and archived at www.FederalNewsRadio.com said he uses Twitter and LinkedIN to stay close to his target government market in DC, and as a result features many local guests. He’s well-versed in working independently." Most hosts who are not "national names" need to do their own marketing and using the social networks– for this is a great way to do it in a cost-effective manner," he said.
Lillian Cauldwell, producer of Internet Voices Radio, http://www.internetvoicesradio.com a show that features timely, and relevant issues along similar lines as NPR programming, boasts over 1 million listeners.She said her priority is to bring to light under-reported stories, experts that would otherwise go unnoticed, and small, lesser known charities.
Amin Brott, the host of Positive Parenting, a weekly talk show on parenting topics that airs in San Francisco and several other markets,http://www.mrdad.com says he’s been doing the show for 14 years, and has had all sorts of ups and downs with finding guests.
"I generally have more possible guests than I can handle, the problem is more quality-related. Like most producers, I get a lot of pitches from publicists, all of whom tell me what a great guest their client would make. But I’ve had people whose English was barely non-existent or who had serious speech impediments. While I’m sure that they’re quite knowledgeable about their topic, it’s very hard for listeners to follow someone like that," he said.
He admits his focus is providing quality content, so one of his pet peeves are the types of guests who force his hand.
"Then, of course, are the folks who can’t seem to make it through a sentence without saying, "As I mention in my book…" I’m sure they got extensive media training and were told to slip the name of the book in whenever possible, turning the show into an infomercial is incredibly frustrating for me. And listeners hate it. Finally, there are the guest who really have nothing to say except how great they are, "I was on Oprah last month and she wanted to know…" Congrats on the Oprah thing, but I’m trying to give my listeners quality programming and they want to learn something from you other than what other shows you’ve been on." he said.
All in all, he said the majority of his guests have been formidable.
Debbie Mandel hosts a stress management radio show for AM 1240 WGGB Radio in New York www.turnonyourinnerlight.com. She said she reads every book that is featured on the show, from cover to cover to ensure a focused, informative interview for her listeners.
"Most of my guests are authors and I read every book to make sure the show has quality questions – as opposed to press kit questions. As a result, I get fed by publishers and their PR," she said.