Kyle Liedtke contributed a chapter on basic media training tips to Carmen Leal’s book You Can Market Your Book. This book is an excellent tool for publishers, publicists and independent authors.

ISBN 1-932124-004. For more information on this book, see www.writerspeaker.com.

This chapter on interviewing tips is part of a training manual that comes free with any three hour media session with Kyle Liedtke.

Chapter reproduced with permission

Toto And The Wizard Of Oz
Demystifying The Author Interview

Kyle Liedtke, Mediatalk Communications.

To most authors going to a broadcast interview is like going to the Land of Oz - and the talk-show host is that great green bodiless, floating head of the Wizard who speaks with smoke, thunder and lightning.

The author sits shaking in front of the microphone, clicking their heels frantically, terrified that at any moment flying monkeys will swoop down and carry them off.

The whole thing is dreadful.

That is, until Toto draws back the curtain…

Consider me your personal Toto (though I’m not nearly as furry). Let me draw the curtain on the Wizard and demystify the interviewing process so you can go home safely. But before you can go back to Kansas, you need to learn something about the Wizard and something about yourself.

The Wizard is powerful, but he’s only a man pushing buttons
The Wizard is only as powerful as his audience. If you’ve been asked to be on a show, it’s because the host or producer thinks you have something that will make their audience happy. If they don’t have a happy audience, they don’t have happy advertisers; if they don’t have happy advertisers, the show is over.

Change your paradigm. You’re not there for the host; you’re there for the audience. Speak to them. Connect with them. Have something to say to them. While you must learn to communicate to your host – your real goal is to communicate through your host. Don’t lose perspective.

It’s not all about you either, Dorothy
Dorothy was loved because she helped everyone else first. Your interview is not a free infomercial for you. Don’t be a salesman. When you’re in front of the microphone, don’t sell your book; find a heart for the tin man, find a brain for the scare-crow, give courage to the cowardly lion. This is what will endear you to the hearts of your audience. When a listener loves your book, they’ll buy one. When a listener loves you, they’ll buy all your books.

Follow The Yellow Brick Road…

Pre-Interview

Have something to say. The average attention span of a radio listener is forty seconds. Your answers should be no longer. Have a plan and purpose to your interview, arrange a theme statement and 3-5 key points and then practice. *See other articles by Kyle Liedtke on how to develop your message

Get the facts. Before the interview, get as much information about the program as possible. Get the name of the host and program, style of program and listener demographics. Get answers to these questions: How long is the show? Is it live or taped and will there be time to edit? What is the purpose of the interview (the angle of the program)?
Confirm your booking 24-28 hours beforehand. Confirm the specifics of the show, date, time, length. Ask the producer if they need anything like giveaways, extra press kits, etc. Always request a tape of the program.

Always be early. If you are scheduled for a 1:30 live interview, be in the studio by 1pm (or at least 15 minutes before the producer asks you to be there); if the interview is live by phone, call in at least 10 minutes before (the producer may ask you to call back, but always be early). If the interview is taped by phone, call at the time scheduled – do not call early. And DO NOT use your cell phone if at all possible. If you MUST use your cell phone, let the producer know in advance and make sure you exchange backup phone numbers in case you’re disconnected (or more likely, they put you on hold until your signal clears up!).

No Second Chances. First impressions begin with the first person you come across in the parking lot of the studio, or the first person that answers the phone. One of the biggest complaints about authors is that they’re arrogant and rude. Unless you’re Michael Crichton, you’re not going to get away with it. Not even to mention that we should have the attitude of Christ. I have interviewed hundreds of both secular and Christian authors and artists, and there is often little difference – in fact, most secular guests are more kind, because they realize the direct relation between impressions and the advancement of their career.

Always bring notes. Even professionals have “off” days where, for whatever reason, they can hardly remember the title of their book, let alone remember the key points! Your notes should be on 3x5 cards only – never on paper. The microphone will pick up the sound of shuffling papers, and this will not only distract the listener, it will also send a subtle message that you’re not fully ingrained with your material. Your notes should only contain key points, and important quotes or excerpts from the book (which shouldn’t be longer than a few sentences). But a word of caution here - if you’re going to read excerpts or quotes from your book, be familiar enough with them that you can read them with inflection and emotion. I’ve literally had guests read their answers to me (and I could hear the sound of thousands of people switching to another radio station!)

You should also bring blank 3x5 cards and a sharpie pen. You will use these cards to write the name of the interviewer, show name and/or station call letters on, and then keep those cards in front of you at all times. There is nothing that will break the connection of trust and credibility with the host and his listeners than if you say his name wrong (have you ever been to a concert where the artist says, “It’s great to be in California!” when they’re in Oregon? Notice how the crowd reacts and how long it takes for them to get back into the concert?).

NO Coffee before or during the interview. If you are offered something to drink, ask for a cold glass of water (there is some evidence that drinking cold water helps the thinking process). Any beverage with caffeine (tea, soda, etc.) will dehydrate you – especially your throat and mouth, making it difficult to speak for any long period of time. Caffeine is also a diuretic that will make you have to use the restroom often. The combination of these will only exaggerate any nervousness you might have.

Always, and I do mean ALWAYS have breath mints with you. Buy Altoids in bulk and keep tins everywhere – in your purse, briefcase, shoulder bag, coat pocket, desk drawer, car glove compartment – everywhere. NO gum.

Avoid using much cologne or perfume – it can be distracting and overpowering in a small studio. There is also a chance that the people you come in contact with are allergic to perfumes.

Phone Interview Etiquette

Always offer to call into the show – remember you’re not doing the host a favor, they are doing you one. Spend a few dollars…

First Impressions. When the receptionist answers the phone, clearly and cheerfully greet them, then identify yourself and request the producer and/or host of the program.

When the producer or host answers, be polite, but avoid chitchat. First thank them for allowing you on their show, then offer to give a “level” (that is a test of your phone line and your voice volume, for example “Testing, 1, 2, 3, Testing”). The quality of phones and phone lines vary so much, that it is very important for you to speak loudly and clearly (if your phone has a volume adjustment, set it on high). NEVER use a headset, cordless or cell phone for an interview – the quality is often lower and the risk of disruption is high. You want your message heard.

In Studio Etiquette

Familiarize yourself with the studio and the station. Always ask where the restrooms are and if there is a drinking fountain (if they haven’t offered you water). Better yet, always keep bottled water with you.

Let the host and producer do their jobs. Be friendly but don’t initiate off-air conversation unless they appear to be available for it. If they are, ask questions about themselves – how long they’ve been doing the show, how long they’ve been in radio, where they’re from, where they went to school, etc…this will create a personable and positive atmosphere for the upcoming interview.

If the interview is live, ask when the commercial breaks are and if there would be time to use the restroom if you have to (this will help you be prepared mentally in case you suddenly need to use the restroom in the middle of the interview).

Ask about the equipment. Every studio setup is different. Some interviewers will offer you headphones during the interview. If you’re not familiar with using headphones, it can be disorienting. I recommend practicing with headphones at home and using them whenever offered. Ask how to adjust the volume. The volume in your headphones should be just barely above your speaking voice. Most studios have a “cough” button for the guest to allow you to turn off your microphone for a moment to cough or sneeze or clear your throat. Ask if they have one. If not, just turn your head away from the microphone as far as possible and cover your mouth.

Every microphone is different. Ask the host how close he would like you to the microphone – and where into the microphone he would like you to speak. Never be afraid to ask about the equipment. No one expects you to know everything.

Interview

Showtime. When the on-air light goes on, relax. You’ve done all of your preparation and now it’s time for you to take a deep breath, say a quick prayer, drink some cold water, clear your throat and talk with the host. Keep eye contact with the interviewer and talk to them like you’re having a conversation over coffee. Be prepared, but be relaxed.

At the end of the interview be sure to let your listeners know how they can get more information about you and your book. If you don’t have a website, get one; it is the easiest way for people to pursue more information about you. Meanwhile, if you don’t have a website, and are listed on Amazon.com, tell people they can get more information about your book there. Make sure the host has this information as well.

Post-Interview

The first thing you should do after you’ve finished an interview is to write a thank you note to the host and producer. Most talk show hosts keep a rolodex of favorite and informative guests; get on the list.

The next thing you should do is to listen to your interview. Nothing will help you like hearing yourself. We all speak with words and phrases (and “uhs” and “ums”) that we don’t know we’re using until we hear ourselves. Practice.

Click click click

You’re back home in Kansas, safe and sound. See, nothing to be afraid of (except those flying monkeys).

Kyle Liedtke is President of MediaTalk Communications. The passion of MediaTalk is to empower and equip messengers of God for the media. As a former talk show host, Kyle teaches on how to communicate your message clearly and powerfully to and through the media and to excel during the pressures of “live air time.” His proven techniques have enabled authors, artists, spokespersons and people everywhere to conduct themselves with confidence and passion in the media.

Mediatalk.  Learn The Language.

For more information log onto kyle@mediatalk.biz or call 541-390-9594.