Media tips - getting your message on the radiowaves

We have some tips on helping community groups get ther message out onto the radio airwaves, supplied by Brett de Hoedt, broadcaster, journalist and director of Public Relations and Media consultancy Hootville Communications.

Brett worked as a journalist and publicist for New Idea, Truth, Channel Seven and ABC-TV and now runs Hootville Communications, which among other services, offers a five-week media training course called Media Savvy 101, designed with community groups in mind.

Here Brett gives us some of the best practice tips for getting your message across, based on his experience on both sides of the microphone.

"Talk radio is powerful. Every person of influence in the country strives to be on it. Why? They want to sell their messages. Use radio to spread your message and you'll reap the rewards.

There are two ways to get your voice on the airwaves - talkback and interviews. Let's tackle talkback first.

Talkback:

Democratic, instant and often controversial, talkback is the lifeblood of talk radio. If you're involved in a community group, chances are good that you've got something to say. So say it! It's influential with the media, decision-makers and the general public - the three groups you want on side.

Big business and government pay thousands to have monitoring companies scan the talkback sessions looking for the mood of the electorate.

            Before you call:

1. Have the numbers ready. Punch them into your telephones - home and mobile.
2. Follow the radio show and listen for the cue to call from the presenter.
3. When on hold make sure your radio is off and listen to the show via your phone.
4. Remember your mission - to convince, to educate, to lobby - to convert the unconverted.

  When you're on the air:

5. Quick Sticks. Remember this isn't a normal conversation so the usual rules don't apply. A quick "Hello Derryn" and then get straight on to your point. Don't waffle, dilly or dally. Be concise. You'll probably have 60 seconds maximum.
6. Make it constructive. Don't just make a wise crack or let off steam - that won't change anyone's mind. Tell a compelling first-hand story. Give a killer statistic. Give out information (website, phone number, meeting place) so interested listeners can take action.
7. Don't: Verbally abuse the presenter, politicians or previous talkback callers. Passion is great but anger comes across poorly on air no matter how right you are.

 
Why didn't you call?

Recently I surveyed a community group of 200 smart, informed and enthusiastic people.

"Who listens to talkback on the radio?" Nearly 200 hands went up. "Who has ever called talkback to argue your case on the issue that brought you here tonight?" I didn't even get 200 fingers. Even worse, those people that did call, called the radio shows that they knew supported their stance. This is common but not good enough and I told them so.

The passion and IQ of these people was being wasted. Talkback is cheap, easy and doesn't even take much time. Perfect for community groups.  

Remember - the powerbrokers in the community are listening to see what the public are thinking. Influence the content of the airwaves and you influence the perception of the nation.

Telephone Relays

Here's a way to organise your community group into a force to be reckoned with:

• You'll need two lists. The first is the member list with the names and telephone numbers of your members who are ready and willing to call.  The names should be numbered from 1 onwards.
• The second list is the target list. This lists as many talkback opportunities on the radio as you and your radio savvy friends can think of. Be sure to include the correct phone numbers to ring. Distribute copies of both lists to everyone involved.
• Declare a particular day Talkback Day. On that day member #1 has the task of calling any target on the target list. (Preferably a show that's early in the day.)
• Immediately after getting to air member #1 calls member #2. Then  member #1 tells member #2 which target was called. Member #2 now calls any of the other targets on the target list.
• Immediately after getting to air Member #2 calls Member #3. Then  Member #2 tells Member #3 all the targets called so far. Member #3 calls one of the remaining targets.
• Continue till you're out of targets. Then start again.

How to make a telephone relay really work.

• impress the importance of making one's call ASAP after getting the go ahead.
• stress the group responsibility of it. #4 can't call till #1, #2 and #3 have called.
• if you have enough members, divide into two teams and see who can go through the target list first.
• make #1 a can-do caller.

If this sounds silly to you, wake up - every political party in the country does it. So too do most big community-based lobby groups. It can make small groups seem awfully big. You can apply the same principle to calling MPs or government departments.

Interviews

Another way to get some airtime is to be interviewed on the radio. It gives you more time to explain your case and promote your cause. It gives you a credibility with listeners that talkback cannot provide.

So how do you get to be interviewed?

1. Identify a possible interview topic.  Is your group doing something new? Something unique? Are you in crisis? Do you have expertise or relevant opinion on something that's making news at the moment - drought, bushfire, Iraq, back-to-school issues? Just existing will not secure you an interview. You have to have a compelling idea.
2. Prepare your suggestion in writing.   It's inevitable that you'll be asked for details so have them ready. Keep it brief and remember that you are selling the idea of an interview, not issuing an invitation.
3. Select your target.  Select a radio program that you think would be interested in your story. Is there a show that tackles similar issues? Don't call a lighthearted show with serious story. Don't call a nostalgia show with a new-based story.
4. Make the call. Call the station and ask for the producer of the target show. The producer is part organiser / researcher / assistant / journalist / gatekeeper. When you get through to the producer it's a bit like talkback - you have a limited time to make your point, to sell your story. Provide a total solution. Here's an example:


"Hello producer. I'm Jane White from the Jones Trust. For the last 40 years the Trust has helped low-income families with the costs of going back to school. Last year we helped 1200 families and we expect demand to rise 20% this year. I thought with kids going back to school at the moment you'd like to talk to our Chair Joe Jones and perhaps one of the families he's helped this year so we can get a first hand account."


This pitch is quick and concise. It explains who you are, what you represent, what you do and who you propose to be interviewed. You also made the pitch timely and newsy.

5. Have plan B, C and D.  If your first target fails, try, try again. Remember, nobody is doing anyone any favours. You need your story on radio and radio needs your story.