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Become a Brilliant TV Guest: How one expert made a splash on CNN'S Paula Zahn Now, and how you can too
Copyright © 2002 - 2010 by Susan Harrow. All rights reserved.
Cosmetic surgeon, Dr. Robert Kotler's New York based
publicist, made contact with the Paula Zahn Now program on
CNN to schedule an appearance. Here's what happened next.
1. Map out the segment with the producer
*I was referred to one of the *bookers* who did a quick
screening and then put me in contact with an associate
producer. Over several phone conversations, we worked out
the subject matter of the 3-4 minute interview.*
NOTE: Once you've passed the *audition* with a booker you're
passed to an associate (or other less senior) producer.
Often after that first "audition" you must be screened by
producers at higher and higher levels. If you're chosen then
you begin to create a segment together.
2. Help the producer shape the segment
*The *backbone* of the spot was my recently published book,
SECRETS OF A BEVERLY HILLS COSMETIC SURGEON, The Expert's
Guide to Safe, Successful Surgery. The associate producer
and I had discussed what I consider to be the non-frivolous
and important consumer issues of the book, such as how to
select a properly trained surgeon and how to be certain that
the facility in which the surgery is to be performed is
properly credentialed and hence safe. And even the issue of
having an anesthesia specialist in the patient's service to
assure comfort and safety. Those are the key gems for the
consumer-reader-viewer.*
NOTE: Robert choose important issues of concern to Zahn's
audience angling his ideas to suit her show. It's up to you
to suggest ideas that would make a great segment. Listen to
the producer's ideas and don't be shy about gently
suggesting alternatives. A pro-active guest who knows his
material is prized. Be sensitive though to how attached the
producer is to his idea and suggest yours accordingly.
3. Expect the Unexpected
*On the air, the focus of the segment was somewhat different
than I had been lead to expect. Paula Zahn, who is as smart,
charming, and attractive off camera as on, was a hospitable
and engaging interviewer. However, as comfortable as I was
made to be, the questioning by Paula got stuck on
*which celebrities have had what done.* And, they put up
photos of some selected celebs and asked me to comment on
them--including ones I had not seen prior.*
NOTE: Always be prepared for the unexpected. This is a
frequent tactic of TV shows. If they had told Robert ahead
of time what they were planning he may not have agreed to be
their expert. Instead they lead him to believe that they
would focus on what he considered important issues. To be
fair to the show they may have planned to cover what was
discussed, but changed their mind at the last minute. Or
they may not have had time or didn't feel it was necessary
to inform their guest of show changes.
Also, talk show hosts are expert at making you feel
comfortable. It's their job to help you be a good guest
(relaxed and credible)--as ones who are nervous don't come
across well. A typical tactic is to put you at ease and then
ask an unexpected question to get a candid response--which
often makes for good television. Be ready. You can be candid
and still speak to YOUR talking points.
4. Prepare your answers and bridge to them
*While I have had professional coaching on *guesting,* and
understood how to redirect the questions, I decided to just
*go along* with the trail of questions Paula posed. I could
see that this was going to be a *light interview,* not hard
news. Not that it was distasteful or unpleasant, but,
frankly, it seemed redundant and wasteful of audience time.
I felt the public deserves more significant information than
yet another review of Joan Rivers' ultra--raised eyebrows or
Michael Jackson's nose remnant.
While I did not expect a formal *book review* I felt the
viewers would have appreciated knowing how to avoid the bad
surgical results that everyone is so familiar with.
As I would have told the viewers, *If presumably smart and
wealthy people can have such bad cosmetic surgery, how does
the *average citizen* avoid it?* In the end, it was not a
particularly informative session--a bit fluffy--and I saw
that as an opportunity lost. But, hey, while it says Cable
NEWS (italics mine) Network on the door, it is still first
and foremost entertainment. Show biz. So, always be
cognizant of that, I just rolled with it and enjoyed
myself.*
NOTE: The show wanted the sexy celebrity angle, but Robert
could have bridged to the information he thought was
important with a phrase such as *Mistakes can happen to
anyone, including celebrities like Michael Jackson. To
prevent these mishaps for yourself you can*...and then he
could have delivered the key points he wanted to cover such
as the importance of a good anesthesiologist.
5. Follow the host's lead *and* make your points
*Yes, I could have diverted the conversation and tried to
say what I thought needed to be said, but one has to weigh
the benefit of taking that path and possibly being
disfavored by the program and hence not be welcomed back or
just going with the flow knowing that just *being there* and
having the cover of the book flashed on screen is quite
satisfactory for my purposes of promoting the book.*
NOTE: You can satisfy the host and yourself by balancing the
information with what the host wants and what you want. If
you transition gracefully by taking a few seconds to comment
on their question and then a few seconds to focus on your
point everyone will be satisfied.
6. Let the host and show promote your product
*Another unanticipated plus of appearing on the program was
that during the entire day, the interview segment was
promoted heavily and the repetition of my name throughout
the day was a bonus that cannot be disregarded. I saw each
hourly announcement as a *free advertisement.* I was happy.
Bottom line: Breathing or not breathing, dead or alive,
being a guest on a nationally televised interview --
regardless of the quality of the interview--is worthwhile to
any author or public figure. And, it is fun and a memorable
experience for those of us from outside the media world. The
producers liked the segment and, after all, it is their
show.*
NOTE: Often times guests are overly promotional in an effort
to make the most of their on-air time. You won't be invited
back if you plug yourself or your product obviously. Find
out ahead of time how your product will be positioned on the
show. Let the host do the promoting. Your job is to give
great information about the product, service or cause that
incites your audience to take action.
BEFORE the show, and at the time your booking is confirmed,
ask that your website, 800# etc. be displayed on the screen
(this is called a chyron). Realize though, that some shows
have policies not to do this. Ask also how your product will
be positioned on the show. Always bring your product with
you in the event they've lost the one you sent. This will
insure that your product will get the publicity that you
want. Better yet, if you can create interactive scenes that
involve your product that are entertaining and witty you
will be a hero.
7. Enjoy the recognition and propose a new segment
*Finally, and probably most importantly, my 87 year old
parents thought I *looked very good on TV.* They liked my
suit and tie selection. So, everyone was happy!*
NOTE: Make your parents proud. The kind of exposure you
receive on national shows is invaluable for credibility --
with your parents, competition, clients, and other national
shows. And you can increase your recognition by calling up
other talk shows and suggesting a different angle of the
topic you just covered. Also, while you're in studio propose
another segment with a totally new angle. The time to pitch
a segment is right then when everyone is happy with your
appearance. Try and get a committed date on the spot.
Don't miss your chance to appear on the top TV talk shows.
Learn the secrets of the pros. In this special report
discover what it takes to make the cut when you get that
coveted call from the producer. Go to:
http://prsecrets.com/store/
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Susan Harrow, CEO of
http://prsecrets.com, is
a top media coach, marketing strategist and author of
Sell Yourself Without Selling Your Soul® (HarperCollins),
The
Ultimate Guide to Getting Booked on Oprah, and
Get a 6-
Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on
Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade,
People, O, NY Times, WSJ, and Inc. |
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