Should You Ever PAY for an Interview?: Strategic Advice from a 35-Year Media Veteran

It’s a natural and irresistible impulse.?Moments after an author holds a beautifully bound advance copy of the book they’ve been tirelessly writing for months, even years, the first question that comes to mind is, “How can I get a copy of this amazing book into as the hands (or onto the Kindle readers) of as many readers as possible?” As a longtime journalist, having spent 35 years in the media -- 20 years as a television news producer for media outlets (including ABC News, CNN and CBS News) followed by 15 years in the PR field – I believe that just about any story (or book, or product, or service, or charity) truly IS newsworthy and deserving of public attention.

The step-by-step process of creating a press release that succinctly engages the attention of producers, reporters and assignment desk editors doesn’t come naturally, however, and takes some time. The process of building relationships with the “gate-keepers” in the news media takes time, also.?For this reason, the idea of buying time – on television, radio, podcasts and/or websites – can seem like a tempting (albeit expensive) way to overcome this hurdle.?In December of 2019, I accompanied one of my PR clients – Rogelio “Vonz” Santos, the brilliant CEO of a new blockchain/cryptocurrency/medical-innovation company called “Aevolve” – to Santa Barbara, California where he was interviewed my media personality Cathy Ireland on her show “Worldwide Business with Kathy Ireland.” Cathy and her team did a great job (something I can vouch for, having spent years working with ABC News anchor Diane Sawyer) but there was indeed a rather “hefty price tag” attached to this experience.

Before rushing out and paying for the media coverage you’re craving (exposure on Bloomberg Television and the Fox Business Network, in the case of “Worldwide Business with Cathy Ireland”) I encourage you to take a few minutes to consider whether you might actually be able to secure what it known as “earned media” – airtime, publication pages or room on a news website given free of charge because its content that engages and serves that particular audience.

If you’re considering taking the “earned media” route, there are a few questions to ask yourself before launching your campaign.

·?????Are you “being of service,” with “no strings attached?” For those of us who provide a professional service (and authors seeking to sell copies of their new book) the idea of simply giving our knowledge (or story) away can seem rather disappointing.?“The whole idea of getting media exposure is so that I can sell people something,” you may say, “not just give it all way for free!” I can assure you that “giving it away for free” is the best way to engage the attention of your “ideal customer,” who will see you as the expert you truly are. Your ideal customer will then (consciously or subconsciously) begin thinking about making that purchase – of your services, your book, etc. Psychologist Robert Cialdini (author of the book “Persuasion”) calls this “The Principle of Reciprocity.” Social media guru Gary Vaynerchuk uses a boxing metaphor to describe this process, urging us to “jab, jab, jab, [and then throw that] right hook.” In other words, “give, give, give … ask [for the sale].” Guy Kawawaki, Steve Jobs’ “business-partner evangelist” at Apple in the early days, calls this process “The Public Television” model. (Give your audience lots of great content, like PBS does, and then you can occasionally “host a telethon” (try to make a sale) without feeling guilty or pushy!)

·?????Is your message relevant and timely? ?As we all begin to emerge from the stressful and challenging past 18 months of “Life During a Pandemic,” people are asking a lot of new and important questions.?“Do I really want to return to work in the office?” “As a parent of young children, are we living where we really should be living?” “How can I make my career more fulfilling and rewarding?” And more… The media “gate-keepers” I mentioned earlier serve as curators and filters – constantly on the look-out for information that will serve their audience and improve the lives of their viewers, listeners and readers. (They, too, are driven by “The Principle of Reciprocity” … conveniently measured in ratings!)

·?????Can you structure your interview or article as “a stepping-stone” to a second interaction? Yes, plenty of people who see your interview or read about you and your work (or your book) in a magazine or on an online news site will complete that experience and never think or you again in their life. (How depressing!) However … the good news is that once you’ve engaged the attention of some percentage of that audience, and you give them value (“no strings attached!”) … they will feel compelled to “get more of where that came from,” and see how they can read your blogposts, listen to another interview you’ve done … and yes, even purchase your book! Another great author and psychologist, Dan Ariely (in his book “Predictably Irrational”) says that we are subconsciously telling ourselves, “Hey, I’m a smart person – and I just spent five minutes of my valuable time listening to that interview … and I even got out of my state of inertia and took the action that the interview guest recommended … and it worked! I’d be an idiot not to see what else I can learn from that expert. It’s sure to improve my life!” (“After all, isn’t it really all about ME, anyway?” they are likely to add.) In my 35-year media career, I’ve seen it work this way again and again and again!

I genuinely hope that you’ve found this “free content” to be helpful and thought-provoking! I offer it to you with “no strings attached,” but Robert Cialdini, Dan Ariely, Gary Vaynerchuk and Guy Kawasaki would say I was remiss if I didn’t at least mention this: Starting in early September, I’ll be offering my six-week online course, “The Do-It-Yourself Public Relations Toolkit for Authors.” Let me know if you’d like to learn more about this! I wish you success in connecting with that wider audience!