You Are On the Air

By Lois Whitehead, Public Relations Manager

One of the best resources for generating publicity for your practice or firm is through your local radio station. As a CPA, you possess a broad range of financial knowledge and expertise, which makes you an excellent interview for a radio station that wants to provide their listeners with some insight and perspective on developments in the accounting profession. Take advantage of your stature in the business community and agree to answer questions as part of a news story, sit down for an in-depth interview or participate in a call-in show. Whatever you decide to do, remember that preparation is the key to successful interaction with the media.

I suggest that you begin by listening to radio shows in your area, especially during drive time (7 a.m. to 9 a.m. and 4 p.m. to 7 p.m.). Here are some items to bear in mind:

• The show’s format
  
• The type of guests featured
  
• The type of show—taped, live or call-in
  
• The length of guest segments
  
• The style of the host/interviewer—is he/she confrontational, relaxed, well-informed, etc.
  
• The show’s audience

To book an interview, you should contact the producer of the show or the news director, depending on the size of the station. A telephone message or e-mail works best for providing the topic you wish to address, your qualifications and areas of expertise, and your contact information. Call us if you would like help in making this initial contact.

Before giving an interview, it is a good idea to create talking points—those key areas you wish to stress when you are on the air. These points should be presented to the producer before the interview to help direct the questions to the overall message(s) that you want to impart to the listening audience. “ Most interviewers have a preconceived idea of the issues they want to focus on, and this pre-interview with the producer can help both parties achieve their goals,” said Bart Fooden, CPA, CPF, of Bart L. Fodden & Associates CPA P.C. in Port Washington, a member of the Society’s Public Relations Committee.

By going into an interview with one central idea that is repeated often, you stand a greater chance of making a lasting impression on the public. And by adhering to talking points, you will be able to maintain a level of control during the interview, rather than having it completely dictated by the person interviewing you.

Prior to the interview, I also suggest that you prepare answers for questions you will likely be asked, as well as those you are most afraid to be asked. If a question is asked that you feel is inappropriate or off the mark, try to put your own spin on it and say something like: “I think what you are really getting at here is…”

After doing the interview, if you think you might be interested in making more guest appearances, it’s always a good idea to send the station a thank-you note. You can even maintain your relationship with them by passing along news items that might result in a meaningful interview.

Of course, you may simply want to have the station broadcast news about a particular event or activity. If so, I suggest that you find out when the station lays out its monthly community calendar and send your event information to them at least two weeks prior to that date.

If you would like more information on contacting your local radio station, I can be reached at (212) 719-8405 or lwhitehead@nysscpa.org.