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Most people seem to believe they can write a press release, mail or email  it to a radio or television station and sit back and wait for the avalanche of  phone calls.  But as time passes and no producers are beating down the door, they make a few phone calls only to discover that no one even read the release.   
 
The following five important components of radio and TV press releases  will make your show idea come to life for producers and hosts, and also position you ahead of the pack.
 
 
1.  Headline! Headline? HEADLINE!!!
 
Arguably the most important aspect of your press release, headlines are so vital that entire books and seminars are dedicated to the art of constructing  the most effective ones.  Now, don’t let this scare you.  Writing a killer headline is definitely a skill that can be developed; all you need is a clear and concise overview of your topic.  
 
Write down your show idea and look it over.  Now look it over again, remembering that it should be an idea for an interview that relates to your book but most  definitely not a summary of the book’s theme or content.  
 
What is your key message?  Is your show idea newsworthy?  Are there any well-known people you can tie into your topic?  Do you have any impressive statistics that are relevant?  Does anything controversial tie directly into your subject?  The answer to these questions will help you develop a headline that will capture the attention of producers and hosts.  
 
First and foremost, your headline must instantly communicate the topic of the show.  The test is, if you can envision what the conversation will be about just from the headline - you’ve got it!  

Generally, headlines should be no longer than one sentence. As this is a  lot of weight to put on a single sentence sometimes you will need a subhead to  support it.  The result is that  anyone who reads the headline and subhead together will immediately click on the concept of the show.  
 
Here are two examples of the successful headline and subhead combination:
 
 
GLOBAL ECONOMIC CHAOS?
Expert Reveals Predictions on Grim Future of US Economy
 
ARE PERSONAL CONFLICTS RUINING YOUR LIFE?
How to Successfully Resolve Squabbles in Everyday Life
   
2.  Topic Summary
 
This is your chance to present a concise summary of your show topic.  It should
continue naturally from the headline and expand on it. The headline gets the attention and the discussion topic gives the reader more.   

The discussion topic component of your press release should be two or  three sentences, tops.  Again try to tie your topic to current events, big names, big money, or controversy. Don’t be worried about repeating yourself in different sections of the press release.  After all, you want to get a cohesive point across!  Tip: try writing the headline and topic summary together.
 
Here is an example of a headline and topic summary which were written together.  Notice the bolded words and how they tie the two together.
 
Headline:
GLOBAL ECONOMIC CHAOS?
Expert Reveals Predictions on Grim Future of US Economy
 
Topic Summary:
The United States is about to move into a period of major economic chaos and poverty that will wake up people to overthrow the rule of money in society in a ballot-box revolution.  Let internationally renowned expert reveal predictions
on the grim future of our economy.
 
3.  Talking Points/Questions

These are an absolute must for radio and TV because they are the shaping  tools that guide the host through your topic.  Often, hosts read directly from press  releases during an interview.  This  not only makes them look knowledgeable; it saves them heaps of time.  So why not have them ask you questions  you’ve created, enabling you to get your specific message heard.   This makes you look knowledgeable
and makes for a great interview!
                                                                                              
Yet again you will need to tie in current events and any controversy that  will stir interest. Generally, it is good to give no more than 7 or 10 of these conversation shapers. As an example, here are a few questions that were used in  a release for a radio show on “How to Find the Perfect Pet for Your Lifestyle”:
 
*What are the primary reasons people decide to get a pet?
 
*What criteria should people follow when choosing a pet to make sure it fits into their lifestyle?
   
*What can families do ahead of time to determine what type of pet is best for them?
 
*How can families prepare children for the responsibility of caring for a pet?
 
*What are some of the things people need to consider before adopting a puppy or other young animal?
 
If you do get invited as a guest, your interviews will generally last anywhere from 10 to 30 minutes, so concise is a word you should keep in the forefront of your
mind. 

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