It's time to learn the skill set of a professional guest. When you appear on radio and on TV you'll need to sound and act like a polished pro. You can do that with a little publicity knowledge. You want to avoid amateur mistakes, like over-promotion, and learn the interview skills to make you the media's dream guest.

Tips! During the pre-interview with the producer or journalist, please do not attempt to influence the producer or journalist to slant or change the original segment idea. This is because the article, story or segment idea is most likely already set in stone by Managing Editors or Executive Producers and your media contact has very little flexibility. Always give the media the info they are looking for first so they can complete their assignment otherwise, they might decide to move on to another expert. If you do a great job for them, that is, you are on target and on message without meandering off topic or discussing topics that fall outside the scope of the placement, they will use you again.

Another excellent rule to follow for publicity success is this: Never cancel your media opportunity after you have given your word, that is, you have said yes. If you cancel you leave everyone in bad shape as the supporting staff has made all of the preparations for the segment or story. It is set in stone on their end. If you suddenly cancel, you leave the media in a tough spot as they have to find a replacement. This causes lots of anxiety and is disruptive. One thing is certain, you will never be invited back and you might even earn a reputation as not being reliable and then nobody will want to work with you in the future as you cannot be trusted. This is a tough price to pay and that is how serious keeping your word with the media is for you.

Prepare in advance for your pre-interview with the media and for the actual interview. During the pre-interview the media is evaluating you on many levels including your energy, enthusiasm and ability to engage yet provide an expert opinion. If you waffle or appear frazzled, the media will move on. The media is looking for both signs that you are the one they will choose or warning signs that they have to keep looking. No being prepared gives them the big signal for them to keep looking. If you are not able to get your commentary together for the pre-interview where there is little stress, how will you perform when in the hot seat, that is, on the air? So, take the time to find out what is the point of view that media is looking for from you and prepare your five talking points or more.

The media moves fast and they need to be able to connect with you quickly, at all times. If you have presented yourself as the guest or expert, be available. Give the media your cell phone for direct access. Do not make them go through voice mail or layers of phone prompts. Just give them your cell phone and when it rings, answer it. Set it up in advance, that if your cell phone rings, you will be in position to answer it. If for any reason, the call goes to voice mail, access it immediately and return the call right away. This way, the media will remember you as a great guest.