You've got 15 seconds to sound smart

Pitching and booking yourself as a guest on a radio show or podcast can be a grind, even for the most experienced among us. You or your PR rep can take another, albeit much briefer route, however.

Call into your favorite show’s fan line to add your two cents to a conversation related to your business — but do it with purpose. A sharp, relevant call can show off your personality and expertise, and it’s a way to prove your value. It may give you a chance to be invited back for a longer on-air chat. (I’ll share how you can do that next week.)

You can totally blow your opportunity, too, though. We’ve all heard that caller — the one who speaks off-topic, shouts out their cousin or turns a segment into dead air. In PR terms, that’s the same as wasting an interview. Whether it’s a live podcast, sports talk or your favorite morning show, being a good caller isn’t about hogging airtime. It’s about adding to the conversation.

Here’s how to make the most of your 15 seconds and add some glue to your on-air reputation so your name sticks for the right reasons:

• Know your point before you call.
If you can’t sum up what you want to say in one sentence, you’re not ready. So, jot a quick note or mentally bullet your thought before you speak. Clarity beats cleverness; that’s true for any pitch, segment or interview.

• Turn down the volume on your radio.
Yes, everyone listening can hear it … the echo and feedback that make listeners reach for the dial. Also, kill other background noise before you say a word. It’s a small thing, but it lets the show host and listeners know you get it.

• Don’t perform — talk.
You’re joining a conversation, not auditioning for open mic night. Make your point and get out. Just speak like you would to a friend. Authentic callers make for better radio. Ask a quick question (emphasis on quick) and add something valuable to the conversation. This is something we coach in media training to create go-to experts.

• Don’t promote.
Don’t call into a show to hawk your business, book or ball. This is your chance to show you’re a good show contributor. If the call screener sniffs that you’re there to pitch when you haven’t been invited to, you won’t get in the queue. And if you try to promote once you’re on-air, you’ll get dropped and blocked.

• Listen before you jump in.
Hosts can tell when you’ve been waiting to unload instead of actually listening. Respond to what’s happening on that day’s program. It shows respect, awareness and media savvy.

Good callers get remembered and sometimes invited back. Bad ones get cut off. Be the voice that adds something valuable. Every call is a PR moment that can boost your credibility and visibility for the next one.

© 2025 Gail Sideman, gpublicity.com; SIDEbar

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