Everyone in the media monitors everyone else, becauseNO ONE wants to miss anything or leave the impression they'refalling behind current events.

You can use that competitive spirit to build a free publicitymachine for yourself. Especially on radio.

How to get attention the first time requires a whole separatearticle (I have one on our website), but here's what you do toget producers and talk show hosts to love you--and to invite youback often.


• Be available. When former HUD Secretary Henry Cisneros was aSan Antonio City Councilman, he could always be found on shortnotice. When a guest canceled at the last minute, many a frantichost breathed easier when they saw Henry's beat up old Volkswagenpulling into the station lot just before airtime. No wonderCisneros later became one of the most popular mayors in SanAntonio history.

  

• Speak Your Mind. Radio hosts LOVE guests who have the courageto be controversial. "Dr. Laura" was originally scheduled to bea one-time guest on an LA radio station some years ago, butshe was so engaging and fearless, she gotinvited back again andagain. Of course, now she has her own syndicated show.

  

• Use Your Imagination--and the vast resources of the internet.Got a spaghetti dinner coming up at your church that you want toplug on the air? Are you wondering just how you give a spaghettidinner some radio "sex appeal?"

"Go to the internet," says veteran morning drive personalitySonny Melendrez. "Look up spaghetti. Talk about the history ofspaghetti on the air. Keep your tongue firmly planted in yourcheek, and make up whatever you want. Look up food jokes. Churchjokes. Put it to work for you in a fun way."

And don't worry, you'll get your chance to give importantdetails...date, time, place phone numbers, etc...

Do these things and you'll be amazed how often you're invitedback...and how often you start getting invitations from otherstations. Remember what Reggie Jackson said about "birds on awire." Keep that in mind, and you'll soar to new heights as apopular radio guest.