How one expert made a splash on CNN'S Paula Zahn Now, and
how you can, too
Cosmetic surgeon, Dr. Robert Kotler's New York based
publicist, made contact with the Paula Zahn Now program on CNN to schedule an
appearance. Here's what happened next.
1. Map out the segment with the producer
*I was referred to one of the
*bookers* who did a quick screening and then put me in contact with an
associate producer. Over several phone conversations, we worked out the subject
matter of the 3-4 minute interview.*
NOTE: Once you've passed the *audition* with a booker you're
passed to an associate (or other less senior) producer. Often after that first
"audition" you must be screened by producers at higher and higher
levels. If you're chosen then you begin to create a segment together.
2. Help the producer shape the segment
*The *backbone* of the spot was
my recently published book, SECRETS OF A BEVERLY HILLS COSMETIC SURGEON, The
Expert's Guide to Safe, Successful Surgery. The associate producer and I had
discussed what I consider to be the non-frivolous and important consumer issues
of the book, such as how to select a properly trained surgeon and how to be
certain that the facility in which the surgery is to be performed is properly
credentialed and hence safe. And even the issue of having an anesthesia
specialist in the patient's service to assure comfort and safety. Those are the
key gems for the consumer-reader-viewer.*
NOTE: Robert choose important issues of concern to Zahn's
audience angling his ideas to suit her show. It's up to you to suggest ideas
that would make a great segment. Listen to the producer's ideas and don't be
shy about gently suggesting alternatives. A pro-active guest who knows his
material is prized. Be sensitive though to how attached the producer is to his
idea and suggest yours accordingly.
3. Expect the Unexpected
*On the air, the focus of the
segment was somewhat different than I had been lead to expect. Paula Zahn, who
is as smart, charming, and attractive off camera as on, was a hospitable and
engaging interviewer. However, as comfortable as I was made to be, the
questioning by Paula got stuck on *which celebrities have had what done.* And,
they put up photos of some selected celebs and asked me to comment on
them--including ones I had not seen prior.*
NOTE: Always be prepared for the unexpected. This is a
frequent tactic of TV shows. If they had told Robert ahead of time what they
were planning he may not have agreed to be their expert. Instead they lead him
to believe that they would focus on what he considered important issues. To be
fair to the show they may have planned to cover what was discussed, but changed
their mind at the last minute. Or they may not have had time or didn't feel it
was necessary to inform their guest of show changes.
Also, talk show hosts are expert
at making you feel comfortable. It's their job to help you be a good guest
(relaxed and credible)--as ones who are nervous don't come across well. A
typical tactic is to put you at ease and then ask an unexpected question to get
a candid response--which often makes for good television. Be ready. You can be
candid and still speak to YOUR talking points.
4. Prepare your answers and bridge to them
*While I have had professional
coaching on *guesting,* and understood how to redirect the questions, I decided
to just *go along* with the trail of questions Paula posed. I could see that
this was going to be a *light interview,* not hard news. Not that it was
distasteful or unpleasant, but, frankly, it seemed redundant and wasteful of
audience time. I felt the public deserves more significant information than yet
another review of Joan Rivers' ultra--raised eyebrows or Michael Jackson's nose
remnant.
While I did not expect a formal
*book review* I felt the viewers would have appreciated knowing how to avoid
the bad surgical results that everyone is so familiar with.
As I would have told the viewers,
*If presumably smart and wealthy people can have such bad cosmetic surgery, how
does the *average citizen* avoid it?* In the end, it was not a particularly
informative session--a bit fluffy--and I saw that as an opportunity lost. But,
hey, while it says Cable NEWS (italics mine) Network on the door, it is still
first and foremost entertainment. Show biz. So, always be cognizant of that, I
just rolled with it and enjoyed myself.*
NOTE: The show wanted the sexy celebrity angle, but Robert
could have bridged to the information he thought was important with a phrase
such as *Mistakes can happen to anyone, including celebrities like Michael
Jackson. To prevent these mishaps for yourself you can*...and then he could
have delivered the key points he wanted to cover such as the importance of a
good anesthesiologist.
5. Follow the host's lead *and* make your points
*Yes, I could have diverted the
conversation and tried to say what I thought needed to be said, but one has to
weigh the benefit of taking that path and possibly being disfavored by the
program and hence not be welcomed back or just going with the flow knowing that
just *being there* and having the cover of the book flashed on screen is quite
satisfactory for my purposes of promoting the book.*
NOTE: You can satisfy the host and yourself by balancing the
information with what the host wants and what you want. If you transition
gracefully by taking a few seconds to comment on their question and then a few
seconds to focus on your point everyone will be satisfied.
6. Let the host and show promote your product
*Another unanticipated plus of
appearing on the program was that during the entire day, the interview segment
was promoted heavily and the repetition of my name throughout the day was a
bonus that cannot be disregarded. I saw each hourly announcement as a *free
advertisement.* I was happy.
Bottom line: Breathing or not
breathing, dead or alive, being a guest on a nationally televised interview --
regardless of the quality of the interview--is worthwhile to any author or
public figure. And, it is fun and a memorable experience for those of us from outside
the media world. The producers liked the segment and, after all, it is their
show.*
NOTE: Often times guests are overly promotional in an effort
to make the most of their on-air time. You won't be invited back if you plug
yourself or your product obviously. Find out ahead of time how your product
will be positioned on the show. Let the host do the promoting. Your job is to
give great information about the product, service or cause that incites your
audience to take action.
BEFORE the show, and at the time your booking is confirmed,
ask that your website, 800# etc. be displayed on the screen (this is called a
chyron). Realize though, that some shows have policies not to do this. Ask also
how your product will be positioned on the show. Always bring your product with
you in the event they've lost the one you sent. This will insure that your
product will get the publicity that you want. Better yet, if you can create
interactive scenes that involve your product that are entertaining and witty
you will be a hero.
7. Enjoy the recognition and propose a new segment
*Finally, and probably most importantly, my 87 year old
parents thought I *looked very good on TV.* They liked my suit and tie
selection. So, everyone was happy!*
NOTE: Make your parents proud. The kind of exposure you
receive on national shows is invaluable for credibility -- with your parents,
competition, clients, and other national shows. And you can increase your
recognition by calling up other talk shows and suggesting a different angle of
the topic you just covered. Also, while you're in studio propose another
segment with a totally new angle. The time to pitch a segment is right then
when everyone is happy with your appearance. Try and get a committed date on
the spot.
Readbud.com
