Category: Media & Communications

Being a guest on a TV talk show or radio program is a great way for entrepreneurs to build credibility as an expert in an industry. However, it’s not as easy as many experts make it look, especially those who are well seasoned in how to interview with the television media.

Generally, this is how it works: An expert like an online entrepreneur, influencer, or possibly a non-fiction book author hires a publicist and then that publicist may succeed in booking a coveted TV interview for their client to promote their brand, product, or service. 

What most entrepreneurs and experts don’t understand is getting booked on a TV interview is just the first step and what happens next determines if they gain the credibility they’re looking to achieve with an engaging on-camera interview or dismantle it all together if they are not prepared.

According to Marianne Schwab, a former national network TV talk show producer and author of The Insider’s Guide to Media Training, many publicists will only help a client prepare with very basic media training. She emphasizes “Some publicists do an amazing job of prepping their clients for an interview but so many do not and drop the ball. When I was working on Live daily talk shows, I’d work directly with expert guests to develop the interview segment into our show’s version of infotainment. Guests only have about four-to-five minutes to nail their topic or demo and my job was on the line if each segment wasn’t the best it could be or if a guest was a flop.”

Media coaching, also known as media training, is a valuable service that is available and essential for experts who are just starting out to get booked as guests on talk shows. Depending on the coach, they not only help clients maximize the time they have for the interview by dialing in a targeted yet engaging message, but they also prepare them to look confident on-camera. Here are three key things to know about media coaching before a scheduled TV talk show interview:

1. Experts Make Interviewing Look Easy. The biggest secret TV viewers may not know is that even the most experienced on-camera experts prepare and rehearse for every single TV interview. Marianne says, “Think of it this way, professional baseball players don’t show up for the World Series like they’re there for batting practice.  They spend thousands of hours preparing for the big game under the guidance of their coach. TV interviews work the same way – you don’t just show up and wait for the questions to be thrown at you when you can prepare responses in advance.”

2. Avoid Looking Like Bambi in Headlights. Media coaching is essential to learn the skills of mastering the message and time constraints of a TV interview, handling nerves, and according to Marianne, “You only have one chance to get it right when it comes to a talk show appearance and that’s where media coaching comes in. Knowing what to say when you get a curve ball question so that you have a response and not a reaction is key to an on-camera delivery with poise and polish.” 

​3. Skipping Media Coaching is a Recipe for an On-Camera Disaster. As a producer, Marianne Schwab’s number one goal is to make sure that when her clients get in front of the camera that they look and do their best. “Every expert that I’ve ever worked with for TV appearances invests time in preparing for each and every interview so that when the red light on the studio camera goes on, they look like they’re making it up on the spot, but what most people don’t know is that they spent hours making it look effortless. Even if you’re experienced with social media videos, do not skip media coaching. If you do, you’re gambling with your reputation since you could derail your credibility and all you’ve worked so hard for when landing a TV interview,” she concludes.

Marianne Schwab has worked as a talk show producer in New York and Los Angeles and is currently the Executive Producer of CMP Media Cafe. She works with professionals, high level entrepreneurs, and non-fiction book authors to help them fast track their success in becoming a recognized expert in the media. Through personalized media coaching and guidance, she helps clients navigate the intricate world of media appearances. She shares broadcast public relations tips on Instagram and has created an online training that shares her insider secrets to promoting a business on TV talk shows with details for the types of experts producers love to book as guests.

In today’s competitive market, non-fiction authors face the tremendous challenge of standing out and establishing their credibility to draw attention to their book. Building a media presence is essential, but it’s not just about selling books; it’s about becoming a trusted voice in their niche. Local TV talk show interviews can significantly improve an author’s profile, leading to more opportunities in speaking engagements, additional media appearances or collaborations, and even securing national media interviews over time.

Based on her insider knowledge as a former national TV talk show producer, Marianne Schwab knows what producers look for in a guest. She also coaches authors on how to create a compelling message and interview on talk shows with confidence. She says there are four key ways that authors can build credibility as leading experts and take their careers to the next level, especially when they understand how to leverage local media appearances.

1. Establishing Credibility and Authority. Appearing on local TV talk shows instantly boosts an author’s credibility that can set them apart from other experts and authors. Marianne emphasizes, “When viewers see you on TV, they perceive you as an authority in your field. When I was a producer on the inside of talk shows, I wanted to book an expert who had great problem solving tips. I’d scroll through their table of contents to pick out of the best bits, like two or three problems that the author solves as a professional and refers to in the book, and those solutions would become the focus of the segment.”

2. Enhanced Speaking Opportunities. Being featured in the media can open doors to new speaking engagements since event organizers often look for speakers who have that experience. TV talk show appearances demonstrate that an author can not only deliver valuable content, but it is also an impressive credential to promote to potential attendees to get them to purchase admission to the event.

3. Increased Book Sales. Media exposure can definitely increase book sales but the appearance alone needs to be leveraged with other media to maximize impact. “When you’re seen as an expert on TV, viewers are definitely more inclined to purchase your book for further insights and this visibility can drive additional sales,” says Marianne. “However, the author should never rely on the broadcast alone. They need to obtain a digital clip of the interview and embed it strategically on their website, book funnel pages, and social media platforms so that everyone in their audience can see the interview. I work with clients to design an interview framework that is compact, positions them as a leading expert, builds trust in their expertise with problem solving tips, and impacts viewers in a way they’ll want to work with them or buy their book. They can also take their best soundbites from the interview and create shorts, reels, or ads so that one TV interview can actually generate over 20 pieces of content to build interest and drive additional sales when leveraged in this way.” 

4. Networking and Collaboration. TV talk show interviews can lead to new networking opportunities and collaborations. By focusing on local talk shows, producers, hosts, and other guests can become valuable contacts that can lead to further media appearances and other career-boosting opportunities. When authors make a good impression, they can navigate the media landscape so they become sought-after on-air media contributors and reach new heights in their careers.

The exposure gained from local TV talk shows is one of the best ways for authors to position themselves as leading experts because the programs offer a significant platform to impact their audience in a memorable way. Marianne has worked with numerous non-fiction authors to help them become the go-to experts in their fields and explains, “Local talk shows are often overlooked as a starting point for media, but they hold immense power for authors. When I was producing for national shows, I wouldn’t even consider booking a guest unless they had the experience of interviewing on local talk shows first.”

Marianne Schwab has worked as a talk show producer in New York and Los Angeles and is currently the Executive Producer of CMP Media Cafe. She works with professionals, high level entrepreneurs, and non-fiction book authors to help them fast track their success in becoming a recognized expert in the media. Through personalized media coaching and guidance, she helps clients navigate the intricate world of media appearances. She shares broadcast public relations tips on Instagram and has created an online training that shares her insider secrets to promoting a business on TV talk shows with details for the types of experts producers love to book as guests.