Getting a guest spot on a TV talk show is a powerful opportunity for experts, authors, and entrepreneurs to reach new audiences and enhance credibility. But the road to a successful interview has potential pitfalls. Marianne Schwab, a former network TV talk show producer, shares her insights on common missteps that can derail these media moments. Here are the top five mistakes to avoid:
1. Choosing the Wrong Publicist. Hiring a publicist can fast-track getting on TV, but not all publicists have the right contacts or expertise in broadcast media. Schwab advises, “You want to work with someone specializing in broadcast PR who has solid media connections with producers. Look at their record—have they successfully booked clients on talk shows?” Schwab emphasizes that connections are key, “Producers trust professionals they know, so look for publicists with proven talk show relationships.”
2. Neglecting the Media Hook. A media hook is essential. It’s the reason producers decide whether an expert is worth featuring. According to Schwab, the media hook needs to resonate with the audience and capture attention. “Producers think about how they’ll promote the segment on TV or title it on their website to draw viewers or clicks,” she explains. For example, Schwab once worked with a Canine Caterer who had written a dog cookbook, including tips on toxic foods to avoid. They crafted the hook as “Toxic Mistakes Dog Owners Make.” Hooks like this naturally lend themselves to phrases like “Coming up next…” that producers and audiences love.
3. Skimping on Preparation. Even seasoned YouTube or Facebook Live personalities find live TV intimidating, and preparation is crucial. Schwab, who has prepared clients for hundreds of interviews, warns, “Just showing up and answering questions is a recipe for disaster. You wouldn’t go to the World Series and treat it like batting practice. To hit a home run, you need to fine-tune your message for maximum impact in the limited time you have.” Schwab estimates that proper preparation takes between five and ten hours to get comfortable, confident, and on-message.
4. Expecting National Exposure Right Away. While some authors or experts assume their bestseller status guarantees a national interview, Schwab clarifies that producers want proven guests who’ve mastered smaller stages first. “As a producer, my job was on the line if I booked a bad guest. I wanted guests who’d done local talk shows first—these shows are the training ground for bigger opportunities.” Local affiliates are invaluable for building credibility and refining on-camera skills before national exposure for entrepreneurs.
5. Treating Talk Show Spots as Marketing. One of the biggest misconceptions is thinking a talk show appearance is a direct marketing or advertising opportunity. Schwab underscores that talk shows are about publicity, not hard selling. “No amount of advertising can offer the credibility that a guest appearance can. In an interview, you’re perceived as an expert, which elevates you to an authority,” she says. “While marketing says you’re good, PR lets others say it for you.” Entrepreneurs often seek immediate ROI, but successful media exposure isn’t measured like a marketing campaign. Instead, it offers an invaluable “know, like, and trust” factor that can ultimately influence purchasing decisions.
Marianne Schwab has over 25 years of experience as a producer in New York and Los Angeles and currently serves as Executive Producer of CMP Media Cafe. She helps clients create compelling hooks and angles for TV talk show and media interviews, provides media insights on Instagram and works with entrepreneurs to get them talk show appearances as expert guests.
In short, appearing on TV requires more than simply showing up; it’s about knowing the nuances that drive media success. With the right approach and preparation, entrepreneurs can turn TV talk show appearances into powerful opportunities that significantly boost their credibility and authority.
