Massage & Bodywork

November/December 2013

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As massage therapists and bodywork professionals, we have a lot of valuable information to share. One way to share it, and expand your reach in the process, is with radio. It helps you build credibility, sell books and products, and attract more business to your practice. You might be thinking, "Radio? With computers and technology the way they are today, who listens to the radio?" But, not only is terrestrial radio still surviving and thriving, Internet radio has become increasingly popular. To date, I've been on more than 150 radio shows. For some, I've gone to a traditional studio in my hometown, for others I call in to a radio station in another city, but many I've done over the phone on an online radio show. Through these shows, I've shared my knowledge about health with a broad and receptive audience, positioned myself as an expert, sold books and DVDs, and found new massage clients. Michael Cervin—a former radio host, a freelance writer, and author of four travel books—says, "The viability of radio is that it has strong local and regional appeal. The listener easily becomes more engaged by the passion of the guest, something that's difficult to do in the print medium. Radio is often overlooked by PR firms, but [it] possesses a strong and loyal base." Radio still has a huge impact, and, in most cases, the shows are archived online for future worldwide listening. Blogtalk radio (www.blogtalkradio.com), one of the largest online radio networks, has tens of thousands of different shows and millions of listeners. Some shows are very professional, with a large audience, and others feature two people sitting in a basement talking to 12 followers. The advantage and disadvantage of online radio is that anyone can have a show and be a host, so you need to do your research to see what you are getting into. You can also use online radio to host your own show, if that's of interest to you. TUNE IN So, you'd like to be on the radio. How do you find shows to be on? Start with the Internet. Make sure you look at your local radio stations' websites; often they have a list of shows and hosts. There are also email services that alert you to hosts or networks looking for guests. One of the most popular is called HARO (www.helpareporter.com), a free service that connects media outlets with experts on particular subjects. Many of the listings won't apply to you, but occasionally a gem shows up. I've gotten some great radio and print publicity through this service. Another great service is Radio Guest List (www.radioguestlist.com), which provides daily listings of shows looking for guests. You can also pay to sign up as a featured guest and have your profile included on the site and in emails to show hosts, though I don't recommend using the paid feature unless you have radio experience and something big to offer. Smaller markets will have greater opportunities for you when it comes to radio, so research all your options. MAKE THE PITCH You've found a show you want to pitch. What do you say? The key is to respond as closely as possible to what the show is asking for. HARO, for one, will discontinue your subscription if people complain you are doing off-topic pitches. Give enough detail to show you are the right person for the job and outline what you bring to the show. Here's an example of my general radio pitch, which I change and augment as needed for different shows: My name is Dr. Kathy Gruver, host of the TV series The Alternative Medicine Cabinet, and I inspire and challenge people to take control of their health. I offer alternatives to Western medicine, prescriptions, www.abmp.com. See what benefits await you. 77

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