How do authors get on radio shows and podcasts?
Hosts and producers need guests who can speak clearly about something their listeners care about. A publicist’s job is to show them, quickly, why this author is that guest. C.S. Lewis & Co. does this with a continual stream of pithy, original, and timely pitches, aligned with breaking news as it happens, often the same day.
The firm’s FAQ describes the daily rhythm: scheduling radio interviews, following up on press materials, and emailing fresh pitches in response to news that happened just moments ago. Radio and podcasts reward that speed, because producers book guests close to air.
Why one podcast interview reaches more than its listeners
A post on the C.S. Lewis & Co. blog makes a point many authors miss: a podcast appearance is not only the interview. It also introduces the author to the host, other guests, and the listeners, each a new relationship.
The host
Often a connector who can recommend the author to other shows.
Other guests
Peers in the same field who may invite collaboration.
The listeners
Readers who heard the author explain the book in their own voice.
How a radio and podcast push is run
Step 1: Focus the message
Agree on the two or three ideas from the book that every interview should land.
Step 2: Match shows to the topic
Choose regional and national radio and podcasts whose audiences fit the book.
Step 3: Pitch with a news hook
Tie the author to stories in the news so the booking feels timely.
Step 4: Prepare the author
Media coaching, offered through professionals the firm works with closely, builds on-air confidence.
Step 5: Extend each appearance
Share the episode and follow the relationships it opens.
What clients say about radio results
“Cathy worked diligently and brought great ideas to promote our book From Smart to Wise, and has been able to generate a good amount of buzz in both radio and online publishing media.”
Radio often leads to television. Read about television publicity for authors, or return to the book publicity services guide.
Common questions
Does book publicity include podcasts?
Yes, podcasts are a regular part of modern campaigns. C.S. Lewis & Co. vice president David Lewis helps authors focus their messaging and build their brand through frequent interviews on podcasts, radio, and television. The firm’s blog also notes that podcast appearances introduce authors to hosts, other guests, and listeners well beyond the interview itself.
See this answer in the full FAQHow do publicists tie a book to breaking news?
They watch the news cycle and pitch the author as an expert source as soon as a relevant story breaks. C.S. Lewis & Co. aligns pitches with breaking news as it happens, often the same day, because being the first publicist to respond to a hot-button event can secure an on-the-spot interview or appearance.
See this answer in the full FAQWhat if I am nervous about TV or radio interviews?
You have options. C.S. Lewis & Co. builds campaigns around each author’s strengths, so a campaign can lean on formats where you feel confident. Its media coaching service, delivered with professionals it works with closely, teaches authors how to look and feel confident on television, on radio, and before live audiences.
See this answer in the full FAQWhat does a book publicist actually do all day?
A book publicist pitches story ideas to editors, producers, journalists, and bloggers, then follows up to turn interest into interviews and coverage. At C.S. Lewis & Co., that work includes creating a media kit, sending books and kits to key contacts, writing timely pitches tied to breaking news, and scheduling radio, television, print, and online appearances.
See this answer in the full FAQHow will I know what my publicist is doing?
Ask for regular updates and a results summary. Client Mark Pastin wrote that Cathy Lewis “keeps you up to date as opportunities emerge and gives you a monthly summary of results.” Bestseller Publishing also suggests asking any firm for milestones with dates at 30, 60, and 90 days so you can hold it accountable.
See this answer in the full FAQHave a book launching soon?
C.S. Lewis & Co. Publicists builds customized print, radio, television, and internet campaigns for authors and publishers. Share your book, your publication date, and your goals.
Contact C.S. Lewis & Co. Publicists