Talk radio interviews aren't what they used to be.

Back "in the day", hosts would invite guests into the studio for 30 minute or longer interviews. A talk radio guest could just knock off a couple of those interviews and sales would instantly hit 'turbo.'

Marsha Friedman, Managing Director of EMSI , a national pr firm says, "Sadly, those days are gone. Unless an author is a truly big name nowadays, the chances of hitting pay-dirt with just a couple of big radio interviews are history."

The reasons are two-fold.

The first element is that the number of talk radio shows with a guest format has dwindled over the years. Friedman adds, "Secondly, the amount of 'per-guest interview time' has shrunk." What is to blame for this? The researchers. The result of much research found that the shorter the segment, the more the audience will stay involved.

When it Comes to Talk Radio Publicity, Quantity Still Rules.

Think about it. Marsha Friedman says, "There are thousands of radio stations out there!many just 1,000 watts or so and without a big-name host. But that certainly doesn't mean you should thumb your nose at them."

Look at it this way. "Say a low wattage stations had an audience of 95 people. A utter waste of time, right?" adds Friedman. "But what if you could go to an auditorium and talk to 100 people about your book, would you go? Absolutely!"

See the quandary here? So decide not to pass up an interview, whether big or small. This is a fabulous way of creating a solid consumer base and awareness", adds Friedman

Get Your Feet Wet in the Small Markets Before Taking the Plunge With the Majors.

Marsha Friedman says, "I have found in my nearly 20 years in talk radio public relations that is takes generally 10-12 talk radio interviews before clients feel totally comfortable being interviewed in the air. So it's far better to make your first inevitable mistakes on a smaller stage than a bigger one, and that's where the little stations come in. The small stations give you a fantastic practice field when it comes to radio pr."

Also, doing lots of interviews gives you a fantastic on-air experience. You'll be able to crystallize your thoughts on your product better!get your presentation down to a few succinct words!sound like a pro instead of a floundering amateur.

There are many mistakes made by "rookie" talk radio guests such as not mentioning your product or website enough, or being too salesy. It's also a mistake to mention these too often and upset the host, who will let you know that the show is not an infomercial.

Marsha Friedman says, "If you have a overly technical subject, try to avoid being too dense. When first-time guests make these mistake (and they will), it is best if huge audiences don't hear their error."

Sure, there can be pitfalls with smaller stations. It is important to get yourself ready because sometimes you will run into unprofessional situations. So make sure that you reconfirm your interview a couple of times before you are due to appear on-air.

And, nothing can save you from the 500 watt or 1,000 watt radio station in Peoria that's hosted by a kid right out of broadcast school, so be ready for what an unprofessional host will throw at you. Hosts on the smaller talk radio stations may not do as much research as the big national hosts. So you may have to walk them through the major points of your topic.

Marsha Friedman says, "When it comes to these situations, your approach should be as if you have met the person for the first time and you need to explain what your topic is to this stranger. If the hosts aren't as prepared as they should be, you still need to be on your toes. Very bright people listen to some very small radio stations; so don't ever talk down to your audience."

The point: small stations can get your sales going while getting you ready to hit the big time!

Marsha Friedman has been a leading authority on public relations for nearly two decades as CEO of Event Management Services, Inc (EMSI). If you would like to receive her free Ebook "How to Be a Great Talk Radio Guest" visit http://www.emsincorporated.com.