Given all the hullabaloo over the the more controversial radio talk show hosts, it's easy to overlook the fact that there are lots of local and regional talk shows whose presiders are interested simply in holding informative conversations with guests. Such shows are a great PR opportunity, especially for smaller businesses.
John Sternal's post on the Understanding Marketing blog, "How to Get On A Talk Radio Show," provides pointers on getting on talk shows and holding forth on them effectively.
Right off, Sternal advises to be mindful of news pegs and hooks. Timing matters. Here's an apt example:
"If there’s a major earthquake in Chile and you’re an architect that can talk about structural damage. Don’t waste another second. Start emailing major news radio show producers and making some phone calls. They’ll be waiting to book you. Timing in PR is all about jumping on the news of the hour, which is always a great way to get on a talk radio show."
It all comes down to knowing your field or business well and appreciating that others might be interested in what you do or what you can offer them. Talk show hosts have lots of air time to fill. If you mindful about what you can contribute to public enlightenment via the air waves and aren't shy about calling a radio station or two, you might easily find yourself book for an appearance behind a microphone.
Then you need to ensure that your knowledge is up-to-date, that you are authoritative in providing answers, and that you don't mind taking calls from listeners.
It's a good idea to identify in advance the talk shows that are within range of your business. Then you'll have a list ready when timely developments occur.