How one expert made a splash on CNN’S Paula Zahn Now, and the way you'll, too
Cosmetic surgeon, Dr. Robert Kotler’s NY-based publicist, made contact with the Paula Zahn Now program on CNN to schedule an appearance. Here’s what happened next.
1. map the segment with the producer
*I was mentioned one among the *bookers* who did a fast screening then put me in touch with an associate producer. Over several phone conversations, we figured out the topic matter of the 3-4 minute interview.*
NOTE: Once you’ve passed the *audition* with a booker you’re passed to an associate (or other less senior) producer. Often then first “audition” you want to be screened by producers at higher and better levels. If you’re chosen then you start to make a segment together.
2. Help the producer shape the segment
*The *backbone* of the spot was my recently published book, SECRETS OF A Beverly Hills plastic surgeon, The Expert’s Guide to Safe, Successful Surgery. The associate producer and that I had discussed what I concede to be the non-frivolous and important consumer problems with the book, like the way to select a properly trained surgeon and the way to be sure that the power during which the surgery is to be performed is correctly credentialed and hence safe. And even the difficulty of getting an anesthesia specialist within the patient’s service to assure comfort and safety. Those are the key gems for the consumer-reader-viewer.*
NOTE: Robert chooses important problems with concern to Zahn’s audience angling his ideas to suit her show. It’s up to you to suggest ideas that might make an excellent segment. hear the producer’s ideas and don’t be shy about gently suggesting alternatives. A pro-active guest who knows his material is prized. Be sensitive though to how attached the producer is to his idea and suggest yours accordingly.
3. Expect the Unexpected
*On the air, the main target of the segment was somewhat different than I had been causing expect. Paula Zahn, who is as smart, charming, and attractive off-camera as on, was a hospitable and interesting interviewer. However, as comfortable as I used to be made to be, the questioning by Paula got stuck on *which celebrities have had what done.* And, they put up photos of some selected celebs and asked me to discuss them–including ones I had not seen prior.*
NOTE: Always be prepared for the unexpected. this is often a frequent tactic of TV shows. If that they had told Robert before time what they were planning he might not have agreed to be their expert. Instead, they lead him to believe that they might specialize in what he considered important issues. To be fair to the show they'll have planned to hide what was discussed, but changed their mind at the eleventh hour. Or they'll not have had the time or didn’t feel it had been necessary to tell their guest of show changes.
Also, chat show hosts are experts at making you are feeling comfortable. It’s their job to assist you to be an honest guest (relaxed and credible)–as ones who are nervous don’t encounter well. A typical tactic is to place you comfortable then ask an unexpected question to urge a candid response–which often makes permanently television. Be ready. you'll be candid and still speak to YOUR talking points.
4. Prepare your answers and bridge to them
*While I even have had professional coaching on *guesting,* and understood the way to redirect the questions, I made a decision to only *go along* with the trail of questions Paula posed. I could see that this was getting to be a *light interview,* not news. Not that it had been distasteful or unpleasant, but, frankly, it seemed redundant and wasteful of audience time. I felt the general public deserves more significant information than yet one more review of Joan Rivers’ ultra–raised eyebrows or Michael Jackson’s nose remnant.
While I didn't expect a proper *book review* I felt the viewers would have appreciated knowing the way to avoid the bad surgical results that everybody is so conversant in.
As I might have told the viewers, *If presumably smart and wealthy people can have such bad facelift, how does the *average citizen* avoid it?* within the end, it had been not a very informative session–a bit fluffy–and I saw that as a chance lost. But, hey, while it says Cable NEWS (italics mine) Network on the door, it's still first and foremost entertainment. Show biz. So, always be cognizant of that, I just rolled with it and enjoyed myself.*
NOTE: The show wanted the sexy celebrity angle, but Robert could have bridged to the knowledge he thought was important with a phrase like *Mistakes can happen to anyone, including celebrities like Jackson. to stop these mishaps for yourself you can*…and then he could have delivered the key points he wanted to hide like the importance of an honest anesthesiologist.
5. Follow the host’s lead *and* make your points
*Yes, I could have diverted the conversation and tried to mention what I assumed needed to be said, but one has got to weigh the advantage of taking that path and possibly being disfavored by the program and hence not be welcomed back or simply going with the flow knowing that just *being there* and having the duvet of the book flashed on-screen is sort of satisfactory for my purposes of promoting the book.*
NOTE: you'll satisfy the host and yourself by balancing the knowledge with what the host wants and what you would like. If you transition gracefully by taking a couple of seconds to discuss their question then a couple of seconds to specialize in your point everyone is going to be satisfied.
6. Let the host and show promote your product
*Another unanticipated plus of appearing on the program was that in the whole day, the interview segment was promoted heavily and therefore the repetition of my name throughout the day was a bonus that can't be disregarded. I saw each hourly announcement as a *free advertisement.* I used to be happy.
Bottom line: Breathing or not breathing, dead or alive, being a guest on a nationally televised interview — no matter the standard of the interview–is worthwhile to any author or name. And, it's fun and a memorable experience for those folks from outside the media world. The producers liked the segment and, after all, it's their show.*
NOTE: Often times guests are overly promotional in an attempt to form the foremost of their on-air time. You won’t be invited back if you plug yourself or your product obviously. determine before time how your product is going to be positioned on the show. Let the host do the marketing. Your job is to offer great information about the merchandise, service, or cause that incites your audience to require action.
BEFORE the show, and at the time your booking is confirmed, ask that your website, 800#, etc. be displayed on the screen (this is named a chyron). Realize though, that some shows have policies to not do that. Ask also how your product are going to be positioned on the show. Always bring your product with you in the event they’ve lost the one you sent. this may ensure that your simple product will get the publicity that you want. Better yet, if you'll create interactive scenes that involve your product that is entertaining and witty you'll be a hero.
7. Enjoy the popularity and propose a replacement segment
*Finally, and doubtless, most significantly, my 87-year-old parents thought I *looked excellent on TV.* They liked my suit and tie selection. So, everyone was happy!*
NOTE: Make your parents proud. the type of exposure you receive on national shows is invaluable for credibility — together with your parents, competition, clients, and other national shows. And you'll increase your recognition by calling up other talk shows and suggesting a special angle of the subject you only covered. Also, while you’re in the studio propose another segment with a completely special approach. The time to pitch a segment is true then when most are proud of your appearance. attempt to get a committed date on the spot.
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