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

In the 'golden days,' the hosts of major-market talk radio shows used to bring guests into the studio for long chats. A talk radio guest could just knock off a couple of those interviews and sales would instantly hit 'turbo.'

Marsha Friedman, CEO of EMSI , a national public relations 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 main question is: why? There are two reasons for this.

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. Researchers found that listeners are more likely to stay tuned if there are three 10-minute guests on a show instead of just one 30 minute guest.

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. "If a 1000-watt radio station had, say, only 100 listeners, you'd probably think it wasn't worth the trouble, right?" adds Friedman. "But what if you could go to an auditorium and talk to 100 people about your book, would you go? Of course you would."

See the contradiction here? "I would suggest that you go on every talk radio show that you can, no matter what the size is! You'll be building lots of selling momentum!and something else, too", add Friedman.

Practice in the 'Minors' Before You Step Up to the 'Majors."

Marsha Friedman says, "It takes approximately 10 to 12 radio interviews before most clients are comfortable behind the microphone. It is a much wiser decision to cut your teeth on the small stations so that when you get the opportunity to appear on a huge national show you are comfortable enough to really take advantage of the terrific promotional opportunity. 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. What is meant by practice is that you will be able to gather your thoughts, your pitch and interview style and sound like a pro in no time.

There are many mistakes made by "rookie" talk radio guests such as not mentioning your product or website enough, or being too salesy. It is a huge mistake to undersell and/or oversell!so avoid that at all costs!

Marsha Friedman says, "If you have a overly technical subject, try to avoid being too dense. But if you are going out to smaller stations initially, you won't have a national audience hearing your mistakes."

Of course there could be problems using the smaller stations. Be prepared to run into some hosts who are unprofessional, and make sure you confirm an interview at least twice before you're scheduled to be on the 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 always be prepared to educate the host on every single aspect of your topic.

Marsha Friedman says, "Prepare for these interviews as though you have just met someone on the street for the first time and you're telling them about your book. If the hosts aren't as prepared as they should be, you still need to be on your toes. But remember; don't talk down to the audience of a small radio station. You may be offending some very intelligent people without even knowing. Win over your audience, no matter what the size of the station!"

The bottom-line here is that small-station interviews not only can generate sales, they can prepare you for 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.