In large-type, bulleted format, tell what your topic is and why it will be of interest to the audience. Be descriptive, not fancy.

Tell who you are and why you have the credentials to make these statements. List the two or three major points that will hold the attention of the audience. Tie your subject in with a major national news event, if appropriate. Be creative, but not frivolous. Do not include "confetti" just to get the recipient's attention. You want your audience to focus on your proposal by proving you know the audience, and you have an idea that will interest it.

Your proposal should always make a connection between your subject and what will interest the audience. Is yours a timely subject that sheds light on a late-breaking event? Is there any controversy or debate value in your topic? Is it a new story (or a new twist on an old story) that will convey something different to the viewers, readers or listeners? Describe why your book is unique, different from all the other ones written on the same topic (if that's the case).

The producer is responsible for creating a cohesive show, not just a series of guests. So, instead of pitching yourself as the perfect guest, send him or her your idea for a complete show revolving around your topic. This could focus on you, or it could involve a panel of guests made up of people you recommend.

Your proposal will be ineffective in breaking through the producer's preoccupation if your message is not clear. Do not bury your important words in cliches and rhetoric. Briefly state what you want to occur and why it is in the audience's best interest to hear what you have to say.

Now that you have the producer's attention, provide additional information in your media kit. Do not be shy about putting your best foot forward, and consider including these other elements in every package you send:

1) A brief autobiography describing your major accomplishments in your subject area. Be creative but don't reduce your credibility. Your resume should present you as the authority on the subject, one who will present accurate and believable information to the audience. Convince the decision-maker that:

* You are a recognized expert in the field and a credible source of information. List your credentials in the field. Establish a feeling of confidence in the producer that you are qualified to speak on your topic and can handle questions from the host and the audience competently and authoritatively.

* You are knowledgeable about issues important to the show's audience. Be specific in your remarks. Speak the jargon of the viewer or listener.

* You are intelligent, articulate, likable and, entertaining. It is difficult to demonstrate these qualities by talking about them. Quotations from producers attesting to your presentation skills will be more effective. Include a list of your previous media appearances and testimonials from producers and hosts. Use these to build your credibility as an informative, entertaining guest who has the best interests of the audience in mind.

2. A photo taken professionally, perhaps with a background suitable to your subject (in a kitchen for a cookbook). You may choose to have your photo printed on your letterhead to avoid the possibility of the photo becoming separated from the package. It is not necessary to include a photo in a package sent to a radio station.

Always write your name on the margin of your photo in case it is separated from your press kit. If you would like a professional-looking photo from your original, with your name (or caption) printed on the border, contact Jemtech Photo Service, 3700 Butler Street, Pittsburgh, PA 15201, (412) 621-0331, fax (412) 621-3058.

3. A fact sheet about your book or product with the price and any other information the audience will need to purchase it. List stores selling your book in the station's market area.

4. A list of questions the host can ask you. These questions should direct the conversation to topics you feel are important and address them in the order in which you want to discuss them. Although hosts do not want to be spoon-fed, they do not mind being guided. If you are concerned about the host's reaction to your list of questions, you could stress that the questions are meant to define background information or to explain jargon that is critical for the audience to understand the overall concept. No host could be offended with that approach. Your questions also demonstrate areas in which you are not prepared to talk.

5. A copy of your book or sample of your product. To minimize this expense, determine beforehand if the recipient needs a copy. Most will. It is not necessary to send new books to radio stations, so save your damaged books for them. If you are pitching a product, you may want to include a photograph instead of the item itself.

6. Copies of relevant reviews, testimonials and newspaper articles. Also, include a summary of your travel calendar, giving the producer a variety of dates from which to choose.

7. A demo tape containing segments of shows on which you have performed. A demo tape consists of examples of you performing on different shows. It could be a video of your television appearances and/or personal presentations. Or it could be an audio tape of various radio shows. When you appear on any show, ask for a copy to be made of it. Then have a professional production company edit various performances to one smooth-flowing tape, usually less than ten minutes in length.

Some producers may use your press kit, demo tape or EPK (electronic press kit) to help them make a decision. But, they all depend upon their intuition. Before you are booked on a major show, you will receive a telephone call from the producer for a pre-interview. He or she will ask you questions and listen carefully as you respond. Can you sustain a thought? Do you have examples to expand upon your theories? Are you articulate and relaxed? Do you have a sense of humor? Do you have energy? And how many times do you say the words, "in my book"? (hint--it shouldn't be too many!)

Taken from Brian Jud's book, Perpetual Promotion, one of two companion guides to his video, "You're On The Air." Author of seventeen titles, Brian is the host of the television show, "The Book Authority." He can be reached at P. O. Box 715, Avon, CT 06001-0715; (800) 562-4357; fax (860) 676-0759; BJud@marketingdirections.com