Any advice for potential RTIR clients? Don’t be afraid to query and alter the copy they write. They work for you; you are paying them. Work with them and create the copy you think has a decent hook.
Don’t send copies of your book to small AM stations that want to give you 10 minutes on air. Many of them try it on (probably they sell them all on eBay later). Only send review copies to large FM syndicated stations who want to discuss the subject matter at length and maybe give you a long listener phone in.
Read the RTIR list of “shows to avoid”. If you find a new one, tell them. It will help others.
Always Google the host, the station and the location and read up on them before you go to air. Know the host’s style, listen to a previous interview maybe, know the listener demographic and tailor your interview correctly.
Accept phone-in shows willingly. The public will throw you softballs; they are not broadcasting professionals.
Don’t expect sound quality checks or much advance notice of the intended slant before air. Many small stations don’t even have researchers. You will be straight to air.
Some stations are so cheap that they ask you to call them! Yes, really!
Don’t be too eager to accept anything and everything if its not convenient. Cut your teeth on the small shows in order to shine on the big ones. Later you can pick and choose.
Think about your market. We sell a book for men on Russian women. It is pointless for me to be interviewed on housewife central low-watt AM in Idaho at 10am on Tuesday morning. The guys who will buy the Russian Bride Guide are all out working. New Jersey high-watt station on a Friday evening phone in? Yes please!