Much is made these days about online publicity through blogs, social media, and podcasts, but most successful books still benefit from traditional media promotion. If you ask experts in book marketing services, they'll tell you TV and radio interviews still present meaningful opportunities – and most are repurposed online afterward. If you or your publicist lands you an interview, take preparation seriously. If you do, chances are you'll be giving your book publicity campaign a lift that can bring improved visibility and might spark sales. Much depends on whether you reach target readers. Beginning with radio interviews, since most occur by phone, use a landline. Service interruptions on mobile phones, even minor ones, can aggravate an audience and the interviewer. Once you're on the air, be conversations and refrain from the hard sell, such as over-mentioning your book or its title. It might sound like a modern cliché, but storytelling nearly always wins the day. You'll build rapport if you can draw in the audience with engaging and not overly long stories to make your point. Having your key messages in mind is wise, as is getting them across naturally as informal opportunities arise. When being interviewed on television, look at the host and don't stare into the camera. It also helps to have a prepared opening and closing comment to set the tone and summarize your comments. Both need to be natural and conversational so that viewers and listeners pay attention and don't tune out. In any interview, don't feel embarrassed if you don't know the answer to a question. Be forthright about it, and don't act uncomfortably. You can't know everything, and as long as you provide other useful or entertaining information that the audience appreciates, you'll do well in the long run. Because so much occurs online today, it's wise to give your website address. It's common for audience members to want to find out more, and visiting your site is a natural next step after the interview. If you are fielding questions from the audience, it's an excellent form to praise a question as exciting or well-timed occasionally. Throughout the conversation, try to speak slowly and clearly so that people can understand you easily. Mumbling or speaking too quickly can cause people to miss critical points. In the end, try your best to make the conversation enjoyable for the host and audience, and you'll do well.