PR 365...How to Get Booked on Oprah
I have been a publicist for half my life. Over the course of 20 years, I've worked with talk show hosts, actors, actresses, authors, products, TV shows, movies, specials, awards telecasts - you name the item and at one point in my life, I've probably publicized it or thought of ways someone could be maximizing their exposure for that brand. But the one that more often than not has gotten away from me is the mother of all PR bookings...Oprah.
You see, nearly every client, actor, TV show I've worked with, believed they should be on Oprah. In fact, haven't you heard that line before "You should be on Oprah"? Well I have one thing to say - the more you say you should be on Oprah, you'll start getting a whole lot of N'Oprah. Want to know why? It's simple. Getting on Oprah should never be forced. Getting on Oprah happens because the producers search for people who have yet to be discovered, pluck them out of obscurity and BAM! their lives are instantly changed. Getting on Oprah happens because the show pursues stories that interest the host - from great books to amazing charities, to individuals who have experienced tragedy and lived to tell about it. And of course, there are the celebrities. Back when I secured a booking on Oprah (the cast of "Everybody Loves Raymond"), that was by far one of the toughest projects I had ever worked on. The producers at Oprah are like major league baseball players. They are at the top of their game and expect the best from all of their guests (and the publicists who represent them).
A few years later, I did get a near miss with a client who spent an hour in a pre-interview with a producer and we thought we were thisclose to making it and then in a flash, they decided to go in a different direction - the poor guy got a big 'ol N'Oprah and to this day, while he's appeared on dozens of national TV shows, the divine Ms. O has yet to extend an invitation.
On the flip side, I had a conversation the other day with a wonderful author and community activist who has appeared on Oprah twice. Not just once...TWICE!!! Both times, she didn't pitch herself to the show...they found her. Both times, she had incredible stories to tell. And both times, she got the chance to spend an unbelievable hour with Oprah and did a fantastic job. She was the perfect Oprah guest. A diamond who they discovered and landed a seat next to one of the most dynamic conversationalists of our time.
So I bet you're thinking - if I think I should be on Oprah and you're telling me I'll never get there...then what do I do to at least try to get them to discover me? Here's my advice. Keep doing what you're doing - stay true to yourself, to your passions and to your goals. If you are craving exposure - mine your own backyard first - glowing stories about incredible people usually start with their hometown paper, the local TV affiliate or at events where they may play an important role. Don't shout from the rooftops - "Hey, Oprah - I'm doing amazing things - come discover me." Instead, keep doing amazing things, be fulfilled that you're doing great things and one day, you may actually wind up on that comfy sofa reveling in one of the most surreal moments of your life.
For more established writers and authors, if you've managed to secure a book deal with a major publisher and have the funds to retain a PR firm that regularly deals with the show, then you are in a different league. My advice to authors published by traditional houses who have the money to spend on media outreach should invest in a firm with a track record in booking guests on Oprah on a regular basis. Trust me, there are people who continually get their clients on the show. And it's not because they are getting any favors from the producers - it's because their clients belong there.
Trust me when I tell you this - it is perfectly fine to get a whole lotta N'Oprah. Figure out who you want to be, live your life and follow your dreams. And maybe one day, when you least expect it, Oprah may discover you. Until then, pull up a chair and join the N'Oprah club.
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