American University
Brandywine Building
Washington, DC 20016-8082
202/885-3892
http://www.wamu.org
WAMU is Washington, DC's oldest public radio station, and "Public Interest" is one of its most venerable talk radio offerings. The show, hosted by Kojo Nnamdi, a native of
Guyana, airs weekdays from noon until 2 p.m. ET, with the second hour distributed to 34 markets via NPR stations nationwide. "'Public Interest' holds fast to the mission of public
radio," according to Managing Producer Diane Vogel: "To have discussions not being had elsewhere."
The show's 350,000 listeners are slightly younger and more evenly split along the gender line than the typical public radio audience, and they're looking for an intelligent,
diverse discussion of the news -- before it becomes the news. In fact, Vogel's top priority is to address the issues you won't catch on the "Today" show or the front page of the
morning paper. "If you call us unique or different, or you disagree with our point of view, we're pleased with that."
Content/Contacts
The show covers a wide variety of topics -- as long as they meet that "not yet news" criterion. "We like to discover unappreciated talent," Vogel says, "anyone from a folk
singer to a scientist to a businessman."
Vogel and her team try to stay at least six weeks ahead of the headlines. "One of our biggest joys is when we can tell you about something that's happening and two months
later, it explodes." Long story short: she doesn't want to interview J.K. Rowling -- save it for Oprah.
Most pitches should come through Vogel since she will end up approving anything sent to other producers. Call her at 202/885-3892 or email at [email protected], but don't put her on an email distribution list. "Anyone who puts me on a list is committing the first sin in my book." She
prefers not to receive faxes.
Pitch Tips
Vogel is open to receiving pitches by email, phone or snail mail. If you're pitching an author, send a copy of the book -- "We never make a decision unless we have the book in
our hands." And don't pitch personalities unless you're sure they'll be available to speak live in the DC studio -- Vogel and her team rarely agree to phoners.
Also, be aware of what other radio appearances your expert has made -- if he or she has recently made the rounds of programs like "Diane Rehm" or "Talk of the Nation," "Public
Interest" likely won't be interested.
Finally, Vogel says, offer some information on the expert outside the specific topic you're pitching -- for example, it's always a plus to hear an anecdote that demonstrates he
or she will make a compelling radio guest. "If you can pitch the person in a way that shows the person is a good conversationalist, that's great," she says.
Comments
"Be respectful of the time and energy of the producers," Vogel says. That broad mandate includes everything from getting to your point quickly -- whether on the phone or in an
email pitch -- to knowing the content of the show. "The worst thing you can do for your credibility is to offer completely inappropriate guests or to call while the show's on the
air," Vogel says. Vogel and other producers are distracted while the show is on air, so avoid calling between noon and 2 p.m.
Vogel is also suspicious of PR pros who "cry wolf." When she hears from a communicator once a month with a thoughtful pitch, she knows that person is pitching valuable
information.
In the Pipeline
The show works about three weeks in advance and wants to highlight "the things that are not in the news, but should be," Vogel reiterates. That could be anything from regional
conflicts to scientific research in its preliminary stages. Vogel advises PR pros to have different angles for their pitches in mind in case she's recently covered a similar
topic: for example, she was recently pitched a revisionist historian touring for his new book, but the more interesting pitch was a conversation between that historian and another
on how we rewrite history.
While Vogel has fairly high standards for the pitches she receives, she credits the PR community with about 30 percent of the fodder for the show.