from AdvertisingAge:

So how do you get your brand on "Oprah"? It helps a whole lot if Oprah likes your brand or its ads. It helps more still if Oprah's producers like you. And it possibly helps even more if Oprah likes you or the person endorsing your brand.

Oh, and another, murkier point: Some PR people believe it may help to "do a sponsorship," as one put it.

Both Harpo and marketers, however, deny quid pro quos. And the successes of such smaller brands as Kitchen Aid and Dolly Parton indicate one need not pay to play on "Oprah."

Read the entire article:
http://adage.com/madisonandvine/article?article_id=127457