Publicity Tips from the Pros
By Cathy Stucker
If you want to know the best way to approach the
media, get advice directly from the source: the editors, producers
and journalists who choose the stories that get publicity. Here
are some of the best tips I’ve gotten from media representatives
about getting your story in the news.
Be familiar with the show or publication. Your
pitch should be about how your story will work for them. Don't
do a general pitch ("A story about dog training.") but
suggest the segment the story would be right for, or what makes
it right for them.
Don't take "no" personally. It may be
that they have just done a similar story, or they can't fit it
in, or it just isn't right for them. If you speak with someone,
ask if they can suggest another show or publication where the
story might work.
If at first you don't succeed, pitch again. But
wait at least a month or two, and come back with a different angle
(not exactly the same idea that got turned down).
Many now prefer e-mail pitches to fax. E-mail
can be reviewed quickly, and can be easily forwarded to several
others in the newsroom. Faxes often pile up unread, but e-mail
gets looked at.
Keep your e-mail short and to the point. DON'T
send any attachments, as they will be deleted unopened (if they
get through at all), but you can include a link to your web site
or online media kit.
Online media kits are an effective way for the
media to get more information about you. When you send a press
release (by mail, fax or e-mail) include a link to your online
media kit.
The online media kit can include your bio, photos,
articles written by or about you, the topics you can comment on,
a list of suggested questions (with or without the answers), product
fact sheets, and anything else that explains more about you, your
products and services, and your topics.
When you e-mail, make your subject line enticing.
Using "Hi!" or something else that looks like spam will
get it deleted without being read. Start with QUERY: or PITCH:
then give a short, punchy headline.
One national TV show producer said that you didn't
need to send tape with your initial (mail) pitch, but another
said if you mailed a pitch with no video you wouldn't be considered.
In either case, you will need a video of other TV appearances
before you get on a national show, so be on the safe side and
send it.
Local media are always looking for local experts
to interview on a variety of topics. Send them your bio and credentials
and they will keep you on file for the next time they need an
expert in your field. Even better, send one or more Rolodex(tm)
cards with your topics and contact information.
If your story isn’t right for them at this
time, they may save your press release and contact you in the
future. Don’t be surprised if you get a phone call weeks
or months after you sent your pitch.
Journalists are busy people, and they get hundreds
or thousands of press releases and pitches every week. Make your
story interesting and make it easy for them to work with you,
and you will have an edge.
Copyright Cathy Stucker. Learn more about how you
can attract customers and make yourself famous with free publicity at
http://www.IdeaLady.com/pr.htm
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