Public Relations Tips: January 2007

1. Get to know reporters. Offer yourself as someone they can call on for background, commentary and story ideas. Call and ask, "How can I help you?"

2. Start your own TV show on your local cable TV company's public access channel. Air time is free. You pay a minimal amount to rent the camera equipment.

3. Look for photo opportunities. Call the media with ideas, or submit your own good-quality photos and slides, and make them available electronically.

4. Give free classes and demonstrations through adult ed programs, at schools and colleges, or at your own business.

5. Participate in online discussion groups and offer lots of helpful advice. Use a signature file in your e-mail that explains what you do and how you can help solve people's problems. Link to your web site.
For more great free publicity tips see Special Report 30 "Briefs, Fillers & Quizzes: The Shortest, Easiest Articles You'll Ever Write"

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Write, post, and do, these are some great ways to market yourself and your business and get the publicity you need and want. So start out right.
Post E-zines at Your Web Site

If you publish an e-zine, post it at your web site. If you can afford it, add a function that allows visitors to search your e-zines by topic.

Pro Bono Work

Do pro bono work in your community. Choosing the right high-profile groups can put you in touch with high-level decision-makers who might hire you to do consulting projects for them.

White Papers

Write a White Paper that focuses on a topic related to your consulting work. Include new insights. Load it with statistics. Make it comprehensive or perhaps controversial. Be objective. Interview industry leaders about the topic and include them in the report.

Write a Book

A book can help your credibility skyrocket, even if it is self-published. Three excellent web sites for self-publishers are the Small Publishers Association of North America at http://www.span.org, book marketing guru John Kremer's site at http://www.bookmarket.com and Dan Poynter's site at http://parapublishing.com. All three have excellent free e-zines you should subscribe to if you are considering writing a book.

For more great publicity and marketing tips see Special Report #23 "Profitable Publicity Tips to Jump-Start Your Consulting Business"

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Tip sheets are a great way to get publicity, and give the general public a little something too, the following are some tip sheet suggestions:
 If you write articles for your web site, you can create a tip sheet using tips from a particular article. Then at the end of the tips sheet, reference the article and give your URL. This draws traffic to your site.

 Include contact information prominently on the tip sheet.

 At the bottom of the tip sheet, you might include a short note to editors offering yourself as a source for stories about topics on which you are an expert.

 If your tip sheet is printed in a major publication, you can make reprints. Lift the title of the magazine from the top of the cover and put that at the top of your reprint. Call the publication first and ask for permission.

For more great tip sheet suggestions see Special Report # 16 "How to Write Tip Sheets That Catch the Media's Attention"

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Tags: news, media, reporter, publicity, build_image, celebrity_image, name, name_fame, website, website_publicity

It's expected that every celebrity should have an interesting web site. You don't have to spend a fortune for it. But the site should convey your celebrity appeal, or at least give the impression that you're a celebrity. Here are ways to do that:

 If you're on the speaking circuit, offer a place where visitors can review your "speaking tour," complete with names of groups you are speaking to, the topic, dates, and contact information.
 Post articles written by and about you.
 Include an attractive photo of yourself on your home page. Don't make visitors hunt for it.
 Use testimonials from clients, customers, audiences that have loved your speeches, readers who adore your books, or anyone else who can speak to your expertise.
For more tips on building a classy website, and other ways of creating a celebrity image see Special Report #11 "Secrets for Building Your Celebrity Image"

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If you have interesting ideas that can get your company some free publicity, use them. But, use them right, know who to and where to pitch your ideas. For example, pitch to.

Local newspapers. Find out which reporter covers your industry. Then call the reporter, introduce yourself and invite the reporter for coffee or for a tour at your company. It's often helpful to tell the reporter you are not necessarily expecting a story. You simply want to let the media know about the innovative training programs or recruitment strategies your company is using. Also keep your eyes open for reporters who are covering the labor shortage.

Columnists. Newspaper and magazine columnists, who must produce regularly, are always on the prowl for interesting ideas. Yet they are frequently overlooked. Target business columnists, particularly those who cover workplace issues.

Trade journals. Call or e-mail the editors at trade journals that cover your industry and suggest an idea.

Newsletters: Find out which newsletters are read by people who you want to apply for jobs at your company. Then send articles about your training programs, work environment, recruitment and retention strategies and other related topics to the editor. Be sure to include contact information so job-hunters know how to reach you.

For more great resources on where to pitch your great ideas, and tips on how to pitch it right, see Special Report #3 "How to Use Free Publicity to Attract and Keep Valuable Employees"

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If the damage is done, don't think all is lost, there is still something you can do. Let's just say that, the story appears in the newspaper and it's wrong. Or one-sided against you. Or downright unfair. So what do you do?

Call the reporter and ask for a correction. Yes, you run the risk of making the reporter mad. But if you don't correct the error, it might be repeated again when a new reporter takes over the beat, uses old stories for background and picks up erroneous information to include in the new story. Ask the reporter to read the correction back to you before it is printed. If you're satisfied with the correction, drop the matter. If not, consider writing a letter to the editor or a longer opinion column (usually 500-700 words) explaining your dissatisfaction with the story and stating your case in your own words. If you are writing a column, submit your photo to go along with it. An idiosyncrasy of reporters and editors is that it is often difficult to talk them into running a correction, but it is far less difficult to talk them into running a long opinion column or letter to the editor. If you are going to respond in writing, do it immediately. E-mail or fax your letter or column to the editor or the editorial page editor.
If you want to learn more tips about how to handle damage control with any print or broadcast medium see Special Report #1 "Damage Control: How to Keep the Media from Making a Mess of Your Story."

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The more you can customize your pitch, the greater your chances of getting coverage. If you are the public information officer for a community college, for example, and your story idea is about a new gourmet
cooking program at your school, you can pitch your idea to education reporters as well as food writers. But the pitch might look a little different for each. For the food writer, you might also offer recipes.

If you are sending a pitch to more than one media outlet, never put your entire media distribution list in the "to" field. Otherwise, reporters know the idea isn't being pitched to them exclusively. Better to simply send it to each reporter individually.

Anytime you can address the journalist by name at the beginning of your pitch and also mention their media outlet by name or call letters, you increase your chances for coverage. I'm a big believer in addressing them by their first names, simply because it will differentiate you from most other PR people who prefer last names for a more formal greeting. If you met the journalist awhile ago, or spoke on the phone, or had another personal contact, you can mention that in the pitch because it might help them remember you. Or you can mention that you are familiar with articles they write on such-and-such a topic, and you think your idea would be a good fit.

To learn more about what not to do versus what to do with your email pitch see Special Report #26 How to Make Your Story Pitch Stand Out in the E-mail Jungle

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It's a good idea to write your pitch, practice it and make sure it's less than 30 seconds. If it isn't, edit unnecessary words. Use shorter sentences.

When you call, don't read it word for word or it will sound like a speech, although it's a good idea to use notes. When I worked as an editor, I received many calls from PR people who had canned pitches, and it was obvious they were reading them word for word. After calling 30 newspapers in a row, they grew weary, bored and sounded about as interested and compelling as those annoying telemarketers.

Have a pencil and paper close by so you can write down any instructions from the reporter.

Make absolutely sure you aren't calling on deadline. If you don't know when reporters are on deadline, call the city desk and ask. Also ask for suggestions for the best time to call.

If you're calling a television news department, ask for the assignment editor. Never ask for the producer, who is busy doing more important things than talking to callers.

For more great tips for pitching your idea over the phone see Special Report #25 "How to Pitch Reporters Over the Phone and Make Every Second Count"

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You can turn negative things to positive with contests, you just have to be creative. For example, you can use a clever contest as a great way to correct an error.
An author even used a contest to get herself out of a sticky situation. Mystery author Cecelia Tishy discovered that a full line of text from her new novel had been omitted from her printed books. She and her publisher didn't want to tuck a correction sheet into the book. Instead, they reasoned, since the book is a mystery, they invited readers to solve the mystery of the missing line. Dowling Press offered a $500 prize to the reader who found and provided the best missing line.
For more great ideas on how you can use contests creatively see Special Report #18, "Clever Contests That Will Tempt Reporters to Call"

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Tips for More Hits:

1. Ask friends and associates what keywords they would use if doing a search for your web site. Then use the top 10 or 15 words at the top of the Web page, in META tag format.

2. Include your address and phone number on your home page. Some search engines kick out Web sites that don't include this.

3. Submit your pages to Yahoo at http://www.yahoo.com/docs/info/include.html. This is actually a directory, not a search engine. Make sure your listing doesn't exceed the number of characters allowed, or it will be edited.

4. Use multiple domain names. If you sell marketing services, you might consider the following: YourBusiness.com, Marketing4You.com and Marketing-Services.net.

5. Add many links to your site. This will give you a higher ranking in the search engines.
For more great tips to get your website more traffic and hits see Special Report #17, "63 Powerful Ways to Promote Your Web Site to Draw Traffic and Boost Sales"

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If you'd like to create a tip sheet, here are suggestions to help you along:

 Limit the tips to one page.

 Keep tips brief and use a punchy writing style.

 Consider using alliteration in headlines. Example: "Six Secrets for Safer Skiing"

 Use numbers in headlines whenever possible. There's something psychological and enticing about numbers.

 Begin sentences with a verb. The first sentence of each tip should explain "what." The second sentence should explain "how" or "why."

 Do not use tip sheets as blatant promotional tools. If you work in the public relations department at Ohio State University, for example, you wouldn't write a tip sheet called "Nine Reasons to Send Your Child to Ohio State University." The tips must provide value. A better tip sheet would be "8 Questions to Ask When Shopping for a University."
For more tips on how to write your tip sheets see Special Report # 16 "How to Write Tip Sheets That Catch the Media's Attention"

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For instant credibility, get published everywhere you can. That means writing letters to the editor of your weekly newspaper. How-to articles for trade publications read by your customers. Advice articles for national magazines. Commentary pieces for the Wall Street Journal. White Papers (see below) that you mail to decision-makers who can hire you. One of the advantages of being published is the long shelf life of printed material. Another is that with a little editing here and there, you can recycle your articles over and over again for even more publicity.

So what if you can't write? Hire freelancers. A good freelancer can interview you over the telephone or in person. Then using your ideas and terminology, the writer can produce interesting, compelling articles under your name. If you can afford the time, learn to write these articles yourself. The more you write, the easier it gets.

For more tips and ways to build your celebrity image see Special Report #11 "Secrets for Building Your Celebrity Image

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Strutting your stuff is not a bad thing, it attracts the right people, and helps you retain employees. Here are a few tips on what you can do to promote the good your company has to offer:
 Publicize alluring perks, such as telecommuting, the casual work environment and "cafeteria" benefit plans.

 Promote innovative employee training programs.

 Discuss ways the company helps employees meet family needs.

 Explain how the company takes care of employees. SAS Institute, a software company in Cary, North Carolina, staffs a health center.

 Publicize non-traditional corporate practices. Badger Electronics in Racine, Wis., literally opens its books and shares profitability figures-and profits-with employees.

 Let the media know about offbeat recruiting strategies, like advertising on the back of grocery store cash register receipts and sending corporate recruiters to Florida during spring break.

 Post all that great publicity at your web site so it can be seen by job-hunters.

 Have stories written about you professionally framed. Hang them in your lobby and in the room where job applicants are interviewed.

 Reprint favorable articles, and be sure all job applicants who you interview are given copies.
For more tips on what you can do to promote the good your company has to offer see Special Report #3 "How to Use Free Publicity to Attract and Keep Valuable Employees"

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Ever worried about interviews because the reporter might have an attitude with you? What would you do if the reporter who came to interview you clearly has a bad attitude, an agenda, or is belligerent and argumentative? Say, you're 10 minutes into the interview and fear that stopping it will make the reporter angry. But you suspect the story will turn out disastrous if you proceed.

If you sense you are in trouble, politely stop the interview and explain why. Ask the reporter the name of the person to whom he or she reports. Then call that editor and explain what happened. Don't ask the editor not to print the information you gave the reporter because that's like dangling raw meat in front of a hungry dog. Simply explain that you feel you were not treated fairly. There's a chance the reporter will not write a story if the interview lasted only 10 minutes. If the reporter's editor gives you the brush-off, find out the name of that editor's direct superior and go all the way to the top (the publisher) if you have to. Newspapers are much more sensitive to these types of complaints now than ever before.
If you want to learn more tips about how to handle an argumentative reporter and their questions, see Special Report #1 "Damage Control: How to Keep the Media from Making a Mess of Your Story."

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When you email a pitch letter to a reporter or editor, it is essential that you do it right, the following are a few tips on what to do:

Offer Expert Sources

If you've lined up expert sources who can be interviewed for the story, say so and mention them by name, particularly if they are in high positions and are usually inaccessible for interviews, or difficult to reach.

Use a Signature File

Go to the "Help" menu in your e-mail program and do a search for "signature" or "signature file." You will learn how to create a standard signature that is automatically tacked onto the end of every e-mail message you send. The signature should include your company name, address, phone and fax numbers, cellphone numbers and a hotlink to your company's web site. If reporters are interested in your pitch, this information will make it easier for them to track you down. They can also go directly to your website.

Do They Want More Stuff?

If reporters are interested in your release and want more information from your company or on that particular topic, make it easy for them to receive it. Provide a link to your web site where they can sign up for news releases. If you archive your news releases and offer reporters the chance to search by topic, let them know at the site that they have the ability to do that.

To learn more about what not to do versus what to do with your email pitch see Special Report #26 How to Make Your Story Pitch Stand Out in the E-mail Jungle

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When the Reporter Asks for Something in Writing

This is a good sign, because it shows that they are interested. Write your pitch letter so that it sounds a lot like your "30-Second Pitch." The key difference with a letter is that you can elaborate a little more and add enticing details about the story. If your story has been printed in a non-competing publication, it's OK to include a copy of the article. Also be sure to remind your media contact that you are following up on a recent phone call and supplying information "as you requested." Media people get so many phone calls that It's difficult for them to remember who they talked to an hour ago.

When the Reporter is Interested, But Not in Your First Idea

"Assignment Desk, Bill Jenkins speaking."

"Good morning, Bill. This is Maria Ricardo calling to suggest a story idea. Is this a good time to talk?"

"Sure, go ahead."

Continue reading "When They Want More or Something Else" »

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The tip sheet's most valuable use is when working with the media because editors are always on the lookout for free advice they can offer to their readers. Often, you can get much more space for free than you could afford to buy. And if the media use your tips, it's as though the media outlet is giving you its stamp of approval. That makes you credible.

When I worked as a newspaper editor, we sometimes used tips boxes to accompany stories if we had more space on the page than the reporter's story would fill. But reporters who were racing to complete a story on deadline seldom had time to do additional research to find tips. It's like that at many other media outlets.

You can also use tip sheets to catch an editor's attention. For example, if someone is starting a new business that matches people with disabilities with companies that need employees, the business owner might include with the pitch letter a tip sheet called "8 Ways to Make Your Workplace Comfortable for Employees with Disabilities."

For more great tip sheets advice and great ideas for using the tips you have to offer, see Special Report # 16 "How to Write Tip Sheets That Catch the Media's Attention"

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Turn Articles into Tip Sheets

A tip sheet is nothing more than a list of 8 to 15 helpful tips that explain how to help people solve a problem, save money, live healthier, be safer, or have more fun.

The headline can be much the same headline used in a how-to article. After the headline, you can write a one- or two-sentence introduction, or you can simply list the tips. This is not a blatant self-promotion but, rather, a helpful list that helps establish you as an expert in a particular topic.

How to Use Tip Sheets

Include them in your media kit.
Post them at your web site.
When you appear on a radio talk show, offer them free to listeners who fax you their letterhead with the words "Tip Sheet."
For more great ideas on how to use tip sheets, and recycle your publicity see Special Report # 13 "How to Recycle Your Publicity (for Serious Publicity Hounds Only)"

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When you give the press a story, or get interviewed, you may be asked for a photograph, and you want to make sure you have a great one on hand.
Here are things to keep in mind before you are photographed.
Hair:
 Wear your usual hairstyle. Don't try anything new.
 Make sure your hair is styled the way you want it before you arrive at the studio.
 Have hair cut one to two weeks before your photo session.
 Examine hair carefully after each clothing change.
Avoid "five o'clock shadow." If you have a dark or heavy beard, schedule an early morning portrait appointment or make time to shave just prior to your session. Even several hours' growth can be evident in a photograph and cannot be removed by retouching.
Glasses:
 If you wear glasses, borrow a set of blank frames without the lenses from your eye doctor. This will eliminate reflection and distortion problems.
Clothing:
 Select colors for your clothing that look best on you. Colors must complement your skin tone.
 Avoid high-neck clothing that obscures your neck.
 Avoid sleeveless clothing.
 It's risky to wear prints that draw attention away from your face. When in doubt, be safe with solids.
Makeup:
 Pay special attention to your eyes. That's what people see first.
 Eye shadow adds depth. Avoid iridescent colors. Stick to neutral.
 A dark tan will make your face look oily.
 Blush will give your face more contour and adds color to your skin.
 Powder reduces sheen and helps eliminate shiny foreheads and noses.
To learn more about media kits, photos, and getting awesome free publicity see Special Report #8, "Media Kits on a Shoestring: How to Create Them Without Spending a Bundle"

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If the vast majority of letters on a particular topic seem to all take the same position, your letter will stand out and have a greater chance of being printed if it takes the opposing viewpoint.
Don't ask editors to print your letter anonymously. Most newspapers won't, so you'll be wasting your time. And it defeats the purpose of free publicity.
Don't write a letter for the sole purpose of publicly humiliating a company you do not like. These are seldom printed. If you have a consumer gripe about a particular company, call a reporter and suggest it as a story idea.
Don't write a letter that exceeds the length limit or you will make editors spend valuable time cutting it. The "Letters to the Editor" page will usually include guidelines for writers. Follow them.
To learn more on how to and how not to get noticed when writing letters to the editor see Special Report #4 "How to Write Crisp, Compelling Letters to the Editor to Promote Your Product, Service or Favorite Issue"

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Buying paid ads to find employees is expensive, particularly if you advertise regularly in the "Help Wanted" sections of daily newspapers and trade publications.

A story about the merits of working at your company, written by a reporter at a reputable publication, is more credible than the checklist of great reasons that you usually include in your classified ads. Besides, after awhile, those checklists all sound alike. In today's tight labor market, "pleasant working conditions" just doesn't cut it anymore.

Many graduating college seniors looking for jobs regularly read trade publications for leads on places to work. Pitch a story idea that puts you in a great light in one of the trades.

Publicity is contagious. Once someone writes a story about you, it's amazing how many other media pick up on it. That's because the media monitor each other's stories. A trade publication that comes across a story written about you in a metropolitan newspaper might be tempted to do its own story. Likewise, a local TV reporter who reads about you in a local business magazine might want to call you for an interview. Once your publicity campaign starts rolling, it builds and builds, sort of like a snowball rolling downhill.

It makes you look good to current employees who may be more likely to stay. It's one thing to tell the troops about why you're such a great employer. It's another thing for them to read about it the local newspaper or their trade magazines.

For more information on how to get free publicity and make it contagious see Special Report #3 "How to Use Free Publicity to Attract and Keep Valuable Employees"

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Reporters ask questions, that is their job, but sometimes that can be a problem. You might be wondering:
Will the reporter ask the most important questions?
Sometimes. But if not, you might pass up the chance to make your key points unless you're prepared.
Damage control: Before the interview, write down the three or four most important points you want to get across. If the reporter doesn't ask questions that lead to those responses, weave the topics into the interview. If you must, take your cheat sheet with you so you can refer to it during the interview.
What if the reporter asks a question I don't want to answer?
The question may be relevant to the story, but either you are unprepared for it, or you don't want to answer it.
Damage control: You can use a technique called "bridging" and bridge from the reporter's question to the answer you really want to give. Examples:
"That's a good question, but we find that people really want to know whether."
"Actually, that relates to a more important concern."
"I'm glad you asked that question because it focuses on a significant issue facing all of us.
Never let the reporter control the entire interview. But use the bridging technique sparingly, or you'll sound like you're running for office.
If you want to learn more tips about how to handle the media and their questions, see Special Report #1 "Damage Control: How to Keep the Media from Making a Mess of Your Story."

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Reporters and editors with whom I have a close association are used to seeing "Story Idea for You" or "Column Idea for You" in the subject line. They know my ideas are usually right on the mark, so I don't have to worry that they'll bypass the message. Not so if I'm pitching to someone who doesn't know me. That's all the more reason the subject line must be eye-catching and compelling.
In the subject line, do not use:
 "Press release"
 "Media release"
 "Information for you"
 "A story idea"
 The name of your agency
Consider catchy words and phrases that explain a little what the story is about, like the following:
 "9 job-hunting tips" when pitching an idea for a how-to article on job-hunting.
 "A CEO & His Red Corvette" when pitching a profile story of your CEO who rides around town in his red Corvette
 "Small Business Survival Tactics" when pitching a new book for small business owners
To learn more about what not to do versus what to do with your email pitch see Special Report #26 How to Make Your Story Pitch Stand Out in the E-mail Jungle

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After a phone conversation pitching your idea there are some things to do. When the Reporter Likes Your Idea:

Ask if they are looking for ideas for photos. Reporters will be impressed that you thought of this, because most news sources don't.

Be willing to offer the reporter names and contact information for other sources they can call for the story, and don't act offended that you won't be the only one feature in the article. Some publications, such as city business journals, for example, want multiple source stories. Providing other sources means the reporter won't have to go on a fishing expedition to find them, and you will be viewed as a valuable source.

Ask if the reporter needs anything else and the preferred method of delivery.

For more great advice on what to do after you speak to a reporter on the phone see Special Report #25 "How to Pitch Reporters Over the Phone and Make Every Second Count"

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Editors love tip sheets because they're ready-made lists that require no extra work on the part of the reporter. Publications can simply reprint them verbatim. TV stations love them because they provide content for the short bulleted lists that are flashed on the screen and often accompany stories. Sometimes even editorial writers use the sheets as fodder for their editorials.

A tip sheet is a simple list of from six to a dozen tips that tell people how to do something-usually how to solve a particular problem. Examples:

 "7 Ways to Stay out of Jail When Doing Your Own Tax Return"
 "9 Ways to Ward Off Winter Colds"
 "11 Mistakes You Don't Want to Make When Hiring Your Children"
 "Tips for Winterproofing Your Home"
For more great advice on writing tip sheets, and why they are important, see Special Report # 16 "How to Write Tip Sheets That Catch the Media's Attention"

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Recycling publicity is like rolling a snowball downhill and watching it get bigger and bigger.
Here is a great way you can recycle publicity:
Recycle at Your Web Site
 Post timely news releases.
 Post articles that have been written by and about you in other publications.
 Include a list of all media appearances. Reporters sometimes visit a person's web site to learn more about them before committing to write a story. If they see that you have been featured in many media, that will give you instant credibility.
If you have an outstanding web site, send an e-mail to publications like USA Today that "review" websites and ask them to take a look.

For more great recycling ideas see Special Report # 13 "How to Recycle Your Publicity (for Serious Publicity Hounds Only)"

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To get a quality image you want to be sure to know what the technical requirements are for your electronic photos.
Technical Requirements for Electronic Photos

Some publications will accept publicity photos in electronic form, but you must make sure your shots are in a format they can use. Determine that by asking these questions:

Will the standard format of 300 dots per inch (dpi), 11 inches (either length or width), in a jpeg file saved at quality level 9 meet your needs?

Do you need color or black and white?

What density, in dots per inch, do you need?

What size do you need, in inches?

Do you have any other format requirements?

Is it OK to email the photo to you in a compressed file? Files containing digital photos are large. Don't email them to journalists unless you have their permission. Large files can jam email systems, and some media outlets automatically refuse to accept them. Let the journalist know how large the file is when you're asking permission.

"A 300 dpi, 11 inch photo saved at quality level 9 will be about 50k in file size, and thus can be emailed. The same photo saved at 12 is about 1.5M - too big to be emailed," says Andrew J. Carothers, President of The Carothers Group in San Rafael, CA. "In addition to emailing them, you can send photos to journalists on CD-ROMS."
Another delivery channel is to post photos on your Web site - and let journalists know about them in press releases and media kits.
For great tips and advice on how to make the your electronic images and photos meet requirements and look their best, see David R. Yale's report "How To Get Free Publicity For Your Products"

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There are all kinds of great ideas for capturing the media's attention, even if your company won't be exhibiting at a trade show, or if you're simply attending your industry convention.
Visit the Media Room at the trade show or convention and introduce yourself to reporters, but don't take up a lot of their time. Be able to explain in 15 seconds or less who you are, what you do and how you can help them.

If access to the Media Room is limited only to working media displaying credentials, there's nothing wrong with lurking outside the Media Room and stopping a reporter or editor who you want to get to know better. The same good manners apply in person as over the telephone. That is, the first words out of your mouth should be, "Hi Jack. Is this a good time to introduce myself?" If it isn't, the reporter will tell you.

Another alternative is to simply e-mail reporters and editors who you know are at the show. Chances are good they are checking their e-mail several times daily anyway. And if they prefer to communicate by e-mail, you just might catch their attention.
For more great tips for great trade show publicity see Special Report #24 "How to Create Media Publicity at Trade Shows and Conferences"

Posted by Rachael at 11:09 PM | Permalink | Comments (0) | TrackBacks (0)

When you create a media kit you have a lot of options for things to put in it. The following are some examples of great options for your personal media kit:
 Fact sheet. This differs from the narrative history of your organization because it a simple list of facts such as the number of employees, service provided, products sold, etc. Companies with unusual products or services might even include a list of "fun facts" or an explanation of unusual ways customers have used them.

 Product sample. If you have an inexpensive product sample that's small enough to fit inside the folder, include it. If the product is too big for the folder, and it's something the media might like to test or compare with similar products, invite them to contact your company for a sample.

 Product brochures. You can mix and match these, depending on who is receiving your media kit. There's no need to cram all 13 brochures into one folder.

 Frequently asked questions. Compile a list of the most frequent questions people ask about you or your organization, and answer them in Q & A format.

 A product catalog and price list. Be sure the price list is updated. Prices are one area in which you don't want errors.
To learn more great tips and options for your media kit see Special Report #8, "Media Kits on a Shoestring: How to Create Them Without Spending a Bundle"

Posted by Rachael at 04:57 PM | Permalink | Comments (0) | TrackBacks (0)

It is essential to make the most of your post event publicity opportunities, so how are you going to keep the media interested in an event after it's over?

 If it's a major fund-raiser and you raised far more money than you had hoped, provide a bar chart showing the difference between this year's proceeds and those of past years.
 Keep in mind photo opportunities. If the proceeds are going toward the purchase of new hospital equipment, perhaps your newspaper might want to photograph someone using the new equipment when it arrives.

For more ideas and tips about how to best get post event publicity, see Special Report #10 "Powerful Publicity Tips for Your Fund-Raiser or Special Event"

Posted by Dan at 09:45 AM | Permalink | Comments (0) | TrackBacks (0)

Get free publicity by getting others to talk on your behalf. Don't try to rally support for your cause by encouraging your friends and neighbors to write letters on the same topic you have chosen. Editors despise organized letter-writing campaigns. The only thing they hate even more is when someone writes a letter to the editor, makes 20 photocopies, and gives them to 20 people to sign and mail to the newspaper.

A much better alternative is to circulate a list of "talking points" and facts that people can discuss if they choose to write a letter about a particular topic. If you're working on a committee to pass a bond issue for a new school addition, for example, consider distributing a list of facts and figures on how the addition would benefit the school district. Encourage supporters to use those statistics in their letters but to state their opinions in their own words.
To learn more on how to get other talking on your behalf and writing letters to the editor see Special Report #4 "How to Write Crisp, Compelling Letters to the Editor to Promote Your Product, Service or Favorite Issue"

Posted by Rachael at 07:46 AM | Permalink | Comments (0) | TrackBacks (0)

How can you use search engines with your media kits? Definitely search engine optimize them. One of the things we do is, in the address itself we have key words that are important, that draws a lot of people there. We also have all the normal things you would do. We submit the press kit to the 150 relevant search engines or whatever That draws a lot of people and a lot of good, potential clients. In fact, we have our press kits link through to the person's regular website.

A lot of times we will have our clients tell us, "I got this many click-throughs to my consumer website from the press kit." So we know that the people reached it via a search engine. The easiest way to contact us is on the web. It's www.talion.com, and we have all of the pricing. Everything is right there, up front. It's all ala carte, so people just pick and choose what they feel makes sense to them. We also have some extensive free reports on the site. One of them is called "Top 10 Publicity Blunders," and it's just fun stuff.

For more information on search engines and other tips on how to create and use electronic media kits, read "Electronic Media Kits: How to Create Them, Deliver Them, and See Instant Results."

Posted by Dan at 07:56 AM | Permalink | Comments (0) | TrackBacks (0)

You can get publicity with honey, better than you can with vinegar.
It was the week before Christmas in 1996, when the media were hungry for stories. When the local NBC News affiliate in Milwaukee heard that a local ad agency had surprised all 55 employees just days before at the annual Christmas party with an all-expenses-paid trip to Disney World, the assignment editor jumped at the chance to cover the story. Within hours, camera crews were filming happy employees who explained how excited they were to be going to the Magic Kingdom.

The story was several minutes long on the 6 o'clock news that evening. It also made the front page of the Milwaukee Journal Sentinel on Christmas Day.

The result? "We were swamped with job applications from people who saw and read the news stories," said the company president, who found himself in an enviable position because of the tight labor market in Milwaukee and most of the rest of the nation.

Your company doesn't have to give away 55 free trips to Disney World to get that kind of coverage. You can, however, start a proactive campaign to strut your organization's best stuff such as working conditions, job opportunities, perks, the fun environment and even interesting co-workers-reasons why people would want to work there or why employees stay. Then develop a publicity campaign around it.

For more information on how to use free publicity to attract great employees see Special Report #3 "How to Use Free Publicity to Attract and Keep Valuable Employees"

Posted by Rachael at 05:37 PM | Permalink | Comments (0) | TrackBacks (0)

What's the best time to begin publicizing an event? I think you should start publicizing an event as soon as you know that it's going to occur. As long as you have all of the pertinent information, the major details-for example, the date and the time and the location and the purpose of the event. This might even be a year out or 10 months out, and this can be done with just a short little news release. After that, you can keep sending news releases about things such as the names of any committee chairs that you have chosen, any major sponsors you've lined up for the event, any special entertainers or speakers that you've booked, any new things that will be featured this year, and things like that. Don't try to cram all of this information into one release.

You can send a series of news releases, say every several weeks, that concentrate on a different aspect of your event. And keep sending these news releases as long as there's something newsworthy to report. . For events, ask yourself this question, "Would people who are coming to the event want to know about this information?" If there's a doubt in your mind as to whether or not they'd want to know about it, go ahead and send the release anyway because the media outlet is going to make a decision as to whether or not to run the release, and you stand a better chance of getting these releases printed at lower-level publications like weeklies and some of the special niche-oriented publications.

For more great information and tips on how to create media buzz for your event, read "How to Create Media Buzz When Promoting Your Special Event."

Posted by Dan at 01:07 PM | Permalink | Comments (0) | TrackBacks (0)

Misspelled names. Wrong facts. Inaccurate quotes. Don't let it happen to you.

Will they misspell my name?
You interview with a reporter by phone or in person and want to be sure your name is spelled correctly.
Damage control: Reporters usually double-check this. If they don't, remind them. Spell out your name phonetically-S as in Sam, T as in Thomas.Also, give the reporter your business card, a media kit, or printed materials that include your name-anything the reporter can refer to later.
Will the facts be accurate?
You interview with a reporter and want to make sure the facts of the story are accurate.
Damage control: Do not ask the reporter if you can read the story before it is printed. No reputable publication will agree to that. Instead, ask the reporter to "fact check" the story after it is written but before it is printed. The reporter simply calls you on the telephone and checks pertinent facts in the story. Some-but not all-reporters will agree to this because it gives them a chance to correct errors before they occur. It also helps them avoid having to print a correction the day after the story appears. Provide a media kit that includes a fact sheet with the most important facts about your organization.
Will the reporter misquote me?
Will I be quoted out of context? Or will the reporter quote me in such a way so that I sound uninformed or stupid, or will the quote be so garbled that it's just plain wrong? This is every news source's greatest fear.
Damage control: During the interview, talk slowly and in short sentences so the reporter can record your quotes accurately. Ask the reporter to repeat the quote back to you word for word. If there is time, ask the reporter to call you and read back your quotes after the story is edited but before it is printed. Some-but not all-reporters will agree to do this. Understand, however, that if you don't like the sound of what you actually said, or you regret having said it, you don't have the right to change it.
If you want to learn more tips, or for more information, on and about how to ensure the media doesn't mess up your story, see Special Report #1 "Damage Control: How to Keep the Media from Making a Mess of Your Story."

Posted by Rachael at 06:30 AM | Permalink | Comments (0) | TrackBacks (0)

Gone are the days when you'd call a reporter, leave a voicemail message, and pray you got a callback. These days, more reporters than ever are relying on e-mail pitches to review story ideas.

That's because e-mail is fast and efficient. Reporters can communicate with you by sending you a message at 11 p.m. while you're fast asleep. They can tell you "no" without having to talk to you. They don't have to spend valuable time listening to sources babble on the telephone. And they can jump to a web site for more information before deciding if they want to pursue an idea further.

Pitching by e-mail is sometimes more difficult than sending a pitch letter by snail-mail or calling a reporter on the telephone because with more and more e-mail being sent these days, yours needs to stand out from the rest. Yet your chances of getting a response are better than a reporter returning your telephone call, or calling you after getting a pitch letter.

For great advice and tips on how you can get your email pitch working for you, see Special Report #26 How to Make Your Story Pitch Stand Out in the E-mail Jungle

Posted by Rachael at 05:56 PM | Permalink | Comments (0) | TrackBacks (0)

You've got a terrific story idea. You've researched the magazine you're pitching to, and you know that the reporter doesn't mind story pitches over the phone.

You dial her number and wait patiently for her to answer. When you hear her voice, you suddenly freeze up. You've rehearsed what you'll say at least a dozen times, but she sounds busy and angry. So you start babbling.

"What exactly do you want?" she asks brusquely. Suddenly, you realize you've blown it. Another opportunity lost forever.

Pitching reporters over the telephone is one of the most difficult tasks in media relations. That's because the reporter on the other end of the line can be easily distracted by others in the newsroom, might be working on deadline, or just doesn't want to talk you. You make the problem worse when you call unprepared, don't have notes in front of you and try to pitch "off the cuff," then get rattled when you hear a response you aren't expecting.

For a roadmap on how to do it right, and to learn the best way to start is to assume that you will have no more than 30 seconds to explain who you are, why you are calling, and to convince the reporter that your story idea is worth pursuing, see Special Report #25 "How to Pitch Reporters Over the Phone and Make Every Second Count"

Posted by Rachael at 06:49 AM | Permalink | Comments (0) | TrackBacks (0)

Making reprints is a great way to keep the publicity ball rolling when you get an article published. How to Use Reprints

 Use them to train and educate your employees, or your clients.
 Include them in your handouts if you are presenting at conferences and seminars.
 Place them at your booth at trade shows.
 Include them with proposals you are submitting to potential clients and customers.
 Make them available in your lobby or store.
 Use them in direct mail campaigns.
 Mail them to clients in case they missed the original article.
 Have it framed and hang it in your lobby, or where there's a lot of traffic.
 Post reprints on a bulletin board in your company cafeteria.
For more useful reprint information see Special Report # 13 "How to Recycle Your Publicity (for Serious Publicity Hounds Only)"

Posted by Rachael at 07:13 AM | Permalink | Comments (0) | TrackBacks (0)