4. Obsessing Over the Big Hits
Maybe you really will get on Oprah. And maybe you'll win the lottery
and never have to work again. In either case, it's probably a good idea
to have some backup plan in place in case you don't beat out the 10
million or so other folks who harbor the same dreams.
It's fine to think big, but smart publicity seekers know that time
spent getting actual press coverage is a better investment than chasing
dreams. So go ahead and send that press kit to Oprah but, in the
meantime, work your butt off to get placement in weekly papers,
syndicates, e-zines, local radio and other less glamorous places. Scores
of successful businesses have been built on such "small" publicity. You
don't need Oprah or Newsweek or The Today Show. You need coverage -
anywhere and anyway you can get it. Dreamers dream. Publicists get
publicity.
5. Reading from a Script
It's pretty annoying to pick up the phone at dinner time only to
have some guy reading a script about how great vinyl siding is. Now
imagine how a journalist, who's busy working on deadline, feels about
"publicists" calling up to do the same thing again and again. If you're
planning to phone pitch a journalist, never read from a script or repeat
a rehearsed spiel. She's a human being, so talk to her that way. (And
always start your call with "Is this a good time to talk?". Never just
launch into your pitch.)
6. Using Outdated Media Lists
News flash: Look magazine is out of business. So too are about half
of the new magazines launched in the past decade, for that matter. Your
media list is the lifeblood of your publicity seeking efforts. Take the
time to keep it fresh and up to date, or you'll be wasting your time.
Invest in Bacon's media guide (www.bacons.com), visit websites of
publications that interest you, visit your local library or bookstore's
magazine rack. Do a little homework and you'll get a big edge.
7. Not Understanding Timing
A non-savvy publicity seeker would ask, "Why do a story about Christmas
publicity in June?" A smart publicity seeker understands completely.
It's all in the timing. If you're not thinking months ahead, then it's
probably too late. In early summer, you should be working on "back to
school" releases for newspapers and other short-leads (it's already too
late for long- lead magazines). Have something to offer for
Thanksgiving? Start planning now. Learn the lead times for various
publications, plan out a yearly schedule. Plan ahead. Plan ahead. Plan
ahead.
8. Not Being Accessible
If a journalist wants to use your release, he may call to get some more
information, get some clarification or even to see if you actually
exist. If he gets voice-mail (or a busy signal) and doesn't hear back
from you, you've probably blown it. On your releases and pitch letters,
include the most accessible phone number you have (your cell phone,
perhaps, if you're on the road a lot) and an e-mail address you check
throughout the day. If you miss a call from a journalist, or receive an
e-mail, get back to him immediately. Don't put it off -- he could be on
deadline and have calls in to your competitors.
9. Not Telling the Truth
There may be worse people to lie to than journalists -- detectives,
IRS agents, the guy who's administering your lie detector test -- but
not many. Think about it folks: these men and women are trained to
discover the truth. They know how to do research and how to talk to
others in your fields to determine whether or not you're being truthful.
So don't take any chances. Don't even think about inflating your sales
numbers, or making up a story, or pitching something that's mostly BS.
Not only will they figure it out, your attempts to bamboozle them may
even make it into the press.
10. Being Sloppy
Typos, bad printing, hideous press kit covers, poorly shot photos,
improperly formatted press releases... these are the signs of an
amateur. Amateurs don't get coverage. Before you send out anything,
proof it. Then proof it again. Then give it to someone else to proof.
Then proof it again.
Bill Stoller, the "Publicity Insider", has spent two
decades as one of America's top publicists. Now, through his website,
eZine and subscription newsletter, Free Publicity: The Newsletter for
PR-Hungry Businesses, he's sharing his secrets of scoring big publicity.
To subscribe, visit Bill's web site at
http://www.publicityInsider.com.
