Get the Media Attention You Deserve: No More Waiting to See Your Name in Ink

by Kristin Marquet

Publicity is more credible than advertising because it isn't paid for directly by the company or person, while advertising space is.  Public Relations specialists can't control the size of a write up as much as advertisers can.

When your product, service, name, or company is in ink, it can generate great media attention, which is why billions of dollars are spent on PR every year.

When targeting specific publications, you should not send out mass emails with pitches and press releases because it is considered spamming.  Each pitch needs to be tailored to meet the audience of the publication.

In email pitches and press releases, make sure the subject line is relevant because you want to make sure the email gets opened.  The press release is one of the most cost efficient ways to generating publicity when you have a targeted media list. Keep the press release short and concise.  Don't use flowery and ornate language.  Media professionals want news; not to read the greatest piece of literature since Tolstoy.  Remember, editors/journalists have no obligation to run your story.

Make sure you press release follows the correct format.  Stay tuned for next week's lesson in formatting a press release.

As I mentioned last week, contact one reporter/journalist at a time.  In your pitch, reference an article the journalist/reporter wrote.  Recently, I was putting a publicity campaign for one of my new products.  I sent out four pitches to four different publications two weeks ago, and landed three feature story interviews.

Make your media contact's job easier by telling them how your company can help their audience or why your company is relevant to a certain trend.  If the contact doesn't use it right away, they may call on you in the future, when a certain trend becomes popular.

Conduct case studies from clients.  Ask your clients how your product or service has helped them.  Ask for testimonials.  Incorporate case studies and testimonials into your pitch.  This will make your release more believable and newsworthy as well as make the journalist's life easier (we will teach you how to draft a solid pitch in an upcoming lesson).

Never send a pitch or press release as an attachment, unless the journalist or reporter asks for it.  Send all text in a plain text email.

Make sure you follow up in a timely manner.

Test your pitch with one or two journalists. You can email or call the journalist. Keep the pitch to three or four sentences at most if you call.

And a few bullet points later " Don't be afraid of annoying the journalist"

If possible, address the editor by his or her first and last name

Remember, journalists find many of their stories from regular people/businesses, so it is your job to pitch them accordingly.  Just don't make your news self-serving.

For assistance on drafting a news story, contact Kristin at km@marquet-communications.com.

Kristin Marquet is a regular contributor to the Secrets of Success blog.

7 Steps to Getting Publicity by Using Press Releases

by Kristin Marquet

Are you asking yourself, why hasn’t my company’s name been in ink yet?  Continue reading to find out why many editors and reporters gloss right over your press releases and why they end up in the garbage
Are you violating the cardinal rule of publicity?  If so, it’s because editors and journalists don’t care about you.  They don’t want to read self-serving press materials about who you are, how long you have been in business, or your accomplishments.  Their job is to deliver compelling news and stories to keep their readers interested. 

If you are serious about generating publicity for your brand and business, when drafting your next press release or pitch letter, follow this advice:

·  Editors and reporters don’t care about you or what you’ve done, unless it is going to interest their readers.  You need to find an interesting angle to hook the media.  The media wants to know how their readers can benefit from what you have to offer. 

·  Don’t write about your accomplishments or ideas unless it is needed.  Write about how your brand or service will be able to help their audience, thus research the demographics, and pitch the release accordingly.

·  Check the editorial calendar of the publication and send the release accordingly.  Make sure you address and send the release to the right person too.

·  One of the most common mistakes I see when press releases are written (I was guilty of this too when I first started), “The Iron Company proudly announces the release of…” or “XYZ Corporation is proud to announce a 50% increase in revenue last quarter…”  Yes, this is nice and good, but how is it going to benefit the end user, honestly?  The end user wants to know how you are going to better or improve his or her life. 

The headline of a press release needs to engage:

Ladies: Ultra Thin Fashion Models on the Runways of New York and LA, Set Unrealistic Weight Standards for General Public

Guys: Why does John, the Average Looking Guy, Get Smoking Hot Girls?  Finally, Learn the Real Secrets of how average guys like John Attracts Victoria’s Secret and Playboy Hot Girls

·  When writing a press release, discuss how your service or product will help the reporter and the audience.  Discuss the benefits.  If you are launching a new line of dog food, discuss how it will make the dog act nicer around strangers, run faster, feel better, behave better, or anything else that will get the attention of the audience.  You need to show how you are going to be the answer to their problems.  Once you demonstrate that you can solve their problems, the publicity process will pretty much become easy; the media will find you and publish your story. 

·  It can take up to 6 contacts to get a response from editors and journalists.  However, don’t pester editors and journalists by calling and following up every day.  Find out the editor or journalist’s preferred means of communication and use it.  When following up, keep your pitch to 30 seconds.  Editors and journalists don’t have a lot of time. 

Essentially, the more you can help the media make their stories interesting, the more publicity you will get.  Publicity could be an extremely valuable tool if it used properly.  If you need help organizing a press release or finding an angle, contact Kristin at km@marquet-communications.com.

Kristin Marquet is a regular contributor to the Secrets of Success blog.