Most business owners, entrepreneurs, authors, musical artists and others who want to get free publicity shoot themselves in the foot when dealing with the media and end up not getting the publicity they might otherwise have had. Here are some mistakes to avoid:
Not coordinating traditional media and new media. Many people feel that their publicity programs should be one or the other, or that traditional media is dead. Both are very effective ways to get free publicity.
Using social media to sell. Yes, you can use social media to sell, but the primary emphasis should be on developing and nurturing relationships, which may then lead to business profits.
A poorly written news release. It should read like a newspapers story, even if it is for TV and radio. It should be written in the inverted pyramid style. Start with the most important idea and proceed to the least important point. It should be written in the 3rd person–she,he–not you, I. It should only be somewhere between 400 – 600 words.
Weak press release headline. This is the most important part of the press release. It should catch the journalist’s attention and convey the main point of the story.
Advertising. The press release should read like news, not a thinly disguised advertisement. Avoid hype and industry jargon.
Talking too long on the phone. Journalists are very busy people. When you call them, be polite but get to your main point of fast.
Being late. Many people trying to get free publicity pitch stories without giving reporters and editors enough advance notice. If you have a scheduled event, send your pitch at least two weeks ahead of time for newspapers and broadcast outlets. Most magazines have a lead time of several months to a year.
Being unavailable on deadline day. Reporters are always on deadline. Make sure that you are available when they on a deadline for the story they are doing about you. They will often have additional questions to ask you. If you are not around for them to talk with you, they might kill the story. So be available if you want to get free publicity.
Danek S. Kaus is a veteran journalist and publicist. He is the author of “You Can Be Famous! Insider Secrets to Getting Free Publicity. Get Free Publicity Tips at his website and learn how You Can Be Interviewed on Radio Talk Shows
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