Getting free publicity can be considered both an art and a science. It is an art because those who are most successful at it use their imaginations to create media interest. it is also a science in that there are certain specific steps that you can take that will dramatically increase your chances.
Here are 10 keys to creating a successful publicity program.
1. Have a press release. Better still, have a press kit. It's amazing how many people try to get media coverage without such basic tools. If you invented a cure for cancer, and you called journalists to announce it, they will tell you to send them a press release first. Without a press release, you're dead in the water.
2. Put your press release/press kit on your website. A recent survey found that about 80% of journalists now search the web to find sources and experts. You should have a section of your website dedicated to your media material. It's also helpful to journalists who are doing a story about you to have all your important information in one place they can go to at any time.
3. Have a news hook. Be sure the press release has some news value and is not a mere self-glorification.
4. Target the right media outlet. It's a waste of money and time to buy a massive list of media contacts and send your release to everyone on it. Send your release only to relevant outlets and/or journalists. For example, weekly local business papers are only interested in business stories that impact their community. Pester them with too many irrelevant releases and when you do have something they might be interested in, they probably won't even bother to read your material because you've sent them so much useless material in the past.
5. Target the right journalists. Using the example of the local business publications again, don't send your release about software to the reporter who covers the construction industry.
6. Be helpful. Depending on the story, the journalist may need to speak to other expert sources. If you can lead them to other sources of information, especially when they are on deadline, it will be appreciated and rewarded with greater receptivity to your next story pitch.
7. Be available. Journalists are under the constant pressure of deadlines. They need to be able to reach you. Fast. So find out what the deadline for the story is and make sure the journalist can reach you for at least several hours leading up to that time.
8. Honor deadlines. If a journalist asks you for a piece of information that you have to research, get back to them when you say you will. Stories have been delayed or outright killed for lack of a critical piece of information.
9. Be brief. Journalists are extremely busy people. If you call them, first ask if they are on deadline. If they are, call back at a better time. When they do have time to talk, be courteous and get to the point quickly. Then get off the line. When journalists know you respect their time, they are more likely to take your calls in the future.
10. Start local. Even if you have dreams of being interviewed on national talk shows or new shows, it is easier to get local coverage first and use it as a stepping stone to build your credibility.
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