The Power Publicist

Archive for April, 2009

The spring season is upon on. Instead of dreaming of soon to be days on the beach, you should be already working on cooler publicity.

Most magazines are already thinking of stories with a fall/winter angle. So you should be thinking that way, too – if you want to beat the competition and get some coveted coverage. That means start focusing on back to school ideas, falling leaves and chapped lips.

Why so early? Because of many media outlets’ production schedules – most notably magazines – reporters often start working on seasonal stories 4-6 months in advance.

One way to find out when the media is working on fall and winter stories is to contact the advertising department of the outlet and request a media kit. This kit tells advertisers what stories or topics will be highlighted in each issue so that advertisers can submit their ads by the proper date. Many media kits are also offered online, so if you have a particular publication with a web presence, you may find what you need at their site.

Follow these tips now to gain more exposure when the cold weather returns:

1. Create ways that your product or service can tie into fall and winter. For example, a landscaper can offer tips to get a lawn ready for the winter months ahead. An organizer can show how to properly store summer clothes. A fitness coach can provide ways to get fit without going outside.

2. Find reasons for gift-giving all year-round. Is your product or service something that would be a great gift? Find out which media outlets are doing holiday gift guides and how you can get your product or service featured.

Here are some seasonal story ideas to get you started for the late fall/early winter:

October

• Fall
• Halloween
• Winter Prep
• Pumpkins
• World Series (baseball)

November

• Harvest
• Thanksgiving
• Black Friday/ Cyber Monday
• First Snowfalls
• Basketball

Just a week ago, I was talking to a few colleagues about the rise of ‘telesummit.’  You know, those virtual conferences that seem to be popping up everywhere?

Most felt they weren’t being done correctly with many being thrown together last minute – and are often a rehash of what speakers had already done.

I had to agree… except for one outstanding telesummit I was involved with this past fall. Leesa Barnes had done an excellent job planning – and more importantly – promoting her Social Media Telesummit. So much so I advised anyone who id thinking about it to emulate her format.

Somehow Leesa’s ears must have been ringing, because she’s decided to share her blueprint on how to boost your business hosting virtual events.

If you’re serious about hosting your own virtual event, join Leesa on Tuesday April28 & Thursday April 30, 2009 at 5pm PDT /8pm EDT for a 2-day tele-event where you’ll learn:

* The critical mistakes some people make when hosting virtual events (and how you can avoid them)

* The 5 ways you can promote your virtual event so you sell-it out

* The #1 way to fill your virtual event when you have a small list (or none at all)

* The best time of day to host your virtual event

* The various ways to monetize your virtual event (and charging for admission isn’t one of them)

* The best tips on when you should start promoting your virtual event

* What to do if no one signs up for your virtual event (it’s a clever idea)

* How to “read” the body language of attendees who are at your virtual event

* And many other winning tips

But best of all, you can use this coupon code – BOOST30 – to get access to the 2-day virtual event for just $20. Only 200 “seats” available at this-price, so go to http://tinyurl.com/LeesaBarnes to register.

The book signing: a standard for any author. After all, what better way to get your name and book out there than to appear at a book store, giving autographs to an adoring public.

Wrong!

For a publicity seeker, a book signing is really the kiss of death. It’s not newsworthy. It focuses on the author, not the book buyer. It’s boring. And I hate to say it: no one really cares, except for the author.

But you can make something out of this nothing. The key is to make this non-event a real event.

1. Focus on the customer. You know who your target market is for the book, now take advantage of it. Make sure your event is in the part of the bookstore where your market shops.
2. Don’t hide behind a desk. Get out there and talk to your target market. Find out their needs and wants and offer some tips to help.
3. Hold a mini-workshop. Offer quick 20-minute workshops (which you can publicize in the media) based on your knowledge and use the book as a reference.
4. Use postcards to promote. Postcards are a hot commodity when marketing a book. But again, think about the customer. Add some tips or advice to the postcard to get them interested, then tell them about the book signing.
5. Create your own holiday. Pick any day and make it your own that relates to your book. For example, the authors of “Become Your Own Great & Powerful: A Woman’s Guide to Living Your Real, Big Life” (including me), got together and created International Tiara Day, which celebrates every woman’s leadership capabilities to find her own path to success. Don’t forget to share this with readers and the media.
6. Give some books away. During every talk and every event, give at least on signed copy of your book to a lucky participant. It creates good will, and who doesn’t want the chance to win something?
7. Don’t forget the book store employees. Books do not sell themselves. People sell books. It’s equally important to spend some of your time at your signing to schmooze with the people who take the money from the customers who buy your books. Get to know the staff at the bookstore. They can help you continue to sell your books long after you have gone.

Have you read the most recent issue of Be Heard?

In it, I share the screts of using powerful quotes to add spice to your press releases, share contact details of the key folks at Seventeen. and much more.

Click here to read it!

My good friend and visibility expert, Nancy Marmolejo, posed the following question to me yesterday on her blog:

“If a journalist is working odd hours and can publish at anytime of day, then what’s happening to deadlines?”

Nancy, deadlines are not dead – not in the least. Sure, some of the rules have changed (and I’ll get to that in a moment) but we as publicity seekers must still honor the journalist and his or her almighty deadline.

To prove my point, let’s think back a bit shall we?

When the first all news radio stations began popping up in the very early 1960s, many people thought that if the station is all news, they don’t have deadlines. But nothing changed.

When the first 24/7 news television stations began in the 80’s, many thought that deadlines would certainly go away. It didn’t happen.

So as new media and social media become part of the news landscape, you’re not going to see many changes in the deadline rule.

But why?

First, although news CAN happen at any time of day, important news doesn’t.  It happens when it happen. And chances are, for the average business owner, coach or consultant, your news isn’t that important. (Sorry!)

Second, most news organizations really don’t have the resources (as in reporters, videographers, photographers, etc) to cover all news 24/7. That’s why you often see a rehash of current news for several hours, even on blogs. Sure there may be a line or two changed, but the story is the same, even if it’s breaking news.

Your best bet to get media coverage is to do your homework (or hire someone who already has done it) and find out each journalist’s deadline that you want to approach with your story.  And unless it really is breaking news, honor that deadline.

So what rules are changing due to social media?

1. Embargoes (holding a story until a specific date) are no longer being honored.
2. Undisclosed/ unnamed sources are being values more.
3. The ways to seek reliable sources are more varied than ever.