The Power Publicist

Archive for June, 2009

If you’ve been listening to me for some time, you know I advise that sending press releases out at the end of the week, when you aren’t fighting for as much attention from others.

But what happens if something hits the news that blows your publicity plan out of the water?

That’s what happened to many would-be media coverage seekers when the King of Pop, Michael Jackson, died unexpectedly.

And many publicity seekers are confused why a story of this nature would even blanket their local news. To understand, let’s take a look at why such a story is newsworthy – even on a local level.

You see,the news decision makers, whether editors, producers or reporters use the following criteria to test if a potential story is good. Which ones do you think your story  and the death of Michael Jackson have?

Timing

The word news means exactly that – things which are new.  A story with only average interest needs to be told quickly if it is to be told at all. If it happened today, it’s news. If the same thing happened last week, it’s no longer interesting.

Significance
The number of people affected by the story is important. A plane crash in which hundreds of people died is more significant than a crash killing a dozen.

Proximity
Stories which happen near to us have more significance. The closer the story to home, the more newsworthy it is. For someone living in France, a major plane crash in the USA has a similar news value to a small plane crash near Paris.

Proximity doesn’t have to mean geographical distance. Stories from countries with which we have a particular bond or similarity have the same effect. For example, Australians would be expected to relate more to a story from a distant Western nation than a story from a much closer Asian country.

Prominence
Famous people get more coverage just because they are famous. If you break your arm it won’t make the news, but if the Queen of England breaks her arm it’s big news.

Human Interest
Human interest stories are a bit of a special case. They often disregard the main rules of newsworthiness; for example, they don’t date as quickly, they need not affect a large number of people, and it may not matter where in the world the story takes place.

But what human interest stories do is appeal to emotion. They aim to evoke responses such as amusement or sadness.

In the news business, there are no guarantees. Sometimes you just won’t get the media coverage you think you deserve at the time you want it.

Just ask the other MJ – Michael Jordan. His retirement was the first ‘big story’ of the day on September 11, 2001.

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With the great media presence of today, you’d think we’d all have a decent idea as to how to interact with journalists and similar representatives of the news and entertainment world.

Considering the sheer number of media available that give us exposure to news and the many happenings in pop culture, it’s rather shocking to discover how many people have no idea how to interact with journalists. It seems to be an unexplainable phenomenon when the seemingly most intelligent of people make some of the most moronic statements when face to face with a reporter.

There are simply some things you absolutely NEVER want to say to a journalist, regardless of the actual medium they work in, whether it’s the Internet, television, radio, or print, if you want to make a good impression and receive positive feedback from your coverage. Because literally any type of business can experience an incredible increase in exposure as well as revenue from one single, solitary piece of “news,” it’s imperative to understand what NOT to say when it comes to communicating with a journalist.

Read on for some of the most common mistakes made by those speaking with journalists, reporters, and other members of the media.

1) “This is strictly off the record.” – If you’re connected to a newsworthy story but aren’t willing to have your name associated with the event in question, then any respectable journalist will either:

- use the information you’ve provided but attribute the details to an anonymous source, or

- keep searching for someone else who is willing to have their name used in print while agreeing to be quoted.

2) “No comment at this time.” – This is perhaps one of the biggest mistakes you could ever make dealing with the media when you are the one who initiated the contact. If you’re unwilling to talk, why bother them in the first place?

Now if you’ve found that you’re the unfortunate subject of unwelcome attention from the media,  the “no comment” approach will burn you. Think about it, when you here the words, you automatically think someone is hiding something. In a future post, I’ll share some alternatives to this big no-no.

3) “Will I be able to read the piece before it’s released to the public?” – There are two reasons that asking this question will be a huge mistake. First, it conveys that you’re being arrogant, which doesn’t set too well with most journalists as they are there to get a job done and your approval is of no consequence to them. And secondly, asking this question makes it seem like you’re trying to tell them how to do their job, which is sure to cause resentment and negativity.

4) “I’m just amazed at all the press coverage I’m receiving!” – There is no journalist in the world who wants to hear that they’re one of many who are already covering a story. There’s always the chance they’ll move on to a hotter scoop, leaving you without any coverage at all. And while it’s perfectly acceptable to showcase your press releases and clips on your website or at the office, you don’t ever want to come across as conceited when dealing with journalists.

5) “You didn’t write that last thing down, did you?” – Unless you’re trying your hand at some reverse psychology and hoping it works, saying this statement will practically guarantee that whatever you’re trying to keep out of the story will find it’s way in. And, if you’re worried you’ve let something slip that you would have preferred to keep under wraps, then simply let it go without drawing any attention to it.

While these five statements or questions are without a doubt the most important to keep in mind, there are, of course, plenty of others to remember when it comes to talking with journalists.

The main purpose of an honorable journalist’s work is to get the facts and report the truth. Respond in kind and convey that you’re cooperating with them, doing your best to make their job as easy as possible, since you would definitely want the same courtesy, and you’re highly likely to be rewarded with positive exposure.

But, make one or more of the above mistakes and you just may find yourself the center of a less than flattering piece, or even worse, complete omission from the news media.

They say they all publicity is good publicity. And I’m here to tell you whoever “They” are is dead wrong.

All you have to do to take a look at the pending divorce of Jon and Kate Gosselin, the realty stars of Jon & Kate + 8. (In case you’ve been living on a island with no media, the couple embarked on a reality show to chronicle their lives as they raise two sets of multiples: twins and sextuplets.)

As a parent of twins, I know life with multiples can be a challenge. I can only imagine how eight kids could wreak havoc on any couple. Yet, it was their choice, as was their choice to jump into a reality TV show to help pay for everything they wanted for their family. (Plus all the perks! Kate got lipo; Jon got a hair transplant; and let’s not talk about all the amazing trips they got for free!)

What Jon & Kate weren’t prepared for was the publicity that followed. Perhaps they didn’t expect their show to really be as popular as it became. But once it started heading in that direction, they soaked in the media spotlight until the glare started hurting. And that publicity made it more difficult for them – for any couple for that matter – to survive.

When the fame first came, they grabbed it, creating a business around raising their family. And that business included book deals, speaking engagements and the like.

But the business of raising a family is not the same as the business of a TV show. And I think, somehow, the lines blurred.

What they needed was a someone to manage their publicity. Sure, they show had their own PR person, but when the tabloids began their news/gossip, and the mainstream media followed suit, they need their own public relations pro at their side.

And they needed some preparation. For all Kate’s ‘keep them on a schedule’ personality (which by the way is necessary when you have multiples), she forgot to prepare herself, and her family, for the fame. It means having a strategic publicity plan and knowing when to say no to interviews.

Now, with the divorce pending, I wonder, will they get help? Counseling, yes and perhaps a PR watchdog to help keep them a little further from the spotlight so they can heal.

Professional speaking is the least expensive way to promote your business. In addition, it lends to your credibility and positions you as the expert in your field.

Every speaking opportunity is a chance to promote yourself and your business. But the best speakers in the business know how to leverage their speaking engagements for additional publicity. Use the following steps to strategically turn a speech or presentation into limitless exposure:

1) Get editorial calendars to increase speaking opportunities. Many newspapers, magazines, television stations, newsletters and e-zines have free listings of topics that they will cover in the near future. If any of the fields are of your expertise, you can alert producers or journalists well ahead of schedule and put yourself in a good position to become a speaker and be noticed.

2) Initiate pre-event publicity. You can generate pre-event publicity in a number of ways, ranging from sending out a media alert, including it in a community calendar, publicizing it on your website, or posting an announcement with newsletters and e-zines relevant to the topic you’re speaking on. Getting the word out will help to increase attendance and your chance of reaching out to someone who can benefit your business.

3) Be on good terms with the event’s sponsor. The people in charge of the event are likely to have generated their own publicity for the occasion. If you have a good professional relationship with the sponsor of your presentation, they can easily recommend you to the media as an expert to quote or even promote you directly to potential clients.

4) Write your own introduction. It is likely that you will have a positive relationship with the person introducing you, so requesting to write your own introduction shouldn’t be a problem. By doing so, you can include things you would like to say, or brag, about yourself without seeming like a walking advertisement.

5) Do the obvious: practice practice practice. This may seem like redundant advice, but you never really know who is in the audience. There can be a journalist, a producer, or a potential client. Be clear, concise, and prepared for anything to happen!

6) Mention your business and your expertise each time you speak. No matter it be to a classroom of aspiring public relations pros or to success-minded individuals who wish to start their own business, always let them know what you do and how it can benefit them. Being clear about your expertise and letting people know of its importance can generate positive references, potential clients, and unexpected media coverage!

7) Offer to submit a summary to a newsletter. Whenever you speak for an organization, offer to submit a summary of what you covered to their newsletter. Be sure to include a photograph and contact information. It is certain that the organization will have its own way of sending its newsletter to the media, and you can piggyback off their coverage.

Take advantage of post-event publicity. After every event, send out a notice or news release to your local area. Make the information newsworthy by tying it in with a recent headline or find ways to make your field more appealing and exciting. Also, mention the background information of the event, how it relates to your field, and what you offered and can offer to the audience.