6. Using Outdated Media Lists
News flash: Look magazine is out of business. So too are about
half of the new magazines launched in the past decade, for that
matter.
Your media list is the lifeblood of your publicity seeking efforts. Take the time to keep it fresh and up to date, or you'll be wasting your time. Invest in [linkurl=http://www.bacons.com]Bacon's media guide, visit Web sites of publications that interest you, visit your local library or bookstore's magazine rack. Do a little homework and you'll get a big edge.
7. Not Understanding Timing
A non-savvy publicity seeker would ask, "Why do a story about
Christmas publicity in June?" A smart publicity seeker
understands completely. It's all in the timing.
If you're not thinking months ahead, then it's probably too late. In early summer, you should be working on "back to school" releases for newspapers and other short-leads (it's already too late for long- lead magazines). Have something to offer for Thanksgiving? Start planning now.
Learn the lead times for various publications, plan out a yearly schedule. Plan ahead. Plan ahead. Plan ahead.
8. Not Being Accessible
If a journalist wants to use your release, he may call to get
some more information, get some clarification or even to see if
you actually exist. If he gets voice-mail (or a busy signal) and
doesn't hear back from you, you've probably blown it. On your
releases and pitch letters, include the most accessible phone
number you have (your cell phone, perhaps, if you're on the road
a lot) and an Email address you check throughout the day.
If you miss a call from a journalist, or receive an e-mail, get back to him immediately. Don't put it off -- he could be on deadline and have calls in to your competitors.
9. Not Telling the Truth
There may be worse people to lie to than journalists --
detectives, IRS agents, the guy who's administering your lie
detector test -- but not many. Think about it folks: these men
and women are trained to discover the truth. They know how to do
research and how to talk to others in your fields to determine
whether or not you're being truthful. So don't take any chances.
Don't even think about inflating your sales numbers, or making up a story or pitching something that's mostly BS. Not only will they figure it out, your attempts to bamboozle them may even make it into the press.
10. Being Sloppy
Typos, bad printing, hideous press kit covers, poorly shot
photos, improperly formatted press releases...these are the signs
of an amateur. Amateurs don't get coverage.
Before you send out anything, proof it. Then proof it again. Then give it to someone else to proof. Then proof it again.
Bill Stoller, the "Publicity Insider," has spent two decades as one of America's top publicists. Now, through his website, eZine and subscription newsletter, Free Publicity: The Newsletter for PR-Hungry Businesses, he's sharing -- for the very first time -- his secrets of scoring big publicity. For free articles, publicity tips and much more, visit Bill's exclusive new site: Publicity Insider
