If the mere thought of pitching a reporter about your event, product or service
makes you break out in hives, consider the following tips:
1.) Prepare to tell the reporter the story behind the story. Why is your event,
product or service newsworthy? What makes it interesting and different? If possible, find a connection to a current issue. So, for instance, if you’ve started a business as a lifeguard, and summer is on the horizon, prepare to talk to the reporter about pool safety tips for children. Then, you can mention the details about your business while establishing yourself as an“expert.”
2.) Draft a one-paragraph email pitch that goes straight to the point. To use
the lifeguard example, mention statistics on the number of summer swim
related accidents and the top three things parents must know to avoid
them. Talk about the courses you offer to help prepare parents and
childcare professionals for the summer swim season. And, please, check
for typos! Be sure to include your name and contact number, and make
yourself available.
3.) Three to four days after you’ve emailed your pitch, contact the reporter if
you haven’t yet received as response. After giving your name, ask if this is a good time to talk. If the reporter says no, ask for a better time to call. When you have the opportunity to give your pitch, give your name and quickly restate your pitch. Give the benefits of your event, product or service, and why the reporter’s target audience will be interested.
Follow these tips for a successful tip and let us know how it goes!!
Your Virtual Publicist,
H.L.W.
Friday, November 6, 2009
Wednesday, October 14, 2009
Today's Tip: Getting Publicity for Your Event, Product or Service: Part I.
Have you ever wondered how some business owners seem to magically get publicity whenever they choose? Well, I'm here to tell you, there is no publicity fairy. If you want publicity for your event, product or service, It's not as difficult as think. Consider the following:
1.) News is new. Put a new spin on old issues. Be creative. So, for example, if you own a restaurant, invite your frequent guest to an on-site holiday cooking lesson of your new entree! Or, have your guests nominate the worst cook they know and have a special night for the "Culinary Challenged." Invite the papers and local TV station to cover this fun event.
2.) Timing is everything. Plan your event or launch your product or service around the holidays, during a typically slow time. The media is often looking for interesting stories to report on...particularly if they are the "feel good" type. Animals and kids almost always rule!
3.) Select the appropriate media venue for your target audience. Remember the media is not your audience; you reach your audience through the media. So for instance, if you have a travel agency. pitch your story idea to the reporter for the travel section of your local paper.
4.) Offer visuals. Remember the old saying, "a picture is worth a thousand words?" Select a backdrop that is interesting and supports your story. Think this through before contacting a reporter. An offer of good background pictures will make your product or service more likely to receive coverage.
Stop by later this week for Part II: Pitching a Reporter.
Your VP, H.W.
1.) News is new. Put a new spin on old issues. Be creative. So, for example, if you own a restaurant, invite your frequent guest to an on-site holiday cooking lesson of your new entree! Or, have your guests nominate the worst cook they know and have a special night for the "Culinary Challenged." Invite the papers and local TV station to cover this fun event.
2.) Timing is everything. Plan your event or launch your product or service around the holidays, during a typically slow time. The media is often looking for interesting stories to report on...particularly if they are the "feel good" type. Animals and kids almost always rule!
3.) Select the appropriate media venue for your target audience. Remember the media is not your audience; you reach your audience through the media. So for instance, if you have a travel agency. pitch your story idea to the reporter for the travel section of your local paper.
4.) Offer visuals. Remember the old saying, "a picture is worth a thousand words?" Select a backdrop that is interesting and supports your story. Think this through before contacting a reporter. An offer of good background pictures will make your product or service more likely to receive coverage.
Stop by later this week for Part II: Pitching a Reporter.
Your VP, H.W.
Sunday, September 13, 2009
Today's Tip: Staying on Message
One hard lesson I've learned during my professional career, is that it's easy to be knocked off message. Standing in defense of an idea or position when the opposition has launched a well-organized, well-funded campaign against you , your product or service is not easy. But, remembering and using the following simple tactics will help you and your company survive the tide:
1.) Frame Your Message:
Your message should be short, simple and easy to remember. Taking cues from the beverage giant, Coke, we can see how the company framed its messages around slogans. With little to no competition in 1908, the message was simply, "Drink Coca-Cola." Then, in 1969, with competition from Pepsi and a few other soft drink manufactures, the slogan/message became, "It's the Real Thing." A TV ad was created with a multi-cultural cast of people singing, "It's the Real Thing" perched on a majestic hilltop! This reinforced the idea of Coke as the authentic beverage producer world-wide. Fast forward to 2009, during a recession, when name-brand soft drinks may be the last thing on peoples' minds, the new slogan is, "Drink Happiness"... The underlined message may be that you can drink it (Happiness), even if you can't afford to buy it!
Your VP,
H.L.W.
1.) Frame Your Message:
Your message should be short, simple and easy to remember. Taking cues from the beverage giant, Coke, we can see how the company framed its messages around slogans. With little to no competition in 1908, the message was simply, "Drink Coca-Cola." Then, in 1969, with competition from Pepsi and a few other soft drink manufactures, the slogan/message became, "It's the Real Thing." A TV ad was created with a multi-cultural cast of people singing, "It's the Real Thing" perched on a majestic hilltop! This reinforced the idea of Coke as the authentic beverage producer world-wide. Fast forward to 2009, during a recession, when name-brand soft drinks may be the last thing on peoples' minds, the new slogan is, "Drink Happiness"... The underlined message may be that you can drink it (Happiness), even if you can't afford to buy it!
2.) Know Your Opposition's Arguments:
Pepsi, Cokes biggest rival, launched the slogan/message, " Twice as much for a Nickel" in 1939 to beat back the competition. In a post-depression era, as the primary opposition, Pepsi understood Coke hadn't argued a "more-bang-for-your-buck," so they did. Each company would argue against the other over the years to increase and maintain its share of the consumer market. You can do the same with your company, product or service.
3.) Continue to Bridge Back to Your Message:Coke has solidified its position of first and best over throughout the years. In 1942, the message was, "The Only thing like Coca-Cola is Coca Cola itself." Coke has always bridged back to its original messages pointing to itself as the leader in the beverage battle.
Your VP,
H.L.W.
Sunday, August 16, 2009
Star Struck?! (Part II)
Daily Tip: Celebrities and Your Event (Part II)
Hey Publicity Seekers!!
To continue our conversation on celebrities and your event...
You've made a pitch, and your celebrity guest has agreed to attend your event.
The next steps would be to:
5.) Select one handler for your celebrity guest. This individual will work as the liaison between the celebrity's assistant/agent, and your organization. This lessens the possibility of confusion.
6.) Remember, just because the appearance is free, does not mean your organization will not incur any cost. So, have a budget ready for transportation, hotel (if necessary), and any other support the person may want. Check with the assistant/publicist for a list of wants, needs and preferences.
7.) Work with the agent to compose a media list. The list should include reporters and media venues that have covered the subject matter, as well as the celebrity.
8.) Cross promote the event on your web site, blog, news release, newsletter, radio stations.
9.) Be sure to get written permission to use pictures, interviews, etc for continued promotion. Distribute a fact sheet to the media with a pre interview Q&A, or some bit of info that is not well known about the celebrity.
10.) Use live-feed video such as SKIPE to show the event on your Web site; post it on YouTube for future reference…Also, invitations to the online event can be sent to your supporters via email.
Any events coming up? Let us know how it goes!
Your VP Guru!!
H.L.W.
Hey Publicity Seekers!!
To continue our conversation on celebrities and your event...
You've made a pitch, and your celebrity guest has agreed to attend your event.
The next steps would be to:
5.) Select one handler for your celebrity guest. This individual will work as the liaison between the celebrity's assistant/agent, and your organization. This lessens the possibility of confusion.
6.) Remember, just because the appearance is free, does not mean your organization will not incur any cost. So, have a budget ready for transportation, hotel (if necessary), and any other support the person may want. Check with the assistant/publicist for a list of wants, needs and preferences.
7.) Work with the agent to compose a media list. The list should include reporters and media venues that have covered the subject matter, as well as the celebrity.
8.) Cross promote the event on your web site, blog, news release, newsletter, radio stations.
9.) Be sure to get written permission to use pictures, interviews, etc for continued promotion. Distribute a fact sheet to the media with a pre interview Q&A, or some bit of info that is not well known about the celebrity.
10.) Use live-feed video such as SKIPE to show the event on your Web site; post it on YouTube for future reference…Also, invitations to the online event can be sent to your supporters via email.
Any events coming up? Let us know how it goes!
Your VP Guru!!
H.L.W.
Friday, August 14, 2009
Star Struck?! Part I
Daily Tip: Celebrities and Your Event (Part I)
Hey Publicity Seekers:
Growing up in Southern California had many perks! One was the occasional run-in or chance to meet a celebrity. I had an opportunity to work with the handler’s of the legendary producer/composer, Quincy Jones to coordinate a media event held on the opulent 28th floor of Los Angeles City Hall. The City wanted to host a New Years Eve event, and Quincy, generous spirit that he is, wanted to encourage support for his Telemedicine Initiative. This is what I learned:
1.) You need to find a connection between your organization’s cause and a celebrity. So, if your company provides sports equipment to disadvantaged youth, list a few celebs who are open and vocal supporters of that particular sport.
2) Go after newbies as well as A-Listers…They are typically more accessible, and need the publicity.
3) Write a one paragraph pitch providing background about your event, and note the way your organization or company plans to get media attention.
4) Visit the Association of Talent Agents Web site to locate that celebrity’s agent. Call and give your pitch! Stay tuned for Part II!!!
Your VP Guru
H.L.W.
Hey Publicity Seekers:
Growing up in Southern California had many perks! One was the occasional run-in or chance to meet a celebrity. I had an opportunity to work with the handler’s of the legendary producer/composer, Quincy Jones to coordinate a media event held on the opulent 28th floor of Los Angeles City Hall. The City wanted to host a New Years Eve event, and Quincy, generous spirit that he is, wanted to encourage support for his Telemedicine Initiative. This is what I learned:
1.) You need to find a connection between your organization’s cause and a celebrity. So, if your company provides sports equipment to disadvantaged youth, list a few celebs who are open and vocal supporters of that particular sport.
2) Go after newbies as well as A-Listers…They are typically more accessible, and need the publicity.
3) Write a one paragraph pitch providing background about your event, and note the way your organization or company plans to get media attention.
4) Visit the Association of Talent Agents Web site to locate that celebrity’s agent. Call and give your pitch! Stay tuned for Part II!!!
Your VP Guru
H.L.W.
Branding and Direct Sales
Well...I've just chatted with a fashion-conscious, girly-girl friend of mine about her new jewelry business. She needs clients..and fast! Part of the challenge is it's a direct sales business. So, she'll have to do some re branding, making it her own. I suggested maybe she:
1) Sit with a calendar and plan sales opportunities around some holidays and special days during the year. For example, sale gift certificates as Mother's Day gifts.
2) Target boyfriends and husbands for Valentine's Day gifts.
3) Become the 'Accessory Coach' for everyone she knows; making herself available to provide advice to make a look complete with the perfect jewelry! A Jewerly Lover's blog would help, too. A place to discuss jewelry-cost, care, quality, etc....Any other ideas out there? Feel free to share!!
Your VP Guru
H.L.W.
1) Sit with a calendar and plan sales opportunities around some holidays and special days during the year. For example, sale gift certificates as Mother's Day gifts.
2) Target boyfriends and husbands for Valentine's Day gifts.
3) Become the 'Accessory Coach' for everyone she knows; making herself available to provide advice to make a look complete with the perfect jewelry! A Jewerly Lover's blog would help, too. A place to discuss jewelry-cost, care, quality, etc....Any other ideas out there? Feel free to share!!
Your VP Guru
H.L.W.
Thursday, August 13, 2009
Welcome Publicity Seekers
If you've been looking for a place to share ideas and get information about publicity for a book, event, product or service, you've come to the right place!!Your Virtual Publicist will provide first-hand information about the latest tricks of the trade, "Meet the Editor" Online Pitch Parties and host guest-blogging publicists. I'll even provide feedback for your publiclity campaign or simply shoot the breeze about publicity!!I'll get down-and-dirty with the 'best of the best' in the world of marketing and publicity...inviting you to share your thoughts, opinions and perspectives!Stay tuned and enjoy the ride!!
Your VP Guru!!
H.L.W.
Your VP Guru!!
H.L.W.
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