Public Relations: Top 7 Strategies to Avoid Being a PR Numbskull
By Carolyn Howard-Johnson
In THE FRUGAL BOOK PROMOTER: HOW TO DO WHAT YOUR PUBLISHER WON'T you will find more on each no-no, accompanied by a recommendation for how to correct each faux pas. When you are done, you’ll be able to identify publicity curbs you might trip over and have new publicity tools to maneuver through the book marketing maze.
1. Don’t assume your publisher will publicize for you.
2. Don’t publicize your book; instead “brand” yourself.
3. Don’t ask an editor, producer or host for “publicity.” They are not in business to do favors for you.
4. Don’t send a publicity or a news release. It’s a “media release.”
5. Don’t send material to media professionals who have been dead for over a year or were fired for showing preferential treatment to friends.
6. Don’t avoid all controversy. It may be your prescription for getting noticed.
7. Don’t believe everything about publicizing books (or writing them!) that you read on the Web. Consider the source. Check credentials.
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Top 7 Tips For Writing News Releases That Get Noticed
What do you do with junk mail? Are you like me? I toss this stuff without opening it – unless I see some benefit. Publication editors do the same. They toss news releases that don’t demonstrate a benefit to their audience.
What’s the difference between a release that gets used and one that hits the editor’s circular file? Here are seven easy tips for writing releases that get picked up rather than thrown out.
1. Make sure it’s newsworthy.
What’s newsworthy, you ask. To be newsworthy your topic needs to be timely, of interest to the publication’s audience, benefit-oriented, and substantive (that is, not self-serving, hype or fluff.)
2. Write a powerful headline.
The headline is what will pull in the editor or leave her/him cold. Keep it short and descriptive, but make it interesting.
3. Use journalist style.
Editors are looking for the facts, not fluff. Be sure to include the essentials: Who, What, When, Where, Why and How.
4. Keep it brief.
Editors are pressed for time and inundated with releases. Keep yours to one page, 300-800 words. The headline and first two paragraphs are the most important parts of your release.
5. Avoid jargon.
Even if you’re sending a release on a technical topic to a technical journal, resist the temptation to use acronyms. Spell it out! Use common language. It will make your releases more readable and accessible.
6. Proof it.
The accuracy of your release – including spelling and grammar – reflects on your company. If you aren’t good at proofreading your own stuff, enlist someone else to do it. (see Shekini Jennings or Leah Hubbard on the Network)
7. Include a photo. (A Good Professional one - or have one touched up - see Juan Roberts on the network)
Okay. This isn’t a writing tip, but it’s good advice anyway. Publications are looking for good quality visuals, so including a photo, illustration, chart or graph (with a caption, please) increases your chance of getting picked up.
For more tips: go to
www.e-junkie.com/pamperry and get free mp3 at
www.PamPerryPRcoach.com
Posted By: Pam Perry
Saturday, April 18th 2009 at 1:51AM
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