publicity

Publicity Tips:
For Good Publicity, Preparation is the Key

by Chuck Whiting

Imagine this. Shortly after opening your business, scheduling your event, or releasing your new CD, a newspaper reporter calls to set up an interview. What will you do?

If you’re prepared, then there’s no problem. You’ll confidently thank the reporter for his or her interest, set up a time for the interview, and e-mail over a detailed press release written in Associated Press style. You’ll soon see a beautiful story and photo in print. Sales, attendance or bookings should receive a big boost.

But what if you’re not prepared? You don’t have a press kit, a photo, or even a press release. Will the reporter give you more time? In most cases, the answer is no. Like all of us, reporters face strict deadlines. Businesses, organizations and artists already face an uphill battle. With so many other stories out there, you need as much ammunition as possible to receive good news coverage. The key is to be well prepared. It enhances your professional image and makes the process easier for the reporter.

Following is a list of to-do’s to help increase your chances for good publicity.

1. -- Prepare for an interview by writing up a list of questions and rehearsing your answers.

2. -– Develop a package of materials the reporter needs. The first step is to write, edit and distribute a detailed press release written in Associated Press style. An event requires the distribution of a calendar item (for the calendar editors), a public service announcement (for radio and TV), and a longer press release with more details and direct quotes. An artist may need to develop a press kit with a press release, a biography, a fact sheet, photos (jpegs and/or hard copies), a logo, a business card, testimonials, and the CD. Some professionals and businesses include videos in their press kits and/or on their web sites.

3. –- Follow proper protocol when working with the news media. Be courteous, professional, truthful, unobtrusive, appreciative and punctual. Give them what they need when they need it. Answer all their questions in your press release. Don’t pester them with too many follow-up phone calls.

4. -- Always double-check your spelling and grammar on all written materials. Using Word’s spell check is fine, but also take the time to double check spellings in the Associated Press Stylebook and the English dictionary.

5. –- Provide your contact information (name, address, phone number and e-mail address) on every item. Reporters receive a lot of materials, and items may get separated.

6. -- Develop a one-of-a-kind hook (story or hard news angle) that no other business, organization or artist has. “If it ain’t news, then don’t send it!” Don’t waste the reporter’s time. Otherwise, he or she won’t take you seriously the next time you make a pitch.

7. -- Watch interviews on TV and critique the professionals, noting their confidence level, dress and attitude. Then conduct rehearsal interviews to hone your skills. Avoid wearing the color “white” for TV interviews.

8. -- Consider taking a class or workshop on publicity.

9. -- Always thank the reporter after a story runs or airs, even if you’re disappointed in the length or content. Remember that good publicity is ongoing and cumulative. A series of small stories may lead to a large story later on. You’ll be surprised how much response you can receive from a one-paragraph mention.

10. -- Make sure your press releases are written in inverted pyramid structure (most important information to least important information) with contact information, a headline with a noun and a verb, a dateline (city, state and date), a lead 33 words or less, indented paragraphs, a strong news hook, clear descriptions with simple words, direct quotations, short paragraphs (one to three sentences for easy reading), black ink on white paper or computer screen (for e-mails and attachments), and an end/closing symbol (-30- or ###).

By following these to-do’s – being well prepared -- you stand a better chance of landing a news or feature story.

Chuck Whiting is president and founder of Whiting Publicity & Promotions, a Nashville-based PR firm that specializes in publicity for businesses, organizations, professionals, and artists of all kinds. He also is the co-author and co-songwriter of The Littlest Star: a musical story, an internationally distributed holiday picture book and music CD. He teaches journalism at Middle Tennessee State University. You may contact Chuck at (615) 242-9857 or Arts@WhitingPublicity.com .