Cultivating relationships with the media is crucial to the success of a publicity campaign. In order to get optimum publicity, you need to become a media resource. The fact is the media is interested only in what you can do for them or their audience so you need to frame your presentations to show the media how your story can satisfy their goals.
Always be a professional. If the media doesn’t respond to or return your call, understand it’s not personal. Remember there are thousands of other people doing exactly what you’re doing and it takes time to respond to everyone. Stay on their radar screen by periodically calling or e-mailing to gently remind them that you’re still around and available if they need your expertise. Follow the careers of your media contacts. Learn which subjects interest them, the projects they’re working on and those they plan to cover. When you make new media contacts, ask how they prefer to be contacted-email, phone, fax or mailing and be sure to note their preference on your media list.
Be available when media contacts call, consider it an opportunity and go the extra mile. If you can’t supply what they want, think of who else you know that might. Give the media names and leads, make some calls, check with your network and do research . . . whatever might help. They’ll remember that and you.
You are smart- I get it. You wrote a book. You are the #1 expert in the world on your subject. That's nice. BUT when you are doing an interview stop talking in what I call 'ESOTERIC LAND". You have to make it simple. You have to talk to me- down here- on earth!
I don't care how smart you are... I care how much you care about me- the audience- and that means- don't talk down to me, don't use big words just for the sake of using big words, give me something concrete I can use today. Here is a tip for you
Give the audience 3 things to do that will change their life TODAY.
3 SIMPLE ACTION STEPS that everyone can do NOW- today.... Remember the KISS rule. "KEEP IT SIMPLE STUPID"
Simple is good- easy to remember is good-short is good. Remember you are talking in headlines-Grab the audience- teach them and they will love you back.
Personally interview every firm or consultant that you are considering. At the least, ask them the following questions:
How long have you been in business? How many books do you publicize each year? What kinds of books are your specialty? Which do you do best? Which don't you handle well? What is your plan for my campaign? What is the timeline for my campaign? What fees would you charge for my campaign? How much in expenses should I expect to incur for my campaign? How much access will I have to the strategists who design my campaign? How much input will I have in my campaign? Will I receive weekly communications on my campaign? How often will I get updates on my campaign? How many calls will be made on my campaign? Weekly? Monthly? What specific results can I expect to receive? In one month? In three months? When my project is completed? How do I measure results? What can I do if I don't receive the results promised? Can I fire you? Will you refund fee payments? If so, how much? Will I receive extra work at no charge? What specific results have you created for similar clients in the past? Who are they? May I contact them? What are your strong points, your advantages over other agencies or consultants? For PR firms:
Who should I contact to get information about my account? Who in your firm has the ultimate responsibility for my account? Who runs the division or group that will be handling my account? What is his or her experience and expertise? Who will lead my account? What is his or her experience and expertise? How much time will he or she spend on my account? Who is the person whom I will work with? What is his, her, or their experience and expertise? How much time will he, she, or they devote to my account? Who will be under him or her; how many people? Who will supervise the work on my account? What is his or her experience and expertise? How much time will he or she put in on my account?
There are good firms and sucky firms out there E mail me and I can help you find the right one
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3 Words never to say in an interview
Wednesday, April 29, 2009, 05:48 PM
You are on a radio or TV show being interviewed about your new book. Congratulations! Your publisher tells you “PUSH THE BOOK- PUSH THE BOOK- YOU ARE THERE TO SELL-” Well - Yes and No. Often authors are trying to sell their book so hard that they turn off the host and the audience. There is a quid pro quo here. The host will introduce you as the author of your book in the beginning. Then maybe in the middle of the interview- and hopefully once at the end.
That is great!. You want him to promote your book - not you. But if you keep talking about it- you will come off as a pushy- pain in the butt author- and we don’t want that. Your job is to teach the audience- make them fall in love with you. Not to just sell your book. So what are the 3 words that you NEVER say in an interview ‘IN MY BOOK”. You can refer to it by using the title… IE: When I was researching Where’s Your Wow- I interviewed 100 CEOs and they taught me that….