Publicity Tips
from the Pros

I recently attended two workshops where media representatives shared tips for getting your story in the news. Here are some of the best.

Be familiar with the show/publication. Your pitch should be about how your story will work for them. Don't do a general pitch ("A story about dog training.") but suggest the segment the story would be right for, or what makes it right for them.

Don't take "no" personally. It may be that they have just done a similar story, or they can't fit it in, or it just isn't right for them. If you speak with someone, ask if they can suggest another show/publication where the story might work.

If at first you don't succeed, pitch again. But wait at least a month or two, and come back with a different angle (not exactly the same idea that got turned down).

Many now prefer email pitches to fax. It is fast to review, and can be easily forwarded to several others. Faxes often pile up unread, but email gets looked at. 

Keep your email short and to the point. DON'T send any attachments, as they will be deleted unopened (if they get through at all), but you can include a link to your web site or online media kit.

When you email, make your subject line enticing. Using "Hi!" or something else that looks like spam will get it deleted without a read. Start with QUERY: or PITCH: then give a short, punchy headline.

One national TV show producer said that you didn't need to send tape with your initial (mail) pitch, another said if you mailed a pitch with no video you wouldn't be considered. In either case, you will need a video of other TV appearances before you get on a national show, so be on the safe side and send it.

Local media are always looking for local experts to interview on a variety of topics. Send them your bio and credentials and they will keep you on file for the next time they need an expert in your field. Even better, send one or more Rolodex(tm) cards with your topics and contact information.


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