Leverage Your Time When Getting Publicity! Three Important Steps For Maximum Impact
by Russell Trahan, President of PR/PR
Many times I speak to potential clients who think “Oh, I know I’ll be rich and famous if only I can get into ‘X’ magazine or newspaper!”
Remembering up front that it takes more than being a one-hit-wonder to be a successful speaker, consultant, and/or non-fiction author, let’s take a look at how you should go about getting yourself into ‘X’ magazine.
First off, read the magazine.
Do you know their writing style? Do you know the type of articles they write about? Do they like lengthy articles with sidebars or sound bites with graphics? By familiarizing yourself with the publication, and not just a single issue but several months’ worth, you’ll be in a better position to speak to their readers’ needs.
When you know the publication, get to know its writers.
Are they staff writers and reporters? Are there regular columnists? Do they use mostly freelancers? Once you find writers whose readers you think would benefit from your expertise, follow them on social media. Comment on the stories they’ve written. Don’t stalk them; don’t over-share; don’t tell them how great you are. Build a relationship.
Now you’re ready to pitch your story idea.
Using the information above, customize the pitch. A business story to Entrepreneur would have a different slant to it than one to Fast Company. A woman’s article idea to Ladies Home Journal would have a different slant than one to Cosmopolitan. Use the WIIFM (“What’s in it for me?”) method, substituting the ‘me’ with ‘their readers.’ Pitch the story first and yourself second. Use your expertise to back up—not lead the way—to your unique and/or controversial article idea.
Ask yourself: do I have the time, energy, or interest it takes to do the research, build the relationships, and then make multiple pitches of multiple story ideas to multiple writers? If not, don’t give up! Just call PR/PR Public Relations for a complimentary consultation on how we might help you meet your publicity goals.
Russell Trahan has more than 25 years in the public relations field. He started his career working with Chamber of Commerce and Downtown Business Associations coordinating their marketing, public relations, and event management. Gathering experience at a top 10 market radio station, Russell then returned to the non-profit sector. After a tenure with the Walt Disney Company, he joined PR/PR. Russell was educated at a liberal-arts college in Southern Oregon and attended the Institute for Organizational Management at Stanford University.
Thank you, Russell!
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