2005 March

Newspaper editors’ pet peeves

3/24/2005 By Joan

When I worked as a newspaper editor for more than 20 years,
I had my own pet peeves about people who were clueless about
working with the media. They included:

–Idiots who called to complain, “You’ve written about my
competitor three times but you’ve never written about me!”

–News releases that didn’t list the name or phone number of
a contact person.

–People who agreed to be interviewed, but changed their
minds after the reporter showed up for the interview.
(Reporters NEVER called them again.)

–People who were interviewed, then demanded to read the
story before it was printed. (Don’t even ask this question
or you too will NEVER be called again.)

–People who emailed news releases as attachments. If a
news release can’t be sent in the body of the e-mail, don’t
bother sending it. You wouldn’t believe how many seasoned PR
pros do this.

–E-mailed news releases with a subject line that said “News
Release.” The subject line must explain what the release is
about.

–People who called to insist that the newspaper owed them a
story because they bought several thousand dollars of
advertising each year.

Now that you know what newspaper editors hate, learn about
what they love in “How to be a Kick-Butt Publicity Hound,” an
ebook I cowrote with Tom Antion.

Filed Under: Newspaper Publicity

Serious Publicity Hound recycle their publicity

3/24/2005 By Joan

Did you get mentioned in a newspaper or magazine article
recently? Savvy Publicity Hounds are always looking for ways
to turn one hit into multiple hits. Here’s how:

–Make reprints of the article and include them in your
media kit.

–Post articles by and about you at your web site.

–Send an e-mail to business associates with a link to the
article posted at your site.

–Every time someone at your organization gives a speech,
send a news release about the upcoming presentation to your
local newspapers and invite the media.

–If you do public speaking, offer to write a short article
summarizing the speech for the group’s newsletter. Give them
your photo, too.

–If you appear as a guest on a radio talk show, mention
other publications where you have been featured.

–Climb the “media ladder.” Send reprints of articles by and
about you in weekly newspapers to editors of dailies. Send
reprints from dailies to national publications. Send
articles in trade publications to editors anywhere.

At least 40 more tips on how to recycle your publicity are
in “Special Report #13: How to Recycle Your Publicity (for
Serious Publicity Hounds Only)".

Filed Under: Magazine Publicity, Newspaper Publicity, Writing Articles

Invite reporter with a pet to cover vet clinic opening

3/23/2005 By Joan

Beth Ann Black of Coppell, Texas has a client, a large group of specialty veterinarians–all for animals–that will celebrate their fifth anniversary this spring. She wants fun promotional ideas, beyond the one they’ve already thought of: hosting an open house where current and potential clients bring teddy bears to be examined so the doctors can demonstrate how they diagnose and treat illnesses that general veterinarians cannot treat.

From Earl LeVan of Bellefontaine, Ohio:

“Why not have a kite fly? Have special kites made, and make it a contestfor local schools and corporate sponsors. I’d check with higher education schools and see if their engineering schools would want to build special kites that looked like animals. Other events could be tethered balloon rides, remote control airplane show/flying contest, sand castle creations, etc. It would probably be best if it was an annual event.”

From Marion Grobb Finkelstein of Ottawa, Ontario, Canada:

“Ask owners to submit look-alike photos of their animals. A panel of judges (or maybe the public?) could vote on which person most resembles their pet.”

From Molly Hutchinson of Kitchener, Ontario, Canada:

“Why not research local news reporters to see who has a pet? Invite that reporter to end the evening’s news with their pet as a ‘co-reporter,’ live from the veterinary clinic announcing an upcoming 5th anniversary event.

“Knowing that lists are good fillers in print media, why not make a 5th anniversary Top 10 list of the most amazing, heroic, complicated, (you fillin the blank) procedures completed at this innovative veterinary clinic. An additional tie-in could be a prize, maybe a one-year supply of pet treats, for guessing the number of pets that have been treated in the five years since the clinic opened. The hook is that to claim your prize, you have to be present at the anniversary celebration event at the clinic. Read all the responses.

The Publicity Hound says: I especially love the idea of tracking down a reporter who has a pet. Whenever possible, try to get reporters involved in your story. For more ideas, read "Special Report #41: Tips for Letting Reports Experience Your Story, Not Just Write About It."

Filed Under: Business Promotion, Publicity for Niche Markets

Alternative publications

3/23/2005 By Joan

The more you pitch to large magazines and newspapers, the stiffer the competition for an editor’s attention.

That’s why placing stories in alternative publications can be so much easier–and sometimes more effective. They have a ready-made audience for your topic, regardless of how obscure it is.

Check out the New Pages Guide to Alternative Periodicals and add relevant publications to this year’s media plan.

You’ll find hundreds of publications that cover everything from acoustic guitars to zines (pronounced zeens, short for ezines, which is short for electronic magazines, like the one I publish.)

Even though these are usually smaller publications, your pitch must still hit the target.

Filed Under: Newspaper Publicity, Pitching the Media

Use AP stylebook when writing releases

3/23/2005 By Joan

Smart Publicity Hounds know about the Associated Press Stylebook, “the journalist’s bible.”

It’s the 427-page, spiral-bound book, organized liked a dictionary, that journalists throughout the world consult when they need to know the correct acronym for a government agency. They check the stylebook when they needto know if it’s re-election or reelection, or whether the American Automobile Association is AAA or Triple A on second reference.

If you follow AP style in your news releases, pitch letters and other communication with the media, you’ll show the media that you talk in the same language they do, and follow the same rules. Every good PR department should have an AP Stylebook. If you don’t, you can buy one online.

Then start thinking about creating your own corporate style guide.

Why? Because, as PR pro Yvonne Buchanan says, PR is all about identity–creating one, improving one and sustaining one. And the best way to establish your company’s identity is through repetition and consistency of your key messages.

But if people throughout your organization are permitted, for example, to use any colors they want when reproducing your two-color logo, confusion among your customers can result. Does everyone know which product names have trademarks, and whether the trademark symbol should be used in letters or in copy at your website? When referring to employees, should you always use their formal name with middle initial? What about job titles? Should you capitalize them?

Creating a style guide isn’t as difficult as you might think. And it doesn’t have to be a major project that takes months. In the January/February 2005 issue of The Publicity Hound newsletter, Yvonne offers tips on how to create a corporate style guide to ensure a consistent message.

Order this issue and be reading it in a few minutes

Filed Under: Newspaper Publicity, Press Releases/News Releases