2005 October

How to promote hobby railroads

10/18/2005 By Joan 6 Comments

Susan Robinson of Red Bluff, California writes:

“We publish two hobby railroad magazines in a niche market. We reach people who either own commercial scale railroads (those large enough to ride in) or who own or are building their own private railways. Many people remember these trains from when they were children at amusement parks, drive-in theaters, or other promotional events and don’t realize that they can be involved in the hobby now.

“We have two web sites at GrandScales.com and 7PlusRailroader.com which are being updated with articles, letters from our readers, a press room, and more. We actively try to place articles in other publications. And we just concluded an event where our guests got hands-on experience laying track, running locomotives, attending seminars, and much more. But we still need to find ways to get the word out about this hobby and our company. Any ideas from other Hounds would be appreciated.”

Filed Under: Publicity on the Internet

Dishing the dirt on Pantene bribing journalists

10/15/2005 By Joan Leave a Comment

Back where I come from in the world of newspapers, an editor would practically pull off a reporter’s fingers, one by one with a pair of pliers—then fire the sinner—for accepting a can of caramel corn from a source who wanted to say “thanks” at Christmas.

The caramel corn, and other gifts that came to the newsroom, were usually trucked to the nearest old folks’ home, lest we be guilty of violating our ethics policy.

But ethics be damned at beauty magazines. At least that’s my conclusion after seeing this item at the Gawker blog about Pantene. The shampoo people are sending a questionairre to New York editors of beauty magazines, asking how they want to receive news items. One question also deals with what kind of “follow up” they’d prefer.

Journalists are given these five choices: gift certificates to upscale retailers, gift certificates for swanky services like spa treatments, the hottest fashion accessories like Gucci bags, electronics as in iPods, or home office accessories.

I’ll bet you a bottle of hair conditioner that the Pantene people don’t give a damn how the beauty editor at The New York Times prefers a follow-up.

Give ‘em credit for this. At least they said “please check only one box.”

Filed Under: Business Promotion, Magazine Publicity, Pitching the Media, PR Consultants/Publicists

PR Week awards deadline is Friday

10/12/2005 By Joan

When I worked as a newspaper reporter, nothing made my day more than winning a writing award from one of my trade associations.

It’s no different if you work in PR. So you might want to hustle if you haven’t yet entered the 2006 PRWeek Awards. The deadline is Friday, October 14.

The awards really spiff up a resume. And it sure doesn’t hurt to tell potential clients that your peers recognize your project as among the best in the industry.

The awards garner over 800 nominations each year. You can download the entry kit.

The magazine will accept entries until October 21, but those received after October 14 will be subject to a late fee.

Filed Under: Business Promotion

What do to when reporters won’t mention your name in an article

10/11/2005 By Joan 12 Comments

Here’s a common problem Publicity Hounds run into when they’re so eager for publicity that they’ll do almost anything for a journalist.

Last week, a reader asked, “I spent a lot of time talking to a reporter and we really hit it off. But when she wrote the article, I was surprised to see she used my information, but she didn’t use my name. What should I do?”

I hear similar complaints from people who spend a lot time researching a topic for a journalist, turn over their research, but are never even mentioned in the article.

Here’s what I’d do if that happened to me. If it was a short interview, I’d ignore the urge to complain. If the reporter called again, I’d ask specifically if the reporter planned to mention me by name in the article. If the answer is “no” or “I don’t know,” I’d give the reporter what she needs but I wouldn’t spend a lot of extra time digging up information.

But if I had spent an inordinate amount of time gathering information for the initial interview, and she never mentioned my name, I’d call the reporter and say that I was really glad I could help. “But I was disappointed that you never mentioned my name. I’m curious. Why did that happen?”

It could be that a copy editor had to cut the story and deleted the attribution.

Then I’d ask the reporter to please keep me in mind if she’s working on another story in which I would be a good fit–but to contact me only if she’s willing to attribute the information to me. That drives home the point that I’m still willing to help her, but only if she’s willing to make it up to me.

If she gets mad and never calls me again, so what? You can’t lose a good media contact that was never a good media contact to begin with.

How would you handle this dilemma and others like it? If you’re a publicist, have you devised a way to deal with reporters who are jerks? Has a reporter ever asked for special favors, then not given you or your client credit? If you’ve followed the advice above, has it worked? If you’re a media person, what suggestions can you share about how to increase the chances that a source will be named in an article? Would you ever come right out and ask a reporter “Do you plan to quote my client?”

Filed Under: How to Interview

How to promote caps for Latinos

10/11/2005 By Joan 16 Comments

Diane White of Venice, Florida writes:

“I developed and patented an angled sportswear cap and have been promoting it on my own for the past 6 years. I have written press releases and have been blessed with several local articles. But that has not captured buyers and licensees.

“You can see the Side-cap at my website. It has reconfigured crown panels and a curved visor so it sits at an angle in any direction. It was meant to draw attention to a person’s better side and give the illusion of a thinner face. It is meant to be more fun, flattering and fashionable and less boxy than a traditional baseball cap.

“I am trying to eventually market the Side-caps to a manufacturer or celebrity line that targets the Latino market because people have told me the product is ‘hip enough’ for this large yet under-targeted market. I was looking for a slogan that may help me approach a clothing line for the young Hispanic population. I plan to embroider that slogan(s) on the samples that I present to the apparel line. Does anyone have any ideas as to what I could have embroidered on the Side-caps to do this, or ideas to get the publicity required to keep the project going?”

Filed Under: Business Promotion