Imagine this. Shortly after opening your business, scheduling your event, or releasing your new CD, a newspaper reporter calls to set up an interview. What will you do?
If you’re prepared, then there’s no problem. You’ll confidently thank the reporter for his or her interest, set up a time for the interview, and e-mail over a detailed press release written in Associated Press style. You’ll soon see a beautiful story and photo in print. Sales, attendance or bookings should receive a big boost.
But what if you’re not prepared? You don’t have a press kit, a photo, or even a press release. Will the reporter give you more time? In most cases, the answer is no. Like all of us, reporters face strict deadlines. Businesses, organizations and artists already face an uphill battle. With so many other stories out there, you need as much ammunition as possible to receive good news coverage. The key is to be well prepared. It enhances your professional image and makes the process easier for the reporter.
Following is a list of to-do’s to help increase your chances for good publicity.
1. -- Prepare for an interview by writing up a list of questions and rehearsing your answers.
2. -– Develop a package of materials the reporter needs. The first step is to write, edit and distribute a detailed press release written in Associated Press style. An event requires the distribution of a calendar item (for the calendar editors), a public service announcement (for radio and TV), and a longer press release with more details and direct quotes. An artist will need to develop a press kit with a press release, a biography, a fact sheet, photos (jpegs and/or hard copies), a logo, a business card, testimonials, and the CD. Some professionals and businesses include videos in their press kits and/or on their web sites.
3. –- Follow proper protocol when working with the news media. Be courteous, professional, truthful, unobtrusive, appreciative and punctual. Give them what they need when they need it. Answer all their questions in your press release. Don’t pester them with too many follow-up phone calls.
4. -- Always double-check your spelling and grammar on all written materials. Using Word’s spell check is fine, but also take the time to double check spellings in the Associated Press Stylebook and the English dictionary....
(*Note: To learn more, please consider attending Chuck Whiting's "Publicizing Your Dream" class or workshop.)
Copyright 2009 ALL RIGHTS RESERVED
Chuck Whiting is president and founder of Whiting Publicity & Promotions, a Nashville-based PR firm that specializes in publicity for businesses, organizations and professionals of all kinds. He also is the co-author and co-songwriter of The Littlest Star: a musical story, an internationally distributed holiday picture book and music CD. He teaches media writing at Middle Tennessee State University. You may contact Chuck at (615) 242-9857 or Arts@WhitingPublicity.com .
