Follow these simple but powerful free publicity commandments and chances are you and your business will enter the land of milk and honey this year.
Commandment # 1 – Thou shalt not be boring
A pox of biblical proportions on starchy, dry, emotionless press releases with quotes that sound like they were delivered by Moses in the Sermon on the Mount. Go for punchy with personality instead. The media is in the business of attracting a loyal audience not boring them to tears.
Commandment # 2 – Thou shalt tell us something we do not know
And verily did I say any free publicity seeker who distributes a news release that does not contain any actual news should be stoned to death. Or at least a curse reigned down on his children and his children’s children. Too much? Well, you try being a journalist with an average of 100 press releases across your desk every day with 95 per cent comprised of barely disguised advertising and see if you are not tempted to smite someone.
Commandment # 3 – Thou shalt be timely with your publicity pitches
Behold, at Christmas time the media searches for Christmas angles. In the lead up to New Year’s Eve, the media is looking for stories that predict what is going to happen in the New Year. At Easter time the media is looking for Easter angles. And it came to pass that in the lead up to Valentine’s Day the media is looking for Valentine’s Day angles. Doest thou spot a pattern here?
Commandment # 4 – Thou shalt not be afraid to be controversial
Being afraid to do and say things that set you apart from the sheep herd is the fast-track to obscurity. If you are thinking it chances are others as well. And even those who do not agree with you are likely to respect you for speaking your mind. Be a leader and not a follower in your industry and you will find the media follows you like the three wise men tracked the Christmas star to Bethlehem.
Commandment # 5 – Thou shalt identify interesting new trends
Identifying new trends and patterns in your industry and telling the media about it is a really powerful way of attracting free publicity. That is because one of the media’s roles is to keep tabs on changes to how we live, do business, entertain ourselves, maintain our health and looks etc.
Commandment # 6 – Thou shalt keep track of what the media is reporting on
It is easier for a camel to pass through the eye of a needle than a publicity seeker to gain exposure who never actually watches or reads the media. If you are not interested in the media, do not be surprised if they are not interested in you.
Commandment # 7 – Thou shalt ensure there is a good message to media match
Even the most compelling press releases will fail if you do not send it to a media outlet that is interested in the topic and demographic your release relates to.
Commandment # 8 – When it comes to writing press releases thou should think good story or useful information… not advertising
What is it about what you are seeking to promote that would surprise or pull the heart strings or educate people or give them a new perspective on something they think they know everything about? Adopt this mentality when you are writing your press releases and you are much more likely to grab the attention of journalists.
Commandment # 9 – Thou shalt not be easily discouraged
No one nails free publicity 100 per cent of the time. Do not take it personally if some of your press releases get ignored. A lack of space and more urgent time-sensitive stories are some of the reasons why sometimes publicity pitches fail through no fault of your own. But chances are they will want your next story.
Commandment # 10 – Thou shalt not be boring
Yes, it’s worth repeating because being boring is truly the deadliest sin when it comes to pitching story ideas to the media.
Now go forth, be fruitful and multiply your free publicity.
Author Bio: Sue Gardiner is a journalist with over 12 years experience in newspapers and television. After quitting her full-time journalism over two years ago, she now juggles coaching small business people in how to attract free publicity with freelance writing and online entrepreneurial activities. Visit www.freepublicityforprofit.com for a free report on the top 5 mistakes free publicity seekers make and how to avoid them.
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