| After 20 years in the PR business, I can tell you that | | | | opening stores throughout the U.S." Making the |
| getting publicity is an art, but you, as the entrepreneur, | | | | comparison to Starbucks describes what the |
| have a HUGE advantage because the press loves to | | | | company does, and the phrase provides a vivid |
| hear about new things directly from the horse's mouth. | | | | Polaroid picture image in the mind. Developing words |
| You, as the entrepreneur, are a "direct source" and | | | | into images is a killer secret that wins the hearts of |
| considered a killer scoop for a journalist. Direct calls | | | | journalists and tells the story of your product in one |
| from inventors make journalists feel like they're getting | | | | simple sentence. |
| the straight dope without a publicist's spin and they | | | | 6. Do your research before you call a journalist. |
| absolutely love it. | | | | Journalist's #1 pet peeve about phone calls are from |
| This creates an automatic trust and credibility that only | | | | people who "don't know what they write about." They |
| you can provide. So go for it with gusto! Don't be shy; | | | | abhor unspecific pitches and do not have the time to |
| turn on your passion. If a journalist blows you off, turn | | | | brainstorm with you about how your story will work |
| on your humbleness by telling them, "hey I'm new at | | | | for their publication. Before you pick up the phone, |
| this, would you mind helping me out?" Ask for their | | | | Google a writer to see what kinds of things they like |
| advice on which of their colleagues might like the story | | | | to write about and note the tone of their writing. |
| you are pitching. I find that showing true human foible | | | | Customize your pitch to fit exactly into their style. |
| and practicing humbleness really works wonders and | | | | 7. Consider who the reader/listener/viewer of a media |
| brings down walls of defensiveness --- even with the | | | | outlet is before you call them. Pitch the story about |
| snarkiest of journalists. Here are my top 10 tips for | | | | your product in a way that would interest that |
| getting the press to sit up and take notice and actually | | | | particular reader/listen/viewer. For example, The |
| get them to report: | | | | View's Elisabeth Hasselbeck has talked on air about |
| 1. Identify holidays, seasons and special months that | | | | her allergy to gluten and frustration in finding foods that |
| correlate to your product and pitch the press during | | | | will nourish her without an allergic reaction. Her viewers |
| that time. For example, if you are a chocolate | | | | are women who are concerned about their health and |
| company, call the press with a February Valentines | | | | the rate of gluten intolerance is rising at an alarming |
| Day story. If you are a bra company, call during | | | | rate. Hasselbeck's viewers want to know about |
| October Breast Cancer Awareness Month. | | | | solutions for their Celiac disease and she happens to |
| 2. Extract the aspect of your product that makes it | | | | be a personal advocate. These were very important |
| totally different from the competition and focus on that | | | | to thinkproducts, so their CEO contacted Hasselbeck |
| only when you talk to the press. Note: Price, service | | | | to become a "celebrity spokesperson" for their gluten |
| and speed do not count. For example, for two former | | | | free products. |
| Seagram's executives, we focused on Redcliff liqueur | | | | 8. Make 1000% sure you have the right phone number |
| as the "first American liqueur" because it used a cola | | | | for a journalist you are calling. Be like a detective to |
| taste. Cola is a flavor uniquely American and born of | | | | find the exact right phone number. Leaving voicemails |
| Coca Cola fame. | | | | for the wrong person is a disappointing waste of time. |
| 3. Look through a magazine and notice all the different | | | | Make the receptionist your friend. Use and to find |
| sections that might include your product. Come up with | | | | phone numbers. You can subscribe to Bacons' Media |
| a sentence pitch about your product for each section, | | | | Directory ( to get detailed lists of the entire staff of |
| then call the editor with your customized pitches. There | | | | any magazine, newspaper, online or broadcast outlet. |
| may be up to three places your product may fit in one | | | | 9. When you do reach a journalist, qualify they are the |
| magazine. For example, there are "new product" | | | | right contact by saying "are you the person who |
| sections near the front of the magazine, "feature" | | | | reports about food? Beauty? Business?" After they |
| stories in the middle, and sometimes "back of the | | | | answer, follow with your pitch by saying "great, |
| book" profiles on personalities and CEO's. | | | | because I have a food product that is filled with pure |
| 4. Tie your product launch to a nonprofit. The press | | | | functional food and prevents cancer. Does that |
| are more apt to report about a commercial product if | | | | interest you to report?" |
| part of the proceeds benefit a charity. Find an | | | | 10. Call journalists when they are most likely to answer |
| organization that matches the purpose of your product. | | | | the phone. Morning radio shows start work at 4 am. |
| For example, Wine & Spirits magazine works with | | | | and are gone by 11 a.m. Daily newspapers are rushing |
| water conservation organizations because the | | | | to get their stories done at the end of the day, so |
| publisher believes that water bottles litter the | | | | avoid afternoons and call them first thing in the morning |
| environment. They even created a slogan around it: | | | | at 8 a.m. Magazine reporters work on "long leads" that |
| "Drink Wine. Save Water." | | | | are 2-8 months ahead of time, so tag your story to |
| 5. Develop a one sentence "elevator speech" that | | | | coincide with the issue they are most likely working on |
| pithily describes your product, and let it be the first thing | | | | now. For example in April, Body + Soul magazine is |
| out of your mouth when you pitch the press or are | | | | working on their October issue. |
| selling someone on your product. Tokyo Coca Cola's | | | | 11. Bonus! Never, ever, ever hang up without asking a |
| Green Tea Terrace made green tea lattes and | | | | journalist for a referral. If the journalist you reached isn't |
| cappuccinos. When we called the press about them, | | | | interested in your story, politely ask if there is someone |
| we started with "The 'Starbucks of Green Tea' is | | | | else they think should hear and maybe report about it. |