There are three key elements to getting Free Publicity: Professionalism, Patience and Persistence.
Professionalism — your press release or press kit need to be well written, in journalistic style. You’re competing against a lot of other people for a journalist’s time and interest, as well as space in the publication or time on TV and radio.
Poorly written material, especially if it doesn’t get to the point quickly, will end up in the trash or be instantly deleted, if you’re pitching by email.
The other key to profressionalism is to respect the journalist’s time. If you call, ask if they are on deadline. If they are, ask when you can call back. If they are willing to talk, have your pitch ready. Make it short and to the point. Then politely get off the phone, unless the journalist asks questions, which indicates some level of interest.
Patience — Wait at least a week before following up on a written or verbal pitch. For big media outlets, it’s probably better to wait a couple weeks.
Persistence – keep trying, if you don’t get publicity from one pitch, try a different hook or news angle. Or a different media outlet.
Now, there is also one non-P — don’t be a pest. Don’t be one of those people who shoots out a different news release every week. Wait until you have something newsworthy and/or interesting to say. Keep in mind that journalists are in the business of providing news, not attending to your desire for publicity. But if you play the game right, and have something worthwhile to share, you will get Free Publicity. If not now, then later. Remember the key of Persistence.
Read the book: You Can Be Famous! Insider Secrets to Getting Free Publicity
