GET FREE PUBLICITY NOW!

If you want free publicity, you’re going to have to deal with journalists.  So you might as well learn how to communicate with them.

Every profession has its jargon and journalism is no exception.  If you learn some of the basic terms you will be able to communicate more efficiently and effectively with journalist.  They will appreciate it and it will save both of you time.

Learning some of their lingo also indicates that you understand something about their industry.  This can sometimes cause them to respect you more, if only on a subconscious level, and increase their receptivity to you.

Here are some of the basic terms:

Slug or slug line — a few words at the top of each page that identify the story.  Before the advent of computers and email, when people actually used ancient relics known ad typewriters,  news stories were written on paper.

No, really.

The same slug was put on each typewritten page of the story, with the page number, so that if the pages were separated they could be put back together in the proper order.  With the advent of email, the slug now only appears once, at the top of the story.

Byline — the name of the person who wrote the story.  Press releases do not have bylines.

Headline — if you’ve ever read a newspaper, you know what this is.

Dateline — the city where the person or entity that the story is about is located, often followed by the date.  The dateline appears at the beginning of the first paragraph followed by a dash and then the lead.

Graph — short for paragraph.  Journalists usually refer to graphs, not paragraphs.

Copy — the words of the story.

Cutline — also known as the caption.  These are words that appear beneath or near a photo that explain it or offer more information.

Hard news — stories about crime, politics, war, the economy, etc.  Hard news is usually reported while an event is happening or shortly after.

Features — these can be human-interest stories, such as a couple celebrating their 75th wedding anniversary, or a kid who nurses sick animals back to health, etc.  Features can also be informational pieces on a variety of topics, such as health, personal finances, and so on.  A feature can also be a more in-depth look at a news story.  The timing of a feature is less important than for a hard news story.

Evergreen — usually a feature that can be published or broadcast at any time that is convenient for the news outlet.  An evergreen story is also one that is done repeatedly through the years.  On holidays, for example, you will see evergreen stories.  For example, at Christmas, you will see stories about organizations that raise food, clothes or toys for needy people.  On the 4th of July, you’ll see stories of immigrants who recently became citizens.

Adapted from the book, You Can Be Famous! Insider Secrets to Getting Free Publicity.

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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

Get a FREE PUBLICITY CONSULTATION

Malcolm Kushner, author of “Public Speaking for Dummies” and “Presentations for Dummies” is a humor consultant to Fortune 500 companies.

For several years he got national publicity for his “Cost of Humor Index.”

What was it? Each year he surveyed toy shops and other stores to find out the cost of funny toys such as rubber chickens and fake eyeglasses with big noses and mustaches.

Then he would write a press release that listed his findings — how much joke toys cost compared to the previous year. He got an amazing amount of Free Publicity, including appearances on some of the late night talk shows.

So what does this mean to you?

Think of a way to create a survey that relates to what you do. Conduct the survey and put your results into a press release.

The media love surveys. The more imaginative or compelling your survey is, the more likely they will give you Free Publicity. You may not get on late night TV. But then again, you might.

Want to know more about publicity? Read “You Can Be Famous! Insider Secrets to Getting Free Publicity.”

See the book

Free Publicity Consultation

One of the biggest myths about getting free publicity is that you have to know someone in the media in order for them to do a story about  you.  Like anything else in life, knowing someone on the inside can be helpful.  But it is certainly not mandatory.  The best way to get free publicity is to have a good story and to tell it well.

A professionally written press release can open most doors.  Learn how to write one, or find someone who does, and you will dramatically increase your chances of getting the free publicity.

So don’t let the lack of contacts keep you from approaching the media.  Thousands of people get stories done about them every day, in everything from local weekly newspapers to national TV shows.

Want to know the secrets to free publicity?

Visit http://getfreepublicitynow.com

Want a free phone consultation?

Visit http://getfreepublicitynow.com/

The holiday season is here again.

That means there are lots of ways to get free publicity by doing holiday tie-ins.  What this means is, try to think of a way to tie  your publicity goals to one or more  holidays.

This is October, so how about a Halloween tie-in.

What does Halloween remind most people of?  Witches and ghosts and scary things.

So let’s use scary as the theme.

Say you’re a building contractor.  You might create a press release titled, “The 10 Scariest Things About Hiring a Building Contractor.”

You then list 10 ( or any number) of pitfalls to look out for when hiring a contractor.  By writing this release, and getting it published in a local paper, the implication is: you’re the kind of contractor who helps people avoid problems, so  you’re the one people will want to hire.

Here’s another example, based on owning a health spa or being a health practitioner of some kind.  Almost everyone knows that being overweight is bad for your health.  But exactly how is it bad for your health?

You might a press release titled, “10 Really Scary Reasons to Lose Weight Now.”

You could write an article or press release that lists them: high blood pressure, increased risk of stroke or heart attack, adult onset diabetes, and so on.

You get the idea.

So think about ways to do holiday tie-ins, and enjoy your ever-increasing publicity and fame.

And be sure to lock all your doors.  You never know what creepy things may be lurking out there.  In the dark.

Want more publicity Secrets?  See my new book, You Can Be Famous

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Danek S. Kaus