It’s true about any profession. The "old pros" somehow always seem to
get everything done much quicker and more effectively. They’ve made their
mistakes and are sensitive to the pulse rate of the industry.
Most professions take years of experience or education to master, getting
free publicity doesn’t. It’s much more an issue of finding out the little "insider
secrets" that work, and learning how to apply them to your publicity campaigns.
Above all others, there are 4 cardinal rules you can’t afford to ignore if
you hope to be successful. Not following them is a sure fire way to start
depending entirely on luck instead of skill for your progress.
These rules that should be spray painted across the wall in the front office
of every business are:
1. Be Organized. It’s fun and definitely rewarding, but becoming a publicist
isn’t a game. You need to have a good idea where you’re headed and how
you plan on getting there. Success doesn’t come from a single "flash in the
pan" encounter with the press. You become successful when you start
developing a steady flow of income. This only happens when you’re
organized. Carefully plan your campaign before you get started. Have your
press release, bio sheet and Q&A ready to go before you start any publicity
campaign.
2. Be Different. Remember you’re in the news business. By definition,
something isn’t news unless it’s unique. Being different isn’t that bad a
business strategy, either. If you offer the same product everybody else does,
packaged in exactly the same package, then you really have very little other
than price to negotiate. If you can find ways to fill niches nobody else is,
then you start building loyalty, and developing seeds for a powerful news
stories.
3. Be Consistent. The old adage about all news being good news is wrong.
Just because your name appeared on the front page of the paper doesn’t
mean you’ve made it. Yes, it offers momentum, but you need to be sure
you’re rolling in the right direction. Earning the reputation of being self
seeking and ruthless won’t help much if you then try to open a series of
homeless shelters. Chart your end goals and then move towards them, in a
consistent, steady pace.
4. Be Persistent. Don’t give up. It’s all a numbers game.
Actors and salesmen understand this. The fact that someone kicks them out
of an office doesn’t mean they’re failures or "bad people". It just means that
person had some other agenda’s going.
You might send out press releases and get absolutely no response. That’s
not a reason to give up.
Try tweaking it a bit. Change the headline. Make sure your format is correct.
You can get plenty of free advice on the exact format to use at my site,
located at www.PressReleasesMadeEasy.com.
You might need to frame your story differently. Is it practical? Would the
average person stop in their tracks to take a second look at your headline?
Does the content of your story constitute a news item or an ad for your
product?
It’s about hanging in there, not giving up, when others might.
Try averaging your failures. Instead of feeling you’ve failed 19 times for
every victory you’ve logged in, try thinking of it as a package. It takes 20
tries to get a victory. If a "victory" means you make a $100 profit, then every
one of those 20 calls makes you $5, even if the answer is no.
Edison was once asked how he felt about failing more than 10,000 times
while trying to find the correct filament to use in the light bulb. He looked
back curiously and answered that he hadn’t failed once. It was just a
10,000+ step process.
Hang in there. The only person in the world who can decide when you’ve
failed it you.
As long as you’re still in the ring, the fight isn’t over.
Being prepared before you launch your publicity campaign and systematically
sending out your
press releases every week or two will go a long way toward leaving a lasting
impression about you in
the minds of reporters. That, in turn, will increase your chances of getting call from
reporters to do
interviews and promote your business.
# # #
Paul Hartunian is widely considered the world’s leading authority on writing press
releases and getting publicity for any product, service, cause or issue.
Subscribe to Paul’s free publicity ezine “Million Dollar Publicity Tactics”. By going to
http://www.Hartunian.com/ezine. Also be sure to check out all the great free
publicity resources at his website http://www.Hartunian.com.
Also be sure to read the story of how Paul used press releases and publicity to
become the first person in history to really sell the world famous Brooklyn Bridge.
You can read the story at http://www.Hartunian.com/bridge.html.
You can reach Paul at (973) 857-4142 or by email at Paul@Hartunian.com.
