Get Free Publicity with 5 Magic Words

Elesewhere on this website I've already talked about the importance building relationships with reporters, producers, and hosts.

The most important five words you can ever say to a media decision maker are, "How can I help you."

How do you help them?

By providing stories and information their audience will find interesting and attractive.

By making it easy for them for them to do their jobs.

By being available when they need someone with your expertise,

Joan Stewart has several excellent (and cheap) Special Reports that give you step-by-step instructions on how to employ some of the strategies and techniques.

These reports are extremely targeted, five pages, single-spaced pages, and contain dozens of tips that will help you accomplish your publicity goals.

You can visit Joan's 'Publicity Hound' site by clicking on The Publicity Hound.

Everyone's an Expert on Something 

There's a common misconception that people in the news business have a
giant network of sources where they get all their information, and they certainly don't need help from 'average people.'

It's not true.

News organizations are constantly looking for story ideas from anywhere. And just as often, they're looking for people who can add insight or 'expertise' on a particular event or topic in the news.

In almost every newsroom around the world there's a book or a file generically called an experts directory. Some places call it a resource guide, or jokingly, The Book Of Lists.

Actually, it goes by dozens of different names.

The only important thing you need to remember about is this: you need to be in it. Because whenever a big story breaks, the experts directory is where reporters,
producers, talk show hosts and editors turn to find someone who can shed light on what's happening.

'Sounds great,' you're probably saying. 'But who publishes this directory, and what does it take to get in?'

The fact is, it's not a publication. It's true that universities, certain trade associations or government organizations provide such lists. And PR firms often supply names of their clients who might be appropriate to comment on certain events.

But in most places, it's just a computer database kept by someone in the newsroom. In fact, it might be nothing more than a 'little black book' kept by a newsroom veteran. And to get in it, all you usually have to do is ask. Let them know that you can and will provide expertise on a given subject.

See Joan Stewart's Special Report #11: Secrets for Building Your Celebrity Image

and

Special Report #6: How to Write How-to Articles that Position You as an Expert

EVERGREENS: Evergreen stories are stand-alone stories that can run almost anytime. They generally don't have a 'newshook:' in other words, there's no natural or
timely connection to something else that's going on. But on quiet days, reporters, producers, and editors reach for their evergreen files to help fill time and space with interesting-but-not- urgent material.

Evergreens are sometimes referred to as 'ever readies.' Because, like the famous battery, they're there when you need them, and they just keep going and going and
going, generating more and more publicity for you.

POLLS AND SURVEYS: Conduct a survey among your customers, and offer the results to the media. It doesn't have to be remotely scientific. It only has to be interesting.

See Special Report #19: How to Use Polls and Surveys That Brand You as an Expert

TIP SHEETS: Newspaper and magazine editors particularly love tip sheets because they're easy and they don't take up a reporter's time. Publications can simply reprint them verbatim. They make great radio and TV fillers on slow days too.

Check out: Special Report #16: How to Write Tip Sheets That Catch the Media's Attention

HOW-TO'S: Whether it's how to grow the biggest pumpkin in the patch, tile a floor, or improve your love life, you can get your name in print or on the air with a good 'how- to.'

Elements should include a catchy title and bullet points, along with contact information. Anything that saves people time or money, or helps them feel healthier will generally get attention.

Once again, see Special Report #6: How to Write How-to Articles that Position You as an Expert

Joan's site offers a wealth of information and hundreds of tips to help you 'work the media' for free publicity.

One final thought in closing.

You develop relationships and become a credible source for the media by giving them what they need--interesting information that their audience needs to know or wants to know.

Make it easy for them to do their jobs, and they'll make it easy for you to get thousands of dollars worth of free publicity and promotion that's more believable, powerful, productive and profitable than any advertising money can buy at any price.