subject: The Importance Of Differentiating Your Company, Service Or Product - Pr Fundamentals [print this page] You stay on the cutting edge of your industry, provide quality service, can discuss relevant issues better than most, and you are available. So why do media outlets choose to call your colleagues and competitors when they want expert interviews? Most likely, those colleagues and competitors have taken simple and persistent steps to make their presence known. And their efforts pay off big. Each time they appear they are building credibility, visibility and reaching new customers.
Here are a few publicity tips to remember for your interview: If the interview is going to be over the phone make sure you use a landline, not your cell. A dropped call or a bad connection can lead to confusion, wasted time, or worse, for you and the person interviewing you. It's the same reason you don't talk to your date with you mouth full. Good crisp connections are the key to achieving the publicity results you desire.
Take a promotional break. When you're being interviewed, remember that the interview is your promotion, so there's no need for you to do it. Don't say "In my book..." fifteen times during an interview, or during a date. Take a backseat to the interview's promotional power and enjoy the publicity results.
If you're doing television, give some thought into what you'll be wearing. Ask yourself, "How will I look on set?" You want to stand out, not blend in. Do you wear camouflage on a first date? Of course not. And always bring a change of clothes. You don't want to be wearing the same outfit as your interviewer, or your date! It's also a good idea to dress professionally in a phone interview. You're likely to be more confident in your professional attire than in your pajamas. Publicity success lies in a person's confidence.
Compile a media mailing list based on your target audience. What publications, broadcast outlets and online news services cater to your target audience? Who should be your key contact at each outlet? Distribute your press packet early--at least two months to two weeks before you want your story published, depending on the deadlines of the agencies you are contacting (deadlines for a monthly magazine will be different from those for a daily newscast). Follow up with brief telephone calls to ensure that each contact has received your materials and offer to answer any questions they may have. Some may ask you to send the materials again. Do not pressure contacts as to whether or not they will cover a story.
Evaluate your business on a regular basis, maybe weekly or monthly, and determine if any new developments warrant media attention. Issue a release at every opportunity, but only when you can offer true news value. Do not be discouraged if the answer to your pitch is "no". It is not unusual for organizations to issue multiple releases before getting even one "yes". Persistence is the key. The idea is to begin developing name recognition with producers, editors and reporters who may add you to their database and call when you least expect, all because you have taken the time to let them know you are here.
