Fifteen Things the Media Hate

  1. Not Taking “No” for an Answer – When your media contact says “no,” accept it.
  2. Long News Releases – One killer page is all you need. If the media want more, they’ll ask for it.
  3. Lying, Hype and Misrepresentation – Be honest and reasonable. Your media contacts won’t forget who got them burned by lies; nor will they give you the chance to do it again.
  4. Lack of Preparation – Know exactly what you want and what the media wants.
  5. Small Talk – Most media people are to busy to gab so get right to the point. Be clear and brief.
  6. Overkill – Media kits that weigh as much as your Cocker Spaniel turn off the media. Less is more.
  7. Cold Calls – E-mail first to alert your media contacts that your press release has been sent. They’ll get back to you if they are interested.
  8. Freebies – Avoid offering free tickets and other bribes. The media wants good stories, not t-shirts and mugs. The exception to this rule is food. Food is often welcome.
  9. Name Dropping – Nobody likes name droppers. Unless a celebrity is directly involved, they seldom change a story’s value.
  10. Lack of Focus – Stories that focus on the source, instead of the audience, generally do not appeal to the media.
  11. Confirmation Calls – Opinions on making confirmation calls to determine if your faxes or packages were received vary. Some media contacts appreciate it and others do not want to be bothered.
  12. Gimmicks – If you use a gimmick, it better be sensational as most gimmicks fail to gain the intended impact. And, the reason you’re using the gimmick must be clear.
  13. Not Following Up Requests – If the media requests something and you don’t respond promptly they will consider you unreliable and unprofessional.
  14. Same Ideas – Don’t repeatedly send the same idea, no matter how cleverly you repackage it.
  15. Getting Upset – Be professional. If you can’t keep your cool find another business and see a shrink.

An excerpt from the National Best-Seller GUERRILLA PUBLICITY: Hundreds of Sure-fire Tactics to Get Maximum Sales for Minimum Dollars by Rick Frishman, Jill Lublin and Jay Conrad Levinson.

By Rick Frishman
Reprinted from “Rick Frishman’s Author 101 Newsletter”
Subscribe at http://www.author101.com and receive Rick’s “Million Dollar Rolodex”

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