- Not Taking “No” for an Answer – When your media contact says “no,” accept it.
- Long News Releases – One killer page is all you need. If the media want more, they’ll ask for it.
- 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.
- Lack of Preparation – Know exactly what you want and what the media wants.
- Small Talk – Most media people are to busy to gab so get right to the point. Be clear and brief.
- Overkill – Media kits that weigh as much as your Cocker Spaniel turn off the media. Less is more.
- 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.
- 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.
- Name Dropping – Nobody likes name droppers. Unless a celebrity is directly involved, they seldom change a story’s value.
- Lack of Focus – Stories that focus on the source, instead of the audience, generally do not appeal to the media.
- 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.
- 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.
- Not Following Up Requests – If the media requests something and you don’t respond promptly they will consider you unreliable and unprofessional.
- Same Ideas – Don’t repeatedly send the same idea, no matter how cleverly you repackage it.
- 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”
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