Every night there are several "light stories" aired about human interest. A reporter may visit a unique restaurant, or a retired navy man who has turned a lifelong wood carving hobby into a profitable business: some of his hand-carved wooden horses sell for as much as $5,000.
A little creativity can turn a seemingly mundane business, or product, into an intriguing piece of information, that everyone wants to hear about. Everything contains a hidden unique angle waiting to be exploited. Your task is to find this intriguing piece of information so that you will be able to benefit from this powerful form of publicity.
Free publicity offered by newspapers, magazines, radio or television stations is probably the most effective form of "advertising" that you, or your product, can receive. People tend to believe the "objective" reporter more than they believe a paid-for advertisement.
Pay attention to your local radio and television news. These stations are constantly looking for "features" to air between the tradition "hard news" stories, which are often extremely depressing. Imagine, someone genuinely wants to give you free publicity. All you have to do is make yourself, or your product, known.
Discovering the secrets of free publicity is like solving a classic riddle: The answer seems impossible until it is revealed, then, it seems easy because it is so obvious.
These feature stories, like all of the ways of gaining free publicity, are mutually beneficial. Stations want to entertain viewers and fill air-time, and you want publicity for your book or product. Generally, stations will avoid thinly disguised or contrived "commercials." Therefore, you need to find the news value, the humor, or an unusual element in your product. YOU HAVE TO CREATE AN INTEREST.
Once you select the medium, choose the particular stations that will be most beneficial, and send them a press release. Submit your release as far in advance as possible in case there is additional information that you must provide. A good release is the KEY to receiving free publicity. Make sure that you have professionally prepared photos and letterhead and that your release is not written like an advertisement. It must be written concisely, be newsworthy, be of interest to the public, and be informational (not obviously promotional). A cleverly written press release will provoke enough interest in your audience to initiate sales.
Local newspaper and radio should be interested in talking with you since your story has local interest. Make sure that you tap your local media to both write up the story on your goods or services and to offer yourself as an expert in your field for future stories.
If the product you want to advertise is a book, a book review is one of the best sources of publicity possible. There are two separate markets---pre-publication and post-publication---and the approach to each is different.
Pre-publication reviews are directed toward the industry. Certain periodicals will review a book prior to publication so that the bookstores and libraries will have the opportunity to stock it before patrons start asking for it. About 90 days before your book is to be published, send a copy, with a cover letter, reply card, news release and prior write-ups to the various journals or directories that publish book reviews. The local library is a great source for finding publications to send your release to.
Post-publication reviews are done by book reviews and appear in newspapers and magazines. Book reviews are probably the most effective way to get your book publicized...and especially because they're free! To get your book reviewed, you must send them a carefully prepared press kit. They receive thousands of books a month, so your kit must generate some interest. You also want to call the publication 1-2 weeks after sending the book just to verify that they received the book and to state that you're available to answer any questions they may have.
Make a list of the talk and "news magazine" shows that deal with the topics and concerns relevant to your product or service. Once you have a show in mind, find out who produces the show and make contact. Remember: Do not begin by telling him or her that you have a product you are trying to promote: instead, try to think in terms of what he or she wants...and that it is an interesting segment for their show.
Whether your first contact is through the mail or over the phone, make sure that you know the name of the person you need to talk to.
All TV and radio stations (or shows) have:
Use this list to call the appropriate person. You should typically start with the producer to the show. Try to think about how many stories that this person must line up for their show and how happy they would be with you handing them a story on a silver platter.
If you can convince the producer, reporter, or whomever, that the story you have to publicize has some appeal, and that you are interesting as well (this is especially important when approaching and "interview type" show), then your chances of earning free publicity to promote your product are great.
The publicity you gain will do you no good if you are not prepared to take advantage of it. Before you begin contacting broadcasters, make sure that you can meet any potential demand for your product that the publicity may generate. Have an attractive circular printed up and ready to send out to those who request more information about your product. If you are unable to fill all the orders promptly, or respond to all the interest in your product that a powerful publicity campaign may generate, then your efforts will be wasted.