As you may know, I am a publicist, but what you may not know is how much I LOVE results. It is my main focus when working with my clients whether I am doing all the work for them, teaching them to do it themselves, or when it’s a combination of the two.
Now, I know there are those who say publicity is all about visibility and you can’t say exactly what the results will be, and that’s true….but the bottom line is, I have got to see results. It is my crack, I must confess, and it’s what my clients want too.
Wherever you may fall on the continuum between having someone secure publicity for you, or doing it yourself, there are fundamentals to landing coverage that will always remain the same. (Yes, I know life is filled with change, but there are some things we can count on: Death, taxes, and publicity fundamentals.)
So, this is the beginning of a new series — a “cheat sheet” if you will.
There are three parts to publicity:
- Landing it.
- What to do once you land it.
Landing it consists of all the steps you need to take to draw media in. It’s all about getting their attention in a pretty noisy world including honing the message, being succinct, having a great hook, and how to create sound bites.
What to do once you land the coverage includes giving them what they need to cover the story, whether it’s b-roll, graphics, pictures, talking points, etc. It’s how you communicate with them, understanding what is required of you, and quite frankly, coming across as someone who knows what they’re doing.
And finally, delivering. Delivering is being the savvy pro that you are within a context that may be foreign to you. It’s being magnetic and compelling so that the media person says, “Great guest!” and the audience says, “I have to know more!”
Next week, I’ll give you more of my secret tips that will help you do exactly this.
To your success!