some sweet equity if you want good publicity
Perhaps some of you haven't noticed the red heart cut-outs
in all the windows or the "What to Get Your Sweetie for Under
$10" articles on msn.com but it's February, the glorious
month when we take time to profess our love to that special
man, woman or chocolate bar.
Since the idea this month is to focus on relationships, I'd
like to promote myself as an expert "matchmaker." You want a
date with the media? You got it. You want the reporter eating
out of the palm of your hand? No problem. Public relations can
be boiled down to finding the right news reporter to report
on your story. Here are just a few things to remember when wooing
Say the Right Things to the Right Person at the Right
Yes, that is a lot of things to get right, but don't
fret. It's quite easy. Rule #1: Don't say "Your blue eyes
make me melt" to a green-eyed person when that person is about
to sneeze. That would be wrong, wrong and wrong. What you
should do is find the right time to contact a media outlet
by looking at editorial calendars and reading their most recent
articles. Find the right reporter by searching by beat or
topic specialty. Then say the right thing by being relevant
and pertinent to their beat.
Don't Exaggerate the Truth to Try and Score Points
Don't claim to be an expert on the recession when all you
are familiar with are receding hairlines. Talking yourself
up does no good in the dating world nor does it do anything
in the business world, besides give you a bad rep. Using a
fabricated story to make yourself look better will backfire
every time. Remember, reporters do their research. Be truthful,
yet tell your news in a captivating way. It is similar to
the art of joke-telling. It is all in the delivery.
You need to deliver your message yet avoid going overboard.
Keep a Good Thing Going
When a date goes well, what
do you do? Call and ask for another. If a story about you
or your company runs well, keep the reporter who wrote it
in your "Hot Contacts" list. Forget the "wait
three days" rule. When you again have information that
would interest the same reporter, don't just sit on it, wishing
and hoping that the reporter calls you. Think of it this way:
Every relationship needs reassurance. Reassure reporters that
you are a credible source by sending them information and
ideas to help with their stories.
Once you've established that relationship, you need to keep
it going and keep it strong.
These tips will put you on the fast-track to finding the perfect
media match, but if you prefer, you can always resort to those
red heart cut-outs and "What to Get Your Sweetie for Under $10"
articles mentioned previously.
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