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ARTICLE:
National Producer “Do’s and Don’ts”
by Tami DePalma
Imagine . . . what would it be like to walk into a room and have
every single media contact that you've ever wanted to connect
with sitting there, ready, willing and open to talk to YOU?
You have their undivided attention. You've got no competition.
Nobody else is trying to “one-up” you with their crafty, clever,
polished presentation.
It's just you.
You and them.
What do you say?
What could result?
How could this carve the future for your book?
How would it help you get your message out?
Could this be the key to help your book become a bestseller?
But let me back up for a minute…
My Grandma, now 90 years old, always told my mom,
“That Tami. If there’s one thing she CAN do, it’s
ANYTHING she puts her mind to!”
One of the greater moments of my career began when I put
myself into the situation of having to prove Granny right . . .
I had caught wind that an impressive publishing event was being
organized. Hoping to earn a coveted position on a platform of
impressive publicists, I needed to stand out. To be different. To
offer what none of the other publicists could offer.
When talking to the organizer of the conference, I opened my
mouth, and out it came. “Wouldn’t I be the only publicist who
could guarantee to bring to your conference a media panel that
includes producers from all of the national TV morning shows?”
I don’t know who was more surprised. Him or me.
To this bold statement, his answer was “YES!”
And the game of proving Granny right had just begun.
After a series of clever ideas, several catchy emails, and a
handful of phone calls, we convinced the producers of ALL
FOUR morning news programs -- The Today Show, Good
Morning America, The Early Show, Fox and Friends -- to appear,
live and in person, at a panel for about a hundred publishers like
you. As an added bonus, a reporter for Time Magazine was
happy to join us.
On the morning of the event, one-by-one, we picked these
producers up at their homes in a limo. En route we got 45
precious minutes to hear straight from their mouths, the secret
strategies authors use to get on their shows . . . and some trashy
tactics that have gotten others blacklisted forever!
Boy, did we get an earful of hot, hearty “Do’s and Don’ts”!
Here are 8 of the “Do’s” and 4 “Don’ts” for reaching national
media that we heard that day.
Some of these tips will seem basic. When you read them you’ll
think “of course I would not do THAT.” But the fact is, authors
and publishers like you DO make these mistakes. I assure you.
And other tips will surprise you. Even if you have made a zillion
calls to the media, you’ll find an amazing new way to reach the
media, or you’ll discover what has in the past gone wrong, and
how you can make it “right” for your very next round of calls.
DO
Pitch them – even if you are a small publisher. Despite what
most publicists want you to believe, many media contacts don’t
mind when prepared, professional authors call (but ONLY when
the authors have been trained in media etiquette!). Some media
contacts even appreciate this opportunity to “pre-interview” their
potential guests.
DO
Voice mail? Speak slowly. Annunciate. Start with your name and
phone number. Provide a quick synopsis that includes the
problem you solve, how you provide the solution and your
credentials. This must fit in 10 seconds! Leave your phone
number again at the end of the call. Most messages that exceed
30 seconds are deleted.
DO
Breaking News? Call ASAP to be one of their experts. (And
ASAP could mean at midnight, or 3:30 in the morning. Just
because YOU work 8-5 doesn’t mean THEY do!) Support your
phone call with a one-page fax that details complete information
and credentials. Do it NOW. Tomorrow may be too late.
DO
Help them. Very few national media contacts have unilateral
authority to decide to have you on their show. The person you
are pitching usually has to convince others to have you on their
show. Anticipate the questions he or she will be asked by other
producers. The more ammunition you give them to convince their
entire team, the more likely you will land the show.
DON’T
Don’t contact producers for shows that you have not watched in
the last 3 months. It is not their job to tell you what their show is
about, how it is pulled together, and who watches it. Only send
topics that their audience is already interested in (not what you
think their audience SHOULD be interested in!).
DON’T
Don’t start a phone call with “Did you get the information I sent
you?” If you’ve ever been in a newsroom, you know how
ridiculous this question is. And if they didn’t get the information
you sent, don’t argue about it if they say they didn’t receive it.
Just smile and send it again. (And rejoice in the fact that the
intern in the mail room or the person who swiped the kit of the
media contact desk really needed to hear your message. OR
appreciate that any mail delivery system has its flaws!)
DON’T
Don’t call when news is breaking UNLESS your story is related
to the breaking news. Don’t call when war breaks, planes crash,
kids are abducted, celebrities are having their day in court, or
when the weather becomes the news.
DON’T
Don’t call late on Friday. Don’t call if you are unable to remain
objective. Don’t call if you cannot handle rejection. Don’t insist
that you "deserve" to be on their show.
Want more?
You can get 45 tips like these by requesting our special report on
National Media Do’s and Don’ts. If you’ve ever wondered if you
should email, send a media kit, just jump on the phone, this is a
MUST HAVE report.
The amazing report that includes more than 45 Sizzling Tips
straight from the morning show producers is available to you at
no cost.
HOW DO YOU GET THIS REPORT?
My friend and colleague Steve Harrison is sponsoring the
National Publicity Summit, January 26-29, 2005 in New York City, a
unique conference where you get to personally meet top
journalists and producers and pitch your story to them.
When you sign up to receive information about the National
Publicity Summit we'll send you access to the report f-r-e-e:
Publicity Summit ReportJust sign up for the info above and send an email to me
tami@marketability.com
Subject line - "Publicity Summit - Report"
and I'll send you immediate access.
Even if you don’t end up signing up for the National Publicity
Summit, this special report on National Media Do’s and Don’ts
will help you edge-out the other authors and publicist vying for
attention from the national media.
Now I understand that you may not yet be ready to commit to the
National Publicity Summit.
But if you are interested in getting national exposure for your
book, it makes sense to begin to educate yourself on what it will
take. Being informed is the best way to know whether or not you
should attend!
Request their information by clicking the link above. And we’ll
give you the special report that gives you 45 tips straight from
four major national media contacts.
Publicity Summit Report
