Staying Clear of PR Pitfalls

by L. Drew Gerber

Mistakes will naturally be made in a do-it-yourself publicity or marketing campaign. But if you know some of the common ones before you start, then you’re one step ahead in the game.

Here are five mistakes to avoid in a DIY publicity campaign:

1. Pitching Off Topic

This is common sense, or so it would seem, but you’d be surprised how frequently it occurs. You have to know, inside and out, what you are pitching and to whom you are pitching it. Don’t pitch your “law of attraction” approach to business performance to a button-down, conservative business journalist.

2. Sending Attachments

Don’t send them! Create an online press kit instead. By embedding the link to it in your e-mailed pitch, you’ll be making it easier for the journalist to stay organized, giving them more time to focus on you and your pitch.

3. Waiting

If, after reviewing your online press kit, the journalist contacts you, do not wait a week or even a day to respond. Get on it. They’re on a deadline and so are you. Your publicity success depends on a fast response.

4. Using Your Cell Phone

When it’s time for your interview, make sure you call in on a landline. A dropped call or a bad connection can lead to confusion, wasted time, or worse for you and the person interviewing you. Good crisp connections are key in achieving the publicity results you desire.

5. Self-Promotion

Take a promotional break. When you’re being interviewed, remember that the interview is your promotion, so let it do its stuff. There’s no need to say, “In my book…” 15 times. Take a backseat to the interview’s power of promotion and enjoy the publicity results.

Remember, you have to sell yourself to the media. Every mistake you avoid will raise your value even higher, allowing you to gain the media attention and the publicity results you deserve.

Marketing expert L. Drew Gerber is CEO of Blue Kangaroo, Inc., co-founder of Wasabi Publicity, Inc., and creator of www.PitchRate.com, a no-charge media tool that moves the best interviews to the front of the line for journalists and producers.

His companies handle international PR campaigns and his staff develops online press kits for authors, speakers and companies with PressKit 24/7, a technology he developed.

E-mail him or call him at 828-749-3182.

Mar.
2010

Posted in Public Relations