1. Pam Lontos Column: Hook the Media

2. Inspirational Quote

3. Calendar of Events/Publicity Opportunities

4. This Month Our Clients Have Appeared In…

5. Guest Column: Brian Jud on How to Sell More Books to Corporations

6. Guest Column: Dan Poynter on Increasing Sales without Expanding Inventory

7. Have a Need for Publicity?

1. Pam Lontos Column: Hook the Media

How can you differentiate yourself from your competitors in troubled economic times? The best way to attract more clients and customers is to create a level of celebrity for yourself that only the media can bring, and because today’s media are more fragmented than ever before, you will need to reach out to many different types. While they all do things a bit differently and cover different topics, one thing will remain consistent when it comes to you getting coverage: the hook.

Even though one publication may appeal to a narrow audience, or an Internet news site may focus on a single topic, or a radio talk show treat just one subject line – even with that reality you can still appeal to them all if you have a great hook.

What is a hook? It’s the essence of your story, the angle, the concept that can be boiled down to a few words that make the reader or listener tingle with anticipation about what comes next. In a way, your hook is the bait, like a headline that makes someone want to read the whole story.

You may adapt your hook when moving from one medium to the next, but its core essence will remain the same. Suppose, for instance, your expertise is in helping business and organization leaders produce better results through a focused, fired-up and capably led workforce.

For a press release about why business leaders should consider corporate culture and employees’ perspectives during mergers and acquisitions, the merger of Northwest and Delta became the hook. The release was successfully pitched as “Why Delta/Northwest Merger is a Bad Idea.” This hook resulted in two interviews with major city newspapers.

But that same hook could also be used to approach a syndicated how-to columnist or a general-interest magazine editor with a more consumer-oriented twist on the idea, such as “How to Reduce Your Pink-Slip Chances When Your Company Merges.” Or you could write a feature or op-ed article such as “The Delta/Northwest Merger: What They Didn’t See Coming.”

You can get a lot of mileage from a single hook. Just remember to keep your hook angled to what the media are looking for. Here are examples of hooks – and how they came about – that succeeded in generating rich media coverage. You will easily see how your own experiences, knowledge and expertise can be mined in a similar way.

o Hook: “Obama out-Googled McCain: Do you?” Area of expertise: Search Engine Optimization, specifically how small business owners can maximize their Internet exposure. The idea: How small business owners should use Google keyword search results to better understand how their potential customers search the Internet. The news angle: the presidential election, which was then in full swing. Research showed that Barack Obama had 100,000 more searches than McCain, therefore he was the more popular search, which gave an unprecedented view into the mind of the searchers.

o Hook: “Will Microsoft survive Gates’ retirement?” Area of expertise: business consulting, specifically how organizations achieve success by adopting a practical framework of thinking during times of change and opportunity. The idea: adapting to large changes and transitions in the business world. The news angle: Bill Gates’ retirement and Microsoft’s predictable adjustment process.

o Hook: “Trick or Treat? Halloween Etiquette Rules for the Office.” Area of expertise: business etiquette. The idea: how to incorporate the fun, party aspect of Halloween at work, but in an office-appropriate way. The news angle: Halloween!

And here are three hooks that tied directly to serious breaking news. These hooks scored homeruns with the news media:

o When President Bush announced his new green initiatives, an environmental expert felt his action steps were too small for any kind of environmental change. She wrote a strong opinion editorial commenting on this timely issue, which was picked up by several newspapers.

o When Heath Ledger’s death was exposed as an accidental overdose derived from mixing too many prescription medications, a medical doctor and clinical pharmacy specialist was the perfect source for stories on this topic. Several celebrity magazines agreed to interview him, including Star Magazine and US Weekly.

o When a major earthquake hit China, a disaster readiness and recovery expert spoke with authority on preparedness and why China recovered so quickly when compared to Myanmar. This resulted in an interview with the Associated Press, which was distributed internationally.

As you can see, it doesn’t matter what the source of your expertise is. You may be Joe the Plumber or you may be a life planner. You may be an alternative-medicine author or you may be an accountant. Whatever your field, you offer a unique perspective because of your background, so use this to your advantage as you develop a hook.

Adaptation is the foundation for creating your hook. Use the examples above as inspiration. Soon you’ll be developing your own unique hook with each Web site, magazine, newspaper or talk show you approach to get more interviews and more articles published. Watch your scrapbook – and your fame – grow!

Pam Lontos is the president of PR/PR, a public relations firm that specializes in professional speakers, authors and experts. An author, speaker and former VP of Disney’s Shamrock Broadcasting, Pam knows the ropes of getting you good publicity and how to use it to boost your bookings or book sales. She is also author of the new book, “I See Your Name Everywhere!” Call for a free consultation: 407-299-6128 or visit: www.prpr.net.

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Special Announcement!

PR/PR Now Offers Social Media Marketing

If you want to see your name everywhere on the Internet, we have what you need!

- Stand out from the competition

- Get your name and products on the best sites

- Book more speeches and sell more products online

- Use social networking sites to drive business to your Web site

Call Pam for a free consultation: (407) 299-6128 or e-mail: Pam@prpr.net

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2. Inspirational Quote for the Month:

“Your rewards in life are in direct proportion to your service.”

- Earl Nightingale

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3. Calendar of Events/Publicity Opportunities

If your expertise fits any of these topics, take advantage by sending out a press release to newspaper, television and radio stations, or call up the media directly! For example, if you are a communications consultant, expert, speaker or author, you’ll want to let the media know about your expertise for “Effective Communication Month” in June. You can share your advice on how to break the ice, communicate effectively at the office, improve listening and communication skills, and more.

Use these dates to create your own media opportunities by writing press releases on these topics, contacting radio stations in your area, or becoming a featured expert on television or in print:

- June is Effective Communication Month- Created to improve and commit to more active listening, verbal language, paralanguage, body language and written communication.

- June is Entrepreneurs “Do It Yourself” Marketing Month- This is a time to stand out from the competition and get more media attention and clients, while still achieving your goals. This is done by applying, discovering and applying creative and effective problem solving marketing ideas, and removing barriers that are in your way.

- June is Professional Wellness Month- A month designed for professionals to increase their worth in the marketplace by adding to their company and customers, being accessible and reliable, and increasing their skills and learning their business completely.

- The second week in June is National Business Etiquette Week- This is the time to recognize your own organization’s need for proper business etiquette and intelligence in order to compete in a growing global marketplace.

- The third week in June is Meet a Mate Week- Created to inspire singles who are seeking a mate to take advantage of the summer by pursuing warm-weather meeting opportunities.

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4. This Month Our Clients Have Been Featured In…

Star Magazine Dr. Maurice Ramirez on “Medical Diagnosis”

Go, Air Tran Airlines Nathan Jamail on “Sales and Giving Away Your Products”

Best Health Theresa Rose on “Body Image”

Sacramento Bee Theresa Rose on “The Recession is a Good Thing”

My Family Doctor Dr. Donna LaMar and Betsy Laney on “Health Tips” LavaLife.com Theresa Rose on “New-Age Love Tips”

Success Magazine Pat Heydlauff on “Home Office Efficiency”

MSN.com (Small Business) Jay Arthur “How to Recession-proof your Startup”

La Opinion Dr. Maurice Ramirez on “Swine Flu”

1320 AM – Michigan Dr. Maurice Ramirez on “Swine Flu”

3WZ radio – Lexington, VA Dr. Maurice Ramirez on “Swine Flu”

America Tonight radio Dr. Maurice Ramirez on “Swine Flu”

KWIX – Moberly, MO Dr. Maurice Ramirez on “Swine Flu”

CKNX Radio, Ontario, CAN Dr. Maurice Ramirez on “Swine Flu”

TalkStar Radio Dr. Maurice Ramirez on “Swine Flu”

The Daily Buzz Dr. Maurice Ramirez on “Spreading Germs”

WTIC News, Hartford, CT Dr. Maurice Ramirez on “Swine Flu”

850 KOA, Denver, CO Dr. Maurice Ramirez on “Swine Flu”

CBS Radio Dr. Maurice Ramirez on “Swine Flu”

Reelz Channel Dan Burrus on “Terminator Cyborgs”

MyBusiness Magazine Nathan Jamail on “The Upsell”

Law Office Administrator Theresa Rose on “Annual Reviews”

Wearables Jay Forte on “Handling Rapid Growth”

Law Office Administrator Jay Forte on “Workplace Personalities”

Athens Banner-Herald Pat Heydlauff on “Spring Cleaning with Feng Shui”

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5. Guest Column: Brian Jud on How to Sell More Books to Corporations

Publishers seeking sales in non-bookstore markets often think only in terms of selling to retail outlets such as discount stores, warehouse clubs, airport stores or gift shops. However, there is an often-overlooked segment made up of buyers that frequently purchase books in large quantities, pays in 30 days and does not require a distributor. This niche is comprised of companies that buy books not necessarily for re-sale, but to motivate their sales forces, educate their employees, improve their images or use as sales incentives to sell more of their products.

This market can be lucrative, if you know how to sell to the buyers. This begins with an understanding of why they might use your books to improve their circumstances, to make their companies more profitable. An appeal to traditional buying motives may not work under these conditions.

The people with whom you will be negotiating are skilled professionals, used to dealing with knowledgeable, competent sales representatives. The buyer is probably not the Purchasing Agent for the companies, but perhaps the Human Resources Manager, Sales Manger or Brand Manager. The content of your book will determine the prospective decision maker.

Many of these businesspeople have never thought about using books as promotional tools. So if you come across as a consultant with ideas to help them, you are more likely to make the sale. If you know how they could use your titles to sell more of their products or services you will find a willing ear. Below are suggestions to fuel your discussion. Use this list to help plan how they might best use your titles.

1) Human Resource planning. If you have a concept that would help employees plan for their retirement, ask people in the Human Resources department if they could use your titles in their retirement-planning programs. They might also consider titles that would help them implement other parts of their benefit programs.

2) Training and motivation. According to Frank Fochetta (VP, Director of Special Sales and Custom Publishing at Simon & Schuster), “Companies such as Herbal Life and Amway buy motivational and business books to resell to their distributors.” In many other businesses, managers regularly seek new ways to train and motivate their employees, too. Your titles on leadership, motivation, self-help, selling techniques or new business topics could be useful to these executives.

3) Gift to customers. Fiction and nonfiction titles may be the perfect gift for customers, employees or to recognize unusual events or special marketing periods. Mark Resnick (partner in FRW Company) tells us, “Some cruise ship lines, give passengers a thank-you gift upon departing the ship. Sometimes they use a book about one of the destination ports as the souvenir.

4) Sell through their stores. If companies have stores for employees, either on the premises or online, they may purchase your books for resale. Majors Internet Company provides a service called The Company Bookstore. This is a business-to-business solution for selling books to employees of corporations. In effect, Majors puts a bookstore inside the corporation. Purchasing managers, Corporate Library Professionals, and Information Service Managers can link to a customized version of the company bookstore to offer employees access to a comprehensive database of titles.

Brian Jud hosts Book Central Station where you can find rated lists of suppliers to help you write, publish and market your books. Post your own reviews and add your favorite suppliers. For a free trial, go to http://www.bookmarketingworks.com/judslist/trial.asp Contact Brian at P. O. Box 715, Avon, CT 06001; (800) 562-4357; brianjud@bookmarketing.com or go to http://www.bookmarketing.com.

Need Help Marketing Your Book? Get free book-marketing tips every other week in Brian Jud’s Book Marketing Matters e-newsletter. Go to: www.bookmarketing.com to sign up!

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Guest Column: Dan Poynter on Increasing Sales without Expanding

Inventory

How can a new, one-book author-publisher reach quantity of scale? How can he or she increase sales?

One way is to carry other books on the same subject but you do not want to pay for them and a 40 percent discount is not enough. Instead, look for other books that compliment your book. Think: “If a person were to buy my book, shouldn’t they also buy this similar book?” Hopefully they realize it is cheaper to buy several books on a subject than to make a mistake.

Contact other (small) author-publishers (there are 86,000 to choose from) and offer to exchange a few cartons of books. Now you each have two offerings—at no additional investment. You traded your books for their books. Add the new title to your website, etc.

For example, I wrote “The Expert Witness Handbook.” Rosalie Hamilton wrote the “Expert Witness Marketing Handbook.” They are complimentary; they do not compete. Rosalie and I exchange several cartons of books at a time. See http://www.parapublishing.com/subsites/expertwitness/ and

http://www.parapublishing.com/sites/witness/information/product2.cfm

Now here is a larger advantage: you can afford to wholesale the other title; you can give 40 percent or more off for quantity orders. One customer buys quantities of each book from us for their conference. You can give them a full discount on both books because each title cost you just the printing price. Think about that and consider carton exchanges.

It is easier to trade cartons of books than to write another book.

Unleash Your Inner Author…

RESOURCE FOR BOOK WRITING, PUBLISHING AND PROMOTING

Dan Poynter’s F-R-E-E e-zine: http://parapublishing.com/sites/para/resources/newsletter.cfm

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Use the Media to Get Your Career to the Next Level in 2009

Order “I See Your Name Everywhere” NOW!

Go to Amazon.com or e-mail: Pam@prpr.net for your copy!

“If you only choose one PR manual, make it I See Your Name Everywhere.”

-Bob Danzig, Former CEO Hearst Newspapers, Author and Speaker

Check out the in-depth publicity advice in Pam Lontos’ new book, “I See Your Name Everywhere” published by Morgan James. Order now for $12.95 plus shipping! Pam’s first book, “Don’t Tell Me It’s Impossible Until After I’ve Already Done it!” is available at $12.95 or you can order both for the combination price of $19.95 plus shipping.

Order yours today at: pam@prpr.net or call: 407-299-6128.

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7. Have a Need for Publicity?

PR/PR can help you with all of your publicity needs, from magazines and newspapers to television, radio and online media. If you want to sell more books, get more speaking engagements and be hired for more consulting jobs, you need publicity.

To receive a FREE consultation, contact Pam Lontos, President of PR/PR:

407-299-6128 or email: pam@prpr.net.

1. Pam Lontos Column: The Dos and Don’ts of Dealing with the Media – Part Two

Here is the second half of Pam’s article on the tried-and-true ways to get the most out of your media contacts, and ensure reporters, editors and producers answer your calls and respond to your e-mails:

8. DON’T expect the media to cover your topic when another story is dominating the news. DO be aware of what is happening in the news and tie your topic into those stories. Natural disasters, big trends such as the failing economy, harmful lead in children’s toys – the headlines will shape the media’s agenda. DO wait 24 hours to pitch your topic if you can’t tie it in with the news.

9. DON’T delay when returning calls from reporters or fact-checkers. DO understand journalists are on deadline and need to speak with you now. If you snooze, you may lose the chance for an interview.

10. DON’T call a magazine a week before a big holiday, such as Valentine’s Day or Thanksgiving, with your holiday-themed idea. DO remember that magazines put out holiday issues four or five months in advance. Time your pitches well.

11. DON’T leave your contact information off your press releases or e-mails. DO err on the side of giving too much information. Leave behind or mail in a business card. Send a follow-up email with your phone number. Put all contact information on your news releases.

12. DON’T just talk about what’s important to you during an interview. DO answer the questions asked during the interview. You need to be responsive to the questions asked by the interviewer, or else the interviewer will be frustrated and never want you back. Also – you need to know for a fact that the information you’re giving out is accurate. DON’T give out information unless you’re sure of it.

13. DON’T demand the article mention your company, your products or the book you have written. DO be happy that you are being interviewed! DON’T try to overly control the outcome. You’ll seem pretentious or worse if you try to put conditions on the interview, such as insisting you are the first person quoted in the story or the only expert mentioned. High-and-mighty attitudes will get you dropped from the interview lists immediately.

14. DON’T complain if the reporter gets the slightest thing wrong in the story. DO be happy if the reporter includes you, even if he or she left out a point or quoted someone else more than you. A mistake that seems big to you may be small in perspective. DON’T ask for a correction unless it’s absolutely necessary.

15. DON’T contact the reporter’s boss – editor-in-chief – or the publisher if you’re unhappy with the way the story turned out. DO let an interviewer or reporter know if you’re unhappy, but do it respectfully, remembering to listen during the conversation. He or she may say something that will change your feelings. Always try to work out the difficulty directly with the journalist – it will deepen your relationship in the long run.

Work these do and don’t practices into your behavior when dealing with the news media, and soon have the media relationships you’d always hoped for. Exercise a little courtesy and common sense, and you’ll have the reporters and producers seeking you out time after time.

Pam Lontos is the president of PR/PR, a public relations firm that specializes in professional speakers, authors and experts. An author, speaker and former VP of Disney’s Shamrock Broadcasting, Pam knows the ropes of getting you good publicity and how to use it to boost your bookings or book sales. She is also author of the new book, “I See Your Name Everywhere!” Call for a free consultation: 407-299-6128 or visit: www.prpr.net.

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Special Announcement!

PR/PR Now Offers Social Media Marketing

If you want to see your name everywhere on the Internet, we have what you need!

- Stand out from the competition

- Get your name and products on the best sites

- Book more speeches and sell more products online

- Use social networking sites to drive business to your Web site

Call Pam for a free consultation: (407) 299-6128 or e-mail: Pam@prpr.net

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2. Inspirational Quote for the Month:

“The man who has no imagination has no wings.”

- Muhammad Ali

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3. Calendar of Events/Publicity Opportunities

If your expertise fits any of these topics, take advantage by sending out a press release to newspaper, television and radio stations, or call up the media directly! For example, if you are a productivity consultant, expert, speaker or author, you’ll want to let the media know about your expertise for “National Effectiveness Week,” in May. You can share your advice on how to create a more efficient workplace, the benefits of managing your time better, and provide insights on improving productivity at home and work.

Use these dates to create your own media opportunities by writing press releases on these topics, contacting radio stations in your area, or becoming a featured expert on television or in print:

- National Family Month is May 10- June 21. National Family Month is a celebration of the American family. Annually, from Mother’s Day through Father’s Day this national observance celebrates strong and supportive family ties.

- National Family Week. May 3 – 9. Traditionally the first Sunday and the first full week in May are observed as National Family Week in many Christian Churches. National Family Week is a celebration of the American traditions, the values of family life and the importance of our beloved one’s.

- International New Friends, Old Friends Week. May 17 – 23. A week to celebrate and make time for old friends and new friends and remember how vital friends are for our emotional and physical health and well-being and even professional or career success.

- National Effectiveness Week. May 18 – 22.This week, promote tolerance of different styles of getting things done. We celebrate National Effectiveness Week to get the importance of getting things done with minimum stress.

- May 2 is Kentucky Derby Day. The Kentucky Derby is the America’s premier Thoroughbred horse race, inaugurated in 1875. The race is held annually in Louisville, Kentucky on the first Saturday in May, and is held at Churchill Downs.

- May 10 is Mother’s Day. Call your mother!

- May 25 is Memorial Day

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4. This Month Our Clients Have Been Featured In…

Star Magazine Dr. Donna LaMar and Betsy Laney on “Cycle of Violence”

Communication Bulletin Jay Forte on “MaxPerformers”

Go, Air Tran Magazine Nathan Jamail on “Sales and Promotion”

MyBusiness Magazine Nathan Jamail on the “Art of the Upsell”

Go, Air Tran Magazine Nathan Jamail on “Sales and Giving Away Your Product”

Best Health Theresa Rose on “Body Image”

Sacramento Bee Theresa Rose on “Is the Recession a Good Thing”

My Family Doctor Dr. Donna LaMar and Betsy Laney on “Health Tips for Women”

LavaLife.com Theresa Rose on “New-Age Tips for Getting Love”

Go, AirTran Airlines Linda Bishop on “Sales & Promotions”

ECT News Network Heather Lutze on “Google’s New Features”

Working Mother Lauren Rikleen on “Using Flex Time to Reduce Expenses

Future Intelligence Dan Burrus on “Real Estate and Technology”

PayScale Ron Price on “When to Ask for a Raise”

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5. Guest Column: Brian Jud on Mix and Match Your Promotion (Part Two)

Here are the rest of Brian Jud’s tips on creating the right promotional mix.

6) You create a promotional frame of mind. As you begin to see results from your efforts, you will feel a sense of momentum, a belief that your big break will occur soon. You never know where or when it will appear, but you know that if you persist, something will happen to jump-start your sales.

7) You receive an implied endorsement. Media appearances create an implied endorsement by the medium itself and by the show’s host. The loyal viewer may decide to buy your book simply because you were on his or her favorite show.

8) You create additional opportunities. You never know who will be in the audience. There could be a publisher looking for the rights to a book just like yours, a meeting planner seeking a keynote speaker, the regional buyer for a national book chain or the person who arranges guests for a national talk show.

9) You grow professionally. Most media appearances begin with a question by the host to establish your credentials. As your qualifications are repeated over and over again, you will rapidly become the expert to whom people will come for advice.

10) You study and practice. Do not seek an appearance on a national show immediately. Instead, take the time to learn how to be a good guest. Study and practice the skills that will enable you to make a superior performance.

11) You reap personal benefits. Evaluate your performances by objectively critiquing yourself and practicing what you can do to improve the next time. Subsequently, you will grow personally and professionally.

Brian Jud hosts Book Central Station where you can find rated lists of suppliers to help you write, publish and market your books. Post your own reviews and add your favorite suppliers. For a free trial, go to http://www.bookmarketingworks.com/judslist/trial.asp Contact Brian at P. O. Box 715, Avon, CT 06001; (800) 562-4357; brianjud@bookmarketing.com or go to http://www.bookmarketing.com.

Need Help Marketing Your Book? Get free book-marketing tips every other week in Brian Jud’s Book Marketing Matters e-newsletter. Go to: www.bookmarketing.com to sign up!

***********************************************************************

6. Guest Column: Dan Poynter on Encourage Reader Feedback

Writing and publishing your book is not the end of your literary involvement. When readers have questions, authors have a responsibility to respond by email, mail, telephone and in person at book signings and other events.

Use these opportunities to gather material for the book’s revision or your next book. Maybe you were not clear enough in your writing or perhaps the customer is interested in an important area you did not cover.

Bernard (Bear) Kamoroff, CPA, of Bell Springs Publishing, displays at book fairs and other industry events for the express purpose of gathering user feedback for Small Time Operator (23 revised editions and 53 printings in 21 years). At one fair, a woman said the business book was not for her because she was self-employed. So, Kamoroff added to the

cover: “For All Small Businesses, Self-Employed Individuals, Employers, Professionals, Independent Contractors, and Home-Based Businesses.” Also, due to customer feedback, he has increased the index from three pages to seven.

“Oh—I listen more and talk less. You can’t learn anything when you’re talking”

—Bing Crosby (1904-1977), American singer and film actor.

If people are asking questions, they like your work. Note their questions and your responses in a “correction copy” of your most recent edition and keep it on your shelf so you will be able to easily find the updates when the inventory runs low. Put the new information in your next revised edition—and sell the book to them again.

Listen to your readers. Your best customer is one you have sold to previously.

Unleash Your Inner Author…

RESOURCE FOR BOOK WRITING, PUBLISHING AND PROMOTING

Dan Poynter’s F-R-E-E e-zine: http://parapublishing.com/sites/para/resources/newsletter.cfm

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Use the Media to Get Your Career to the Next Level in 2009

Order “I See Your Name Everywhere” NOW!

Go to Amazon.com or e-mail: Pam@prpr.net for your copy!

“If you only choose one PR manual, make it I See Your Name Everywhere.”

-Bob Danzig, Former CEO Hearst Newspapers, Author and Speaker

Check out the in-depth publicity advice in Pam Lontos’ new book, “I See Your Name Everywhere” published by Morgan James. Order now for $12.95 plus shipping! Pam’s first book, “Don’t Tell Me It’s Impossible Until After I’ve Already Done it!” is available at $12.95 or you can order both for the combination price of $19.95 plus shipping.

Order yours today at: pam@prpr.net or call: 407-299-6128.

************************************************************************

7. Have a Need for Publicity?

PR/PR can help you with all of your publicity needs, from magazines and newspapers to television, radio and online media. If you want to sell more books, get more speaking engagements and be hired for more consulting jobs, you need publicity.

To receive a FREE consultation, contact Pam Lontos, President of PR/PR:

407-299-6128 or email: pam@prpr.net.

If you want magazines and newspapers to feature you in their pages and TV and radio shows to have you as an expert guest, then you need to send out press releases on a consistent basis. After all, repeated media exposure is what helps you and your book become household names.

What exactly is a press release? A press release is a one- to two-page document that shows the media your newsworthy appeal. It’s a succinct way to present your unique angle and show the media how what you offer will benefit their audience.

Unfortunately, most speakers don’t know how to write an effective press release. In their attempt to entice the media to interview them, they inadvertently write nothing more than a long advertisement that ultimately ends up in the trash.

To get the media to contact you and help you build your name recognition, follow these 6 guidelines for effective press release writing.

1. Craft a compelling headline that solicits interest.
Your headline is the most important aspect of your press release, so spend extra time creating it. Use action verbs in your headline, and highlight a benefit you deliver. In your subhead, give extra details to back up your main headline. For example, “Retire a Millionaire in 5 Years or Less: New Book Shows You How.” If the headline doesn’t get the media’s attention, they’ll never read the rest of your release, no matter how great an angle you have.

2. Make your first sentence a grabber.
Just like your headline, your first sentence must draw people in. If you can’t get people to read past the first line, then all your hard work will be for naught. Use a startling fact or a shocking statistic that will make the media take notice. For example, “95% of all seniors retire in debt!” Resist the urge to begin with your name or book title. Even household name celebrities need a strong lead to get the media to take notice.

3. Tell your unique hook in the first paragraph.
Immediately after your first sentence, clearly state your “hook” or “angle” – the main thing that sets you, your topic, or your book apart from everyone else. What unique benefit do you offer the media’s audience? Research the problem that particular magazine’s or show’s audience has, and then relate your information to the problem’s solution. The only thing the media cares about is their readership or their ratings.  They get higher readership and ratings by appealing to their target audience. Understand that audience and what they need, and then tailor your press release accordingly.

4. Go heavy on the benefits.
Face it. The media doesn’t really care about you, your book, or your topic. All they care about is “What’s in it for my audience?” Simply describe your book, your topic, or your expertise, and they’ll trash your release. Instead, show them specifically how your information will help their audience. Provide solutions to their audience’s problems.

Example:
Wrong: “My strategies have helped thousands of companies create breakthrough results.”
Correct: “Imagine having all the clients you want, triple digit profit increases year after year, and customers who sing your praises on a consistent basis. Now that dream can become reality for your readers.”

5. Structure your press release professionally.
Nothing turns the media off faster than an unprofessional-looking press release. In the upper left corner write who you’re sending the release to. Include the media person’s name, title, and magazine or show title. Under that put the words “For Immediate Release” or “For Release On [insert date].” In the upper right corner, put your contact information, including your name, phone number, and e-mail address. Below all the contact information (yours and theirs), put your headline and subhead centered on the page. Keep your paragraphs short, and never write for more than two pages (one page is best).

6. Give your press release a logical flow.
A press release is not advertisement. So whatever you do, don’t structure it as one. Always present your release as follows:

First paragraph: State your hook.
Second paragraph: Develop your angle by stating benefits.
Third paragraph: Reveal your credentials.
Fourth paragraph: Do a wrap up.
Fifth paragraph: Call to action. Always end your release by offering to arrange an interview with the media contact. For example, “For more information or to interview John Smith, please call 1-800-555-5555 or email me@myemailaddress.com.

Get the Media’s Attention Today!
The more media attention you get, the more successful you’ll be. Potential clients will call you based on magazine and newspaper interviews, and the audiences you speak to will recognize you, and therefore trust you, from your TV and radio appearances. When you craft a press release that gets the media’s attention, you’ll gain the name recognition that can boost your speaking career to new heights.

About the author:
Pam Lontos is owner of PR/PR, a public relations firm that specializes in professional speakers, authors, and experts. Having been an author, speaker, and former VP of Disney’s Shamrock Broadcasting, she knows the ropes of getting good you publicity and how to use it to really boost your business. Call for a free consultation at (407) 299-6128, and sign up for a free publicity tips e-newsletter at www.prpr.net.

Every business needs a cost-effective way to keep their name, their products, or their services in front of their prospects and customers. For many business owners, publicity is the key to such recognition and awareness. When done correctly, publicity develops your name recognition, gives your business instant credibility, and ultimately leads to increased sales. And best of all, publicity is absolutely free.

Publicity can come from anywhere and in many different forms. It can be as simple as having a letter published in the editorial column of your local newspaper, or as dynamic as having a front-page article with your company’s name splashed across the headlines. Unfortunately, because of the many myths that shroud the whole concept of publicity, many business owners fail to seek it out.

Before you can get your business the publicity it deserves, you need to separate the PR facts from the media fiction. Below are the most common publicity myths and the truths behind them.

Myth #1 – I need to own a “big” business to get the media’s attention
While it’s true that big business names are common in magazine and trade journal articles, the fact is that big business makes up only a small percentage of the American economy. Most readers know the big business names, but they often can’t identify with them or their challenges. That’s why many magazines and trade journals are eager to hear the opinions and perspectives from owners of small and medium-sized businesses. So whether you’re a solo entrepreneur, a franchise operator, or a family business owner, find out what the reporters want and then enthusiastically give your slant on the topic.

Myth #2 – My business will be a household name from that one big hit
Getting mentioned in or interviewed by a major national publication with a circulation of over one million readers is certainly impressive. But will such a stroke of luck make your business a household name? Not likely. To become a household name, you need to develop “top of mind awareness.” What is top of mind awareness? It’s when people think of you first to fulfill their product or service needs. It’s when publications of all sizes quote you and publish your articles. It’s when customers and prospects say, “I’ve seen your company everywhere.” Most important, it’s when people purchase your products or services because they know your company’s name and they perceive you as the marketplace leader. The only way to get top of mind awareness (to become a household name) is through constant exposure in a variety of publications.

Myth #3 – I need to use big words to impress the interviewer
In most cases, the person interviewing you, as well as the publication’s readers, are not as intimate with your industry as you are. Therefore, they need the information you give them to be understandable and at a layperson’s comprehension level. The best approach is to avoid speaking with industry jargon or using techno-terms. Instead, speak as if you were explaining something for the first time. The simpler you can make your information, the better your chances of being quoted as the expert source.

Myth #4 – I need a unique theory or insight
While you don’t want to rehash old news, there’s no need to rack your brain for a totally new theory or perspective. The best approach is to present your findings, opinions, or topic of expertise in a new light – one that may be close to someone else’s, but that catches the reporter or editor’s interest. Perhaps you have information that can refute a recent claim or that shows how a current business challenge is affecting the publication’s target readership. When you simply put a new spin on a current theory or insight that interests the publication’s readers, reporters will want to present your findings.

Myth #5 – I can’t get my business into that publication
It’s common for small and medium-sized business owners to feel intimidated by the big name publications. They envision high-powered magazine editors schmoozing with big company CEOs and lining up interviews with well-known figureheads for the next six months. In reality, editors scramble daily to find people to interview who have knowledge on the latest trends and topics. Realize too that editors must find new and exciting people to interview either weekly or monthly, so the more knowledgeable people they can add to their database, the better. Make yourself stand out as a reliable information source and you will get the media’s attention.

Myth #6 – Small publications don’t matter
Small publications are just as important as the big ones. Why? Because you never know who reads them. You may think that a magazine with only a 10,000-15,000 circulation could never get your business the kind of publicity you want, but what if half of those readers were your target customers? Even better, what if your interview or article in a small publication prompted an editor from a large publication to call you? So target small publications as well as the large ones. As long as your information is interesting and accurate, you will gain more attention and get the publicity you need.

Getting publicity is the best way to promote your business. And when you know the facts of the PR business, you can attain the publicity you need easily and then use it to your best advantage. With a constant stream of good publicity, your business is destined to grow.

About the Author:
Pam Lontos is owner of PR/PR, a public relations firm that specializes in professional speakers, authors, and experts. Having been an author, speaker, and former VP of Disney’s Shamrock Broadcasting, she knows the ropes of getting you good publicity and how to use it to really boost your business. Call for a free consultation at (407) 299-6128, and sign up for a free publicity tips e-newsletter at www.prpr.net.

Finally! All your press releases and public relations efforts have paid off and you’ve scored an interview with a major magazine. Your hard work is done; now all you have to do is show up for the interview, answer a few questions, and your book will start selling like mad, right? Not so fast.

Granted, getting an interview takes great effort. But an interview doesn’t necessarily mean you’ll get quoted in the final article. If your image is unprofessional, if your information isn’t quite what the reporter wanted, or worse yet, if you come across as rude, then you won’t get plugged in the article and you definitely won’t get another chance.
So what can you do to make the right impression and help ensure that you’re quoted in the final article? Use the following five strategies for giving a great interview and getting the media attention your book deserves:

#1 Take Time to Prepare for the Interview
Whether you’re meeting the reporter for a cup of coffee or conducting the interview over the phone, you must be prepared. Before the interview begins, write three to five main points that you want to cover on an index card. That way you won’t struggle with an answer during the interview and you won’t forget to mention any important topics.
You can also use the points on your card as backup information. Reporters will inevitably ask you at least one question you don’t want to or can’t answer. In case you are unable to respond, you can say, “That brings up an interesting point…” then go on to one of your prepared statements. If this doesn’t work, offer to find out the answer to the questions and get back to them as soon as possible.

If your interview is over the phone, don’t be tempted to read scripted responses from a pre-printed sheet. Reporters can tell when your words are read off a page versus when you’re giving honest, unscripted answers.

#2 Be Polite and Easy to Work With
Magazine reporters are busy people with time sensitive deadlines to meet and editors to satisfy. So if you don’t respond to their calls and messages or if you’re late for the scheduled interview, then they won’t hesitate to move on and find someone else to quote.

During the interview, be helpful and show that you care about the reporter and their job at hand. Ask what you can do to make his or her job easier. Listen to their answer and be an eager, accessible source of information. Also ask the reporter if you are speaking too quickly. Despite available technology, many reporters still take notes by hand. Speak slowly so they don’t miss any of your points.

Everyone likes compliments, so always find something positive about the reporter to build rapport. Maybe you’ve read some of the reporter’s other stories, or maybe you like their shirt. Whatever compliments you can give, make them truthful and sincere. And don’t be pushy about what you want, because ultimately it is up to them whether they mention your book. Ask, “If you are able to, would you please put my book title in?” Remember, the reporter decides how much room to allow for your byline, web address, book title, price, etc.

#3 Give Plenty of Information
Many new authors fear giving away too much information to reporters. They think that if they say too much, then no one will need to buy their book. But spoiling your book in a few quotes is impossible. In reality, if you don’t give away enough information you probably won’t get quoted at all. Reporters usually interview at least two or three sources for each article. After a few interviews, if you notice that other experts get several paragraphs while you only get a sentence, or maybe you don’t get quoted at all, then you aren’t giving the reporter enough information. So be forthright, and answer the reporter’s question accurately and thoroughly. Don’t say, “You’ll find the answer to that on page 116 of my book.”

Also, let the reporter lead the conversation. The reporter most likely has an agenda for the story’s development already in mind. Don’t attempt to take over the conversation or talk about points the reporter does not want to cover, because if you don’t give them what they want, they simply won’t include you in the final story.

#4 Be Accurate
Keep your responses to the reporter’s questions simple. Even if your book is on a very technical or scientific topic, avoid uncommon words, industry jargon, and out-of-date phrases. Speak as if you were explaining something to the reporter for the first time. But speak with authority and confidence, and don’t say, “I think” or “maybe.”
When you’re talking to the media, always be prepared to back up your claims because reporters want facts. Instead of saying, “The majority of people do this…” say, “85% of my clients do this…” And be sure to stick to the facts. Don’t overload the reporter with unnecessary information that is not directly related to the story.

Realize that in the media world, there’s no such thing as off the record. So always assume that everything you say is on tape and will be put into print. Also, don’t ask the reporter to send you a copy of the story for your approval. While this may seem like a reasonable request, it will only offend a seasoned reporter. But do ask for a copy of the magazine to keep as a souvenir. This will show how pleased you are that the reporter has given you the opportunity to get quoted in the publication.

#5 Find Future Stories
Always view your interview as an opportunity to establish a working relationship with the reporter. You want the reporter to see you as a resource they can use for information now and for stories in the future. Just like you’re always looking for ways to get quoted, reporters are always looking for people to quote. So at the end of every interview, always ask what other stories they are covering and what other publications they write for.
Explain how you can be beneficial to the different stories and leads they are investigating. And don’t be afraid to mention topics outside your book. While you may work in one field, you’re probably an expert in many areas outside your profession.

Great Interviews in the Future
Media exposure is undoubtedly one of the best ways to make your book successful. But landing an interview doesn’t guarantee you’ll get quoted in the reporter’s story. When you use these five strategies for giving a great interview, you’ll have a better chance of getting quoted and of getting called back to interview for stories in the future.

About the Author:
Pam Lontos is the of author of I See Your Name Everywhere: Leverage the Power of the Media to Grow your Fame, Wealth and Success. She is president of PR/PR, a public relations firm that has recently placed clients in The Wall Street Journal, US News & World Report, Cosmopolitan, Forbes, and USA Today. As the former VP of Disney’s Shamrock Broadcasting she knows how to get you great publicity to boost your business. Call for a free consultation at (407) 299-6128, or e-mail pam@prpr.net .  Sign up for a free publicity tips e-newsletter at www.prpr.net.

You already know that the media is the best avenue for promoting your business, because it adds credibility to your message, positions you as the expert, and best of all…it’s free. So you’ve done a few interviews and gotten quoted in a few articles, but those just left you hungry for more. Now, how do you expand on the contacts you’ve already made? The key to getting more exposure is to build relationships with the media professionals.
A steady media contact is like a key to the city of free publicity. Reporters will actually start calling you for interviews and quotes instead of the other way around. But developing such relationships is not that simple; they take work on your part. The good news is that when you master these relationships, you’ll find them to be much easier for publicity than convincing a new media person that your message deserves to be heard. Use the following tips for building your relationships with the media:

Give Excellent Phone Interviews
In dealing with the media, most of your interviews will take place over the phone. But that doesn’t mean you don’t have to give a good first impression. Yes, you can wear jeans and a sweatshirt for your afternoon call, or even interview at a messy desk, but you can’t sound incompetent. When the reporter can’t see you, they will draw all their conclusions about you from your tone of voice and your word choices, so don’t take these interviews lightly.
Before the interview, prepare for the call. Take time for yourself and write down the main points you’d like to cover. Use this as an opportunity to relax, collect your thoughts, and make a few notes on a 3×5 card. Avoid reading scripted responses from a pre-printed sheet. You want to sound natural and honest, plus the reporter will always be able to tell when you’re reading. Also, seek a quiet spot for the interview. If your office is noisy and busy, close yourself off in a room without distractions. With a few notes ready and all your distractions put away, you won’t struggle through the interview; you’ll sound relaxed and confident.
When the phone rings and the interview starts, stand up and smile while you talk. Standing, like you’re giving a live presentation, raises your energy level and you’ll be more alert than if you were sitting. Additionally, a genuine smile radiates through the phone line, and the reporter on the other end will feel the joy in your voice. Both these techniques can make the difference between a mundane interview and a great conversation. They build a rapport that influences the reporter to keep you in mind for future stories.
Another way to build a relationship in a phone interview is to be respectful and show the reporter that you care. Ask them if you’re talking too quickly, because reporters always take notes by hand. Slow down your pace so they don’t miss any points. Also, ask nicely if they will mention your business information. Don’t be pushy; remember, the reporter decides how much room you get in their story. And never request a copy of the story for your approval. The reporter doesn’t answer to you. But don’t be afraid to show interest by asking for a copy of the magazine or a tape of the show after publication or broadcast.
As the interview starts to wrap up, inquire about other stories the reporter is currently covering. Explain how you may be able to add to them and offer a unique angle that may interest their audience. Let the reporter know that they can call you back if they have any questions, or provide them with other sources. And show them that you’re eager to be an accessible source of information in the future.

Add Integrity to Your Message
Reporters love accurate sources with factual information. By conveying your message with integrity, you can score a space on their contact list. Start by sticking to the facts. Don’t overload the reporter with tons of unnecessary information, and always back up your claims with numbers. For example, instead of saying, “A majority of my clients…,” try, “Eighty-five percent of my clients…” And always be forthright. If you want to be quoted in their story, don’t answer a question by saying, “You’ll get the answer to that when you buy my product.”
Never be afraid to give too much information away. Many times, people fear that if they give meaty details about their business, then no one will need it. In reality, this is one of the biggest mistakes you can make with the media. Think about it like this: In a one-page article, you might get two or three quotes. Or, if you’re on a radio or television segment, you might get three minutes of actual talk time. There’s no way you can ruin your wealth of knowledge in that small space. Remember, the more people get, the more they want, and it’s the same for the media. When you provide them with tons of information, they’ll be sure to come back for more because you practically gave them the first story.
Personal experiences also add integrity to your message. They place you in the real world, doing real actions, rather than just sitting on the set of a television show, or on the other end of the phone line. Reporters love to hear firsthand accounts relating to the topic. Your experiences add a personal, unique touch to the story. You also want the reporter to know you’re an approachable person, so laugh with them and be friendly. Personal experiences differentiate you from all the other interviews. So use a good story, and the media will remember you in the future.
Finally, always speak with authority. Don’t use weak language like, “I think,” or “maybe,” and use the word, “you” as often as possible. Add benefit statements to your facts and eliminate technical jargon and out-of-date phrases. Not everyone knows as much about your topic as you, so always explain things as if for the first time. You want the reporter to understand so they can convey your message to their audience.

Look Your Best
The television world revolves around physical appearances. So when you get booked for a TV show, your appearance is everything. How you sit or stand will send a message about you as a person, and about your business…so make sure the message is the right one.
First, you have to plan what to wear. As a general rule, think basic. Women should stick with simple suits, blouses, and tailored dresses. Keep the busy prints, accessories, and jewelry to a minimum. True colors, like blue, green, and grey are more flattering than black, white, and red, which make you look washed-out. You want all the attention to be on your face, not on your wild outfit. Finally, go for natural fabrics like wool, cotton, and linen so you’re more comfortable.
Men should plan for basics as well. Wear dark, but not black, suits paired with lighter shirts. Avoid shirts or ties with patterns, as they may look funny on screen. Red or burgundy ties are best. Again, wear natural fabrics, like wool and cotton, for comfort. Essentially, simple clothing keeps your face and your message at the center of attention.
During the interview, use good posture. Sit up straight, or stand tall, but not stiff. You want to appear relaxed and confident, not uptight. Don’t rock or swing or pace. Moving too much will make you appear nervous. Keep your arms and hands loose, not crossed over your chest. And use hand gestures to emphasize your points.
Next, where do you look? As tempting as it may be, don’t stare at the camera. Look at the interviewer and pretend like the camera doesn’t even exist. Eye contact is always good. And show your enthusiasm by sitting forward, not back in your chair. When you’re on television, looks should always be a top priority if you want to get called back for more.

Leave a Lasting Impression
Media professionals always need reliable sources of information to develop their stories. When you develop relationships with them, you can be the person they call for quotes. Energy and friendliness on phone interviews let the reporter know that you’re excited about talking to them. Integrity lets the media know that your message is unique and your information is accurate and credible. Looking confident and pulled-together on television puts the focus on you and what you have to say.
Make the effort to build relationships with the media, and they’ll know they can rely on you as a source. When you use these tips and make their jobs easier, you will get more interviews, more quotes, and more free publicity for your business.

About the Author:
Pam Lontos is President of PR/PR, a public relations firm that has recently placed clients in The Wall Street Journal, US News & World Report, Cosmopolitan, Forbes, and USA Today. As the former VP of Disney’s Shamrock Broadcasting and author of the upcoming book, I See Your Name Everywhere, she knows how to get you great publicity to boost your business. Call for a free consultation at (407) 299-6128, and sign up for a free publicity tips e-newsletter at www.prpr.net.

As consumers continue to tighten their belt straps in order to keep more of their hard-earned money in their pockets, businesses are finding that attracting buyers for their products and services is tougher than ever. Cost and quality conscious-consumers, looking for the most bang for their buck, are scrutinizing every buying decision they make in the hopes of attaining the best product or service for the fairest price. As a result, many businesses may find that their phones aren’t ringing as much as they used to, and the number of customers walking in their door may be diminishing with every passing week.
If this scenario sounds all too familiar, there is hope. In this age of increased consumer financial consciousness, getting top of mind awareness will set you apart from the competition. What is top of mind awareness? It’s when people think of you first to fulfill their product or service needs. It’s when magazines quote you and publish your articles, and when local and even national radio and TV shows feature you as a guest expert. It’s when customers and prospects say, “I’ve seen your company (or your product or your service) everywhere.” But most important, it’s when people purchase your products or services because they know your company’s name and they perceive you as the marketplace leader.
Gaining top of mind awareness should be the number one goal of your company’s publicity efforts. In fact, when done correctly, effective publicity will not only lead to increased sales and greater credibility, but it will also help you develop name recognition and make you stand out in the eyes of your prospects. Here’s how the top companies use publicity to enhance their top of mind awareness.

1.    Develop your “hook”
No one wants to buy a mediocre product or hire you for an average service. They can get mediocre and average anywhere. That’s why you must develop a hook—a unique angle—that sets you apart from your competition. For example, suppose your company sells office supplies – something people can get from any local mega-store. In order to stand out in your prospects’ minds, you can “hook” them with free delivery, same day delivery, or even a free subscription to their favorite trade journal. The more you can make your company unique or different from the “old way,” the more recognition and attention you’ll attract.

2.    Write articles
Smart company presidents and business owners know they must constantly stay in the public’s eye. Getting published in a magazine, trade journal, or local newspaper is an excellent way to keep the company’s name circulating throughout the general public and to enable the company leader or business owner to become perceived as an expert. Why an article? Because articles allow you reach hundreds of thousands of people for free, and you’ll receive the same amount of clout as well-known authors. Additionally, you can reprint your published articles and use them as promotional items. What customer wouldn’t appreciate a little free information in the form of an article? When prospects and current customers see that your company leaders have an impressive list of published pieces, they’ll consider you an industry leader and will want to do business with you. Regardless of your industry or background, you and your staff undoubtedly have plenty of ideas you could write about. Make your articles stand out by revealing useful information your target customer can implement today.

3.    Make phone calls to editors, reporters, and producers
Phone calls are the most effective way to build rapport with the media. And the more you can get the media to remember you, the more likely they’ll be to call you when something of importance happens in your industry. Additionally, by talking with an editor, reporter, or producer, you can learn exactly what they need and can customize your message for their audience. Whenever you have an article or show idea, call the appropriate media personnel and present your topic. Ask questions such as, “What are your readers (or viewers or listeners) looking for?” “What are you looking for?” and “What angle do you want the story to take?” Make changes to your initial idea based on the answers you get. If you receive a “no” response, ask, “What don’t you like,” and adapt your presentation on the spot. The more you customize your message to their particular audience, the more likely you are to be their next guest expert or featured author.

4.    Send fax outs and mail outs
If you need to reach a large audience in a short period of time, fax and mail outs are ideal. They allow you to quickly and easily target key people who will get you the most publicity. Some examples of items you can fax and/or mail are press releases, a newly published article, product specials, or anything else that can get you publicity. Watch the breaking news and if something ties in with your industry, your product offering, or your services, fax a press release to newspapers offering your take as an expert to interview for the situation. Likewise, if you mail magazines a sampling of your articles on some topic that would interest their readers, the editors will call you in order to get the whole story or to interview you for a story they are currently writing. The key is to target your audience and keep your message customized for their unique needs.

Top of mind awareness is your ticket to a successful business. The more publicity you generate and the more people are aware of you and what your company offers, the higher your chances for being the one your customers and prospects turn to for their buying needs. Remember, in this age of economic uncertainty, great products and services alone are not enough to make buyers takes notice. Rather, it’s the frequency of your company’s name, product, or service being heard over and over that will make customers take action and buy from you today.

Pam Lontos is the of author of  I See Your Name Everywhere: Leverage the Power of the Media to Grow your Fame, Wealth and Success. She is president of PR/PR, a public relations firm that has recently placed clients in The Wall Street Journal, US News & World Report, Cosmopolitan, Forbes, and USA Today. As the former VP of Disney’s Shamrock Broadcasting she knows how to get you great publicity to boost your business. Call for a free consultation at (407) 299-6128, or e-mail pam@prpr.net .  Sign up for a free publicity tips e-newsletter at www.prpr.net.

Why is it that one speaker can command thousands of dollars for an appearance while another equally competent speaker has trouble charging half as much for a presentation that is just as dramatic? Why are certain speakers “household” names, yet others who have been in the business just as long have a limited following at best?  The difference is that the well-known speakers have mastered their ability to gain publicity exposure through the print media, and they use it to propel their career at every available opportunity.
As speakers, we all know how important it is to sell ourselves. We develop our programs, we build relationships inside our industry, and we create our own unique product. Beyond those basics, however, we need to cultivate the media’s publicity as a vital part of our organizational activities. That’s why getting featured or quoted in as many magazines and e-zines as possible is vital to a speaker’s career.

But how can a speaker attract an editor or reporter’s attention in order to be the expert source quoted or the subject of a full feature article? The following suggestions will help you break in to the print media world.

1.    Call as many editors as possible
Have you ever read a newspaper or magazine article and seen a fellow speaker quoted within the pages? Did you then ask yourself, “How did this person get the magazine to call them?” Many people mistakenly believe that editors and reporters seek out speakers to quote as expert sources. In reality, either the speakers themselves, their office, or a good PR firm initiated that publicity.
The fact is that you will have to make the first contact with every newspaper, journal, magazine, or e-zine you wish to appear in. While the thought of calling an editor or reporter directly can be intimidating, you must remember that by doing so, you are helping them. Publications need new material every week or month. You can stand out over the other people by making contact with those who direct the publication’s content.
You can locate the print outlets to contact through Bacon’s and Burrell’s Media Directories. Combined, they have over 25,000 print publications listed. Each book costs several hundred dollars, but you may be able to locate a copy in your library. You can also find the contact information of main magazines in a book called Writer’s Markets. It’s smaller, much more reasonably priced, and available at any bookstore.

2.    Ask key questions
Once you get an editor or reporter on the phone, you must ask key questions in order to make your pitch more compelling. The biggest mistake many speakers make when they call an editor is that they tout all their experience and how wonderful their presentations and ideas are. They then talk about all the articles they could write for that publication or all the ways they could be cited as sources in future articles. This is an immediate turn-off. Realize that an editor or reporter only cares about one thing: their readers. They want specific information that will best serve their audience. So instead of telling them all about your topic, first learn about their readers and their needs.
Some good questions to begin with are “What are your readers looking for?” “What are you looking for?” and “What’s the specific focus of your publication?’ Answers to these basic questions will help you fine-tune your pitch to best suit their reader’s needs. Find out who reads the column or publication. Is the audience male or female? Business people or hobbyists? Managers or lower level employees? Discover who the target is.
For example, if you speak about organizational change, you’ll address the topic differently depending on whether you’re speaking to bank presidents, sales organizations, or home business professionals. When you know key details about the publication’s audience, you can think of your topic from the intended reader’s perspective and pitch the appropriate article idea. When you approach editors from their reader’s point of view, you’ll hear them say, “Thank goodness you called. Our readers are going to love this story.” The bottom line: They don’t care about you; they care about their readers.

3.    Do it for the PR, not the money
Finally, when you talk with an editor, be sure to let him or her know that you’d like to exchange the fee for writing the article for a byline that includes some contact information and/or mention of your book or company. Remember, you’re not trying to be a writer; you simply want some publicity. Create a short byline that states who you are, what you do, and how to contact you. Make it short enough so the editor won’t feel a need to cut it.
The same applies when you’re being interviewed by a national publication. Say to the writer who’s interviewing you, “Could you please mention that I live in _____?” or “Could you please mention my company’s name?” or “Could you please mention my book in the article?” This enables people to find you so they can inquire about your services.

Getting published and quoted in print publications is the key to promoting a successful speaking career. You can either do it yourself or hire a PR firm. By implementing the above suggestions into your publicity efforts, you can gain the recognition that leads to higher fees and increased bookings. Before you know it, you’ll be the speaker of choice for all your industry’s needs.

Pam Lontos is the of author of I See Your Name Everywhere: Leverage the Power of the Media to Grow your Fame, Wealth and Success. She is president of PR/PR, a public relations firm that has recently placed clients in The Wall Street Journal, US News & World Report, Cosmopolitan, Forbes, and USA Today. As the former VP of Disney’s Shamrock Broadcasting she knows how to get you great publicity to boost your business. Call for a free consultation at (407) 299-6128, or e-mail pam@prpr.net .  Sign up for a free publicity tips e-newsletter at www.prpr.net.

Do you believe the only good publicity is BIG publicity? Are you a failure if your business article isn’t published in Forbes? Will you not rest until Oprah has deemed you and your work “brilliant”?
The temptation is strong for writers and speakers to devote all their time, energy, and money to pursuit of the biggest, most impressive publicity prize when they’re promoting themselves and their work. But you can utilize practical marketing options that may ultimately bring bigger payoffs. Follow these “insider” PR guidelines and reap the publicity rewards.

Consider trade, industry, and association magazines. Here’s why:
•    Reputation building.
Many writers and speakers want to get their articles into big newsstand magazines like Business Week or huge-circulation national papers like The Wall Street Journal. But publication in these media outlets is usually a long shot, and you’re missing an excellent opportunity to get your name out there month after month in the thousands of trade, industry, and association journals and magazines.
Readers keep their trade magazines around the home and office, sometimes for months, and cut articles from them, filing them away for use in the future. They may read and re-read your work. This longevity is essential for building your name in readers’ minds and in your field.
You can even get a single article into several different magazines. After all, the jewelry industry doesn’t care if you’re also appearing in the real estate magazine or the banking magazine. You’re getting your name out to audiences in all these industries.

•    Expert status.
Publication in a printed medium confers on you the status of an expert. People assume that the person quoted in the magazine has the approval of the magazine as the country’s leading authority on the subject. Readers figure the magazine editors said, “We need to write a piece about ABC, and here’s the most skilled specialist on this topic, so let’s call him/her.” Readers don’t realize that writers are often published in a magazine or newspaper because they contacted the publication themselves or had a PR firm do it.
Think about it: if you’re on an airplane and you put up a magazine you’ve been reading, your seatmate might ask you to tell her about an article you just read. You could probably tell her about what you read and who was quoted as an expert on the topic, but if she said, “Who wrote it?” you’re likely to have no idea.
Writers in major newsstand magazines write for a fee, and accept that they’ll get a byline but nothing written about them, while authors of articles in industry magazines get a resource box with their name, website, and phone number, as well as the title of any books or other products. You can even include that you’re available as a speaker, which is an excellent resource if you’re looking to be hired by the corporations and associations who read their industry’s magazines.
Always aim to be quoted as an expert in other writers’ articles in such publications as Forbes or Cosmopolitan, but write your own articles for the trade publications.

•    Targeting capabilities.
If you want to target a specific group or field (business, health, older women, or real estate agents) specialized magazines and trade journals let you do that. Aim right at your ideal audience if your area of expertise is in leadership, medicine, sales, or some other topic specific to business and industry through association and industry journals that serve those markets.

•    Advantageous lead-time.
You can publicize a forthcoming book with trade and association magazines. That is, if you write an article or are interviewed for an article about your topic, you may do so before your book has actually made it into print, as there is as much as a six to seven month leads time before most magazines are published.

About the author
Pam Lontos is owner of PR/PR, a public relations firm that specializes in professional speakers and authors. Having been an author, speaker, and former VP of Disney’s Shamrock Broadcasting, she knows the ropes of getting good you publicity and how to use it to really boost your bookings or book sales. Call for a free consultation at (407) 299-6128.

Besides spreading the word about your speaking services, what’s the best thing about landing interviews? The answer is: you can conduct the interview wearing your pajamas! But there’s a catch. You can’t sound like you’re wearing your pajamas. That’s right. Even though you’re talking on the phone to the reporter and no one can see you, you still have to communicate a professional image. Otherwise, you might get bumped from the story and they definitely won’t call you back for future stories.
So how can you ensure that you make the right impression and, perhaps more importantly, that you’re called back for more interviews? You can use the following fifteen tips for giving great interviews:

1.    Allow yourself private time prior to the interview. Use this time to relax and focus. Imagine that you are speaking with the interviewer face to face. Rehearse the points you want to make and remember that you can never be too prepared.

2.    Seek a quiet spot for the interview. If you are speaking from home, close yourself off in a room with few distractions. Turn off your computer, TV, or radio, and clear your desk so nothing can take your mind off the conversation.

3.    Write your main points before the call begins. Do not read scripted responses from a pre-printed sheet, because reporters can tell when something is being read to them versus when you’re giving honest answers. But do prepare a note card with three to five topics you would like to touch upon during the interview. That way you won’t struggle with an answer during the interview.

4.    Show that you care about the reporter and their story. Be helpful and responsive to their requests. Ask the interviewer what you can do to make his or her job easier. Then really listen to their answer and be an eager, accessible source of information.

5.    Stand while giving the interview. Even though you’re talking on the phone, act as if you were giving a live presentation and stand tall. Standing will raise your energy level and you will be more alert than if you sere sitting. Interviewers love energy and can really pick up on your mood.

6.    Smile, and answer honestly and sincerely. People can hear your smile over the phone and a reporter will feel more comfortable after hearing the joy in your voice. Also, the sound of smiling builds a rapport with interviewers. If they feel they can trust you, they will think of you first for their next interview.

7.    Put energy and spunk into your voice. No one wants to listen to a monotonous drone and the reporters and producers are no different. So put energy into your voice. This could make the difference between a mundane interview and a great conversation.

8.    Have backup information handy. Reporters will inevitably ask you one question you don’t want to or can’t answer (this is another place your note card comes in handy). In case you are unable to respond, you can say, “That brings up an interesting point…” then go on to one of your prepared statements. Or, offer to find out the answer to the questions and get back to them as soon as possible.

9.    Be concise. The average answer to a given question is only nine seconds long. If you cannot convey your message in this short amount of time, your answer will not be used. So be careful not to ramble and stick to the facts. Don’t overload the reporter with unnecessary information that is not directly related to the story.

10.    Be forthright. Answer the reporter’s question accurately and thoroughly, and don’t be afraid to give away too much information. Many speakers fear that they might give too much and then no one will book them for events. But it’s impossible to spoil years of experience and training in a short interview, and the audience will actually want more when you give them a little. So answer the questions and don’t say, “You’ll find the answer to that when you hire me for a keynote.”

11.    Use the word “you” often. The word “you” draws the audience in and helps them relate to what you’re saying. And always give them a reason to pay attention by adding benefit statements to the facts in your presentation.

12.    Let the reporter lead the conversation. The reporter most likely has an agenda for the story’s development already in mind, so don’t attempt to take over the conversation or talk about points the reporter does not want to cover.

13.    Incorporate personal experiences into your responses. Audiences love to hear firsthand accounts of experiences relating to the topic. It helps them feel as if they know you personally. But make sure you stay on topic and don’t get distracted with your story.

14.    Be prepared to back up your claims. Reporters want factual information. So instead of saying, “The majority of people do this…” say, “Eighty-five percent of my clients do this…” And don’t say, “I think” or “maybe.” Speak with authority and confidence.

15.    Find future stories. After the interview, thank the reporter and ask what other stories they’re covering. Even if their other stories don’t directly pertain to your speaking topic, explain how you can be beneficial to what they are investigating.

Interviews in the Future
Although interviews usually only entail a relatively short phone call, you still need to take your time and prepare for it beforehand. You don’t have to shower and shave, but you do need to have energy and excitement in your voice. During the call, you want to put your best foot forward with clear, honest, and accurate responses. And when you’re finished, don’t forget to thank the reporter and offer to help on other stories.
When you use these fifteen tips for giving great interviews, you’ll communicate a professional, expert image to the reporter and the audience for you and your speaking career.

Pam Lontos is the of author of  I See Your Name Everywhere: Leverage the Power of the Media to Grow your Fame, Wealth and Success. She is president of PR/PR, a public relations firm that has recently placed clients in The Wall Street Journal, US News & World Report, Cosmopolitan, Forbes, and USA Today. As the former VP of Disney’s Shamrock Broadcasting she knows how to get you great publicity to boost your business. Call for a free consultation at (407) 299-6128, or e-mail pam@prpr.net .  Sign up for a free publicity tips e-newsletter at www.prpr.net.