Flexibility and imagination are among the best friends of the organization
seeking media exposure. That was the main theme of the "Promotions
on a Shoestring" seminar hosted by the Canadian
Magazine Publishers Association. One of the presenters
at the June 3rd seminar was Sandra Shaul, the Executive Editor of
magazine. Ms. Shaul discussed three main points on how to get media
exposure. Although Ms. Shaul focused on how to get your magazine
covered by the media, much of the information she presented is relevant
for those promoting a new company, department, campaign, product
or publication. Here are highlights of her presentation:
1. What Can be Promoted Through the Media?
* The magazine as an entity.
* A specific article.
* The magazine's niche or position as an authoritative voice.
* When relevant, the position of the association that publishes
the magazine as an authoritative voice.
Be clear on what you are after when you contact the media. Be prepared
to change gears if you see another opportunity when contact is made!
2. What Tools are Needed for Promotion?
* A copy of the magazine.
* A press release on magazine letterhead, clipped to the
magazine, with a summary that includes the magazine's mandate, circulation,
price, and gives the name of a contact with phone and fax numbers.
Follow with a clear, brief outline or special opening line and a
teaser/sell explaining why it is unique.
* A media list with names, addresses, phone and
fax numbers, highlighting your most likely prospects (i.e.: those
who regularly cover your subject and/or cover magazines).
* Familiarity with the format used by your contacts. If you
expect them to take an interest in you, show them that you have
an interest in them.
* Chutzpah and imagination.
3. How to Make Contact
* By mail for general coverage.
* By fax or telephone for very timely stories or for follow-up.
* By phone to bounce around ideas, to get an idea of what
is most desirable, to discuss ongoing coverage.
When the media express interest, be accessible. Supply them with
information quickly, briefly, and accurately.
A simple thank you for coverage never hurts!
Sandra Shaul is Executive Editor of Rotunda
and head of the Publications Department at the Royal
Sources magnifies your Internet visibility