| "I want a pony, a tree house and the fastest bike | | | | Sometimes what you think is news... isn't. And you |
| in the world.""I want the G.I. Joe with the | | | | just have to trust your publicist to alert the media |
| parachute and camouflage Jeep."Those wants | | | | when something of interest is happening with your |
| from when we were children haven't changed | | | | company. Or you run the risk of an editor never |
| much now that we have traded in our play | | | | taking your releases seriously when you |
| clothes for suits and ties. When I sit down with | | | | do.Understand your target market. I know you |
| clients, I always ask them what they want out of | | | | think it would be the coolest thing since Nobu |
| their publicity campaign so I can create a realistic | | | | Next Door to be on the cover of Cosmo but you |
| list of expectations.But I usually hear:"Front page | | | | sell a high-end baby stroller. Cosmo readers don't |
| of the Wall Street Journal.""I want to sit next to | | | | have an interest in that. Trust me. They won't |
| Katie and Matt.""Do you think I could be on Oprah | | | | and the editors don't have time to wade through |
| next week?"Before I sign a new client, I make | | | | releases of no interest to their readers. Publicists |
| sure I explain editorial calendars and lead times so | | | | know the publications' target audience and with |
| they won't ask me "Why haven't I gotten | | | | the help of editorial calendars, they can figure out |
| placements with you yet? It's been six days | | | | if you will fit in a certain issue they are preparing. |
| already." I also explain the concept of | | | | So don't get upset when your publicist tells you |
| "newsworthy" to them.But it seems that more | | | | they got you into a different publication because |
| often than not, all of that explaining goes out the | | | | the one you wanted said "NO" to your story over |
| door.Here's The Naked Truth.Sometimes | | | | 10 times. When they just aren't interested, |
| reporters like big names. Sometimes they like | | | | publicists move on.Sometimes the more is not the |
| unknowns. That lifestyle editor at InStyle may | | | | merrier. Just because we have an editor contact |
| love the handmade candles that you created but | | | | database of thousands doesn't mean each of |
| if a major crisis happens in the news (e.g. celebrity | | | | them should receive your press release or an |
| breakup, A-list star caught with a call girl, | | | | invitation to your launch party. It might sound |
| paparazzi caught impromptu wedding) then you | | | | great to you to say "Our company press release |
| can bet your wick and scented oils the focus of | | | | just went out to over 10,000 editors" but if they |
| their article won't be on your candles. Same goes | | | | aren't targeted to the right editors they will only |
| for almost every magazine you want to target | | | | end up in the recycling bin. I'm positive Janice Huff |
| unless you are Oprah, Bill Gates or the president - | | | | at Channel 4 doesn't care about your gelato shop. |
| of the U.S. not Trixie's Organic Dog Snacks. So | | | | She only covers the weather.When it's time for |
| don't blame your publicist if your story is axed or | | | | your company to retain a public relations firm, |
| postponed. They will try another | | | | remember to have realistic expectations. Your |
| publication.There's a great big world out there. | | | | publicists know what publications are good targets |
| Newsweek reaches over 3 million homes each | | | | and they know that providing you with the results |
| week. They receive enough trash worthy press | | | | you want is going to make you happy. And all |
| releases and media kits to fill a broom closet. | | | | publicists want to make their clients happy. |