Nine deadly sins for publicity seekers

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Dear Professor Bruce: I am a small business owner eager to earn my own publicity without spending a fortune or spinning my wheels. What are some of the deadly sins small business owners commit when attempting to earn their own publicity?Answer:According to Nancy Juetten, author and publicist, " There are nine deadly sins in media relations and you need to avoid them". 1) Don't ever say to a reporter, "I never read your work, but you should write about me."Media relations is all about paying attention and serving the readers or viewers. If you don't pay attention to them, why should they pay attention to you?2) Don't ever call a reporter or editor and say, "Did you receive my press release?" This wastes his time and adds no value to the effort.3) Don't ever say "My firm buys a lot of advertising with your newspaper, and you owe me a story as a result." Advertising and editorial are treated separately at most quality media outlets. 4) Don't say, "I sent my press release to you last week" and ask "When are you going to run it?" Good stories stand on their own merit. There are no guarantees for coverage. 5) Don't call reporters on deadline and expect them to be happy to hear from you. 6) Don't share information that hasn't been spell-checked and double-checked for accuracy. That means checking phone numbers, names, and addresses.The news business is all about accuracy and quality information. Don't compromise on either. 7) Don't mistake "puff" for news. Always make clear why readers should care? News makes you think or compels you into action. If, upon re-reading your press release, you are not interested and can't answer the question, "Why should the reader care?" 8) When asked for a quote, give pertinent information.Avoid anything that starts with, "We are just so excited ..." "We are pleased...." And "We are delighted to be nominated ..." takes up space without adding anything of value. When given the chance to say something, offer a strategic comment or say something meaningful or memorable. Make your words count.9) Don't send in a poor photo of yourself and expect it to look better in newsprint.Newsprint is the unkindest paper of all. Hire a professional.If you keep these deadly sins in mind, you'll be well served.For further information, visit www.localprforme.comBruce Freeman is president of ProLine Communications, a marketing and public relations firm in Livingston, NJ and an adjunct professor of marketing and entrepreneurship. E-mail questions to Bruce(at)SmallBusinessProf.com.