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