National Publicity Summit: 9 Tips for Making the Most
By Scott Lorenz
To sell your book or product, you have to do whatever it takes to create
a buzz. As a public relations professional, the best thing I can do for my clients is
stay current with my media connections so that I can pitch their topics. A resource
Iíve clued into is the National Publicity Summit in New York City. I attend this event
to meet media once or twice a year and have gotten clients booked on Fox News, CNBC,
NPR and in a number of national magazines as a result Itís not an inexpensive event,
but I have found that itís an efficient use of my time and money.
Hereís what Iíve learned about how to make the most of attending the
National Publicity Summit:
- Change your PR mindset right now. Become a news-junky and learn to tie
in current events to your own topic. Get magazines like O, The Oprah Magazine or
Womanís Day, watch shows like Good Morning America. Study how they present their
stories and guests and think about how you could fit into their format.
- Wear fantastically comfortable shoes. Youíll be standing a lot over those
three days and you want to be happy when you pitch the media.
- Develop one-sheeters to give to the media you meet. These are one page
documents, printed in color and represent your pitch, show ideas and contact information.
The Summit staff assist you on creating this ahead of time. At the end of your pitch
time you hand the media person your business card and I recommend stapling this
to your one-sheeter.
- Develop more than one pitch or story idea. I have found that when Iím
pitching the media, not every idea will fly. When I come to the Summit armed with
a variety of show possibilities, this lets me easily get into a positive conversation
with the media. If they donít like my first idea, I try a backup.
- Be yourself. Be authentic and have open, frank conversations with the
media. The media are looking for real people who will represent their areas of expertise
and who their audiences can relate to.
- Look your best. The media attend the Summit time and again because not
only do the get to not only hear pitches, but they also get an idea about how you
might look on TV. I know that a lot of Summit folks get advice from image consultants.
- Go lean, but not mean! You spend three days pitching the media and the
last thing you want is to be weighed down by too much stuff like bags, briefcases,
boxes, etc. Just bring enough books, one-sheets and business cards for the immediate
appointments at hand.
- Take the pressure off the immediate ďhitĒ and focus on building a relationship
with the media. Think strategically and long-term. You probably have more than
one book youíre going to promote in the future. Sure, you want to appear on their
show or in their magazine, but think about the media as people doing their jobs.
How would you build a personal relationship with an important person in your life?
Treat the media the same as you would a respected colleague. If you get the media
to like you, they will follow your career and continue to work with you as long
as you have a good story. As a direct result of the Summit, I can call ABCís The
View and pitch them anytime. Thatís priceless.
- Come to the Summit open to what may happen with your fellow attendees.
Iíve gone to these events thinking that Iíd just go for specific goals with the
media. But, because I had put myself ďout there,Ē Iíd get into conversations with
other attendees as we waited in line and from that, Iíve gotten new clients, joint
venture partners and other strategic alliances. The attendees going to this event
are the superstar authors of tomorrow.
The bottom line: You need the media to get the word out about your
book. In the book marketing and public relations business, I know that you have
to connect with the media before they will "buy" what you are pitching. The
National Publicity Summit
allows that connection to be made.
Iím such a fan of the National Publicity Summit that I am now an
affiliate for it. If you are interested in attending please check out this link:
About Scott Lorenz
Scott Lorenz is President of Westwind Communications, a public relations and
firm which specializes in
marketing authors, doctors, lawyers and entrepreneurs.
His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC
Nightly News, ESPN, The New York Times, Nightline, TIME, PBS, NPR, the Los Angeles
Times, USA Today, Washington Post, Family Circle, Woman's World, & Howard Stern
to name a few. To discuss how Westwind Communications helps its clients get all
the publicity they deserve and more visit
http://www.westwindcos.com/book or call
734-667-2090 or email firstname.lastname@example.org