GOT PUBLICITY?

5 PUBLICITY TIPS WEDDING PROFESSIONALS 
SHOULD KEEP IN MIND

Everyone in the wedding industry wants to be a Media Darling -- that "go-to" expert that journalists call up to get a quote on subjects or that wedding professional that seems to be in every medium all the time. But it's important to note that publicity doesn't just fall into your lap (unless, of course, you happen to be in the right place at the right time). It involves strategy, patience and determination. That's why publicists have a career. Publicity -- really great, effective publicity -- isn't easily accomplished by just anyone.

Unless you know what you're doing.

Here are some key tips to keep in mind when venturing out on your own in search of publicity for your company.



1. IN ORDER TO BE SEEN AS A "GO-TO" EXPERT, YOU HAVE TO ACTUALLY BE ONE.

I get this so often. Wedding Professionals want me to magically make them the media's "go-to" person for their profession. While I can understand the desire, it's important for professionals to understand that unless you have a strong reputation and an even stronger experience background behind you, a publicist can't magically make you an expert in the media's eyes.  The media will expect your professional bio if they choose you as a guest on their show or as the interviewee. That said, if you don't have the experience and knowledge to back up a claim that you are an expert, don't expect to appear in the media as such. Expect to appear as a professional who has knowledge to share in a specific area of weddings rather than try to pull off the "expert" appearance.


2. KNOW YOUR MEDIA.

Tossing your press release and pitch willy-nilly to just any media won't necessarily garner you results. Take the time to create a concrete target list based on research of their demographic, distribution, readership/viewership, style, etc. And more importantly, take the time to find out who the appropriate contact is to pitch your story to. The media have enough on their plates without having to listen to a pitch that's not appropriate for their audience or readers. Also, ensure that you know each media outlet's deadlines. For example, does that certain magazine work 6 months ahead or 3 months ahead? How many weeks notice does that producer need to highlight a specific event on their show? Does that morning radio program do on-air interviews or are they solely music based?


3. THE MEDIA ARE NOT YOUR "FRIENDS".

Be very sure to not assume that things you may say and do are ever "off the record". The media is there to create a story, to entertain and inform their audience or readers, NOT to do you any favours. They have to make their show or piece interesting. And if you willingly provide something juicy you can bet that it will make it on the air or in the article.  That said, always be on your game. Be aware of what you say and how you behave in their presence. Also, don't expect every piece of media to be kind. A reporter may insert his or her thoughts whether you agree with their sentiments or not. This is not to say that the media are your enemies. But I've seen many professionals get into hot water by thinking that something is off the record or passing off a comment they let slip as nothing. Equally I've seen professionals get bent out of shape because of how a comment of theirs was spun in print. Remember, with publicity you are taking a chance at interpretation. Don't be fooled that the media owe you anything. Ever.


4. KNOW YOUR STRENGTHS (AND WEAKNESSES).

If you can't speak in front of an audience, I'm sorry to say, but you are likely not a good fit for television. If you can't speak clearly and confidently in front of a group of people, how are you going to speak clearly and confidently in front of a bunch of cameras, knowing that hundreds of thousands of viewers are watching?  If you stutter or suffer from "um and uh" syndrome, radio may not be the wisest option for you. A radio audience only has their audio to rely on. Nothing else will distract them. Except, of course, your stuttering.

It is actually better to focus all your efforts on print if that's where you will have the most strength than to take chances with unfamiliar media. If you're visibly nervous, stutter, etc. this will transcend ten-fold in the media, making you appear as an amateur no matter what your experience level in your profession.


5. UNDERSTAND WHAT THE MEDIA WANT.

While the launch of your company is exciting news for you, it's not necessarily all that thrilling for the media or their audience. Understand that the purpose of the media is to entertain and inform. That said, when choosing your "story" ensure that it is something that the public will want to know. Ask yourself, why would the audience of a particular show or the readers of a particular magazine want to know about this?  If you can't give a definitive, strong answer to that question, chances are your "story" or "angle" is not strong enough to get the green light from the media.  After all, it's important to keep in mind that the media is not there to showcase you or your talents. You are their last priority. They are there to inform and/or entertain their followers.