Free Publicity – How to Guarantee You Won’t Get It

I’m shocked. I can’t believe the kind of responses I had to sift through to find a few good experts for the stories I’m writing for the Huffington Post and Psychology Today.

I’ve always had sympathy for the press given that they need to deal with people who are inexperienced, but the level of sloppiness, casual, “I’m your friendy wendy” attitude, and simple inability to follow directions stunned me. Here are a few pet-peeves that I share with journalists and producers who deal with this on a scale one hundred times greater than I do.

1. Don’t bug me.
Don’t email or call me asking when the article I interviewed you for will post. This is considered harassment from journalists. Especially after I promised that I would send you an email letting you know. Wait patiently for however long it takes. Trust me to keep my word. And if you got cut from the piece, let it go. In fact, even if you got cut thank the journalist and remind him that you are available to be a source on another story. If possible offer to find him sources for future stories.

2. Don’t ask me for a favor.
One person whose book I received asked me to write an amazon.com review of her book — on a tight deadline. First off, I hadn’t read it. I may use it for a reference later, but I may not. It takes a lot of time, effort and thoughtfulness to write a book review. I told her I couldn’t do it. Then she responded by asking if I read it later would I write the book review. Remember that when you provide a journalist information you’re not doing them a favor. You’re being a good expert. Never ask for anything in return. It’s not only bad manners, it could put you on their “do not call” list.

3. Don’t go off on a tangent.
When you refer people to me or a journalist or producer make sure they have read my/their query. One person sent in a story in that had lots of graphic sexual violence against women stuff in it when my query was focused on how martial arts influenced leadership and business skills. It was disturbing to read. Answer only what is asked of you. Quickly at that. And don’t send icky un-requested stuff. It’s kind of like being stalked in print.

4. Don’t send attachments or photos.
I said specifically in my query that I would ASK for photos from those people I selected. It is not being helpful to assume that you will be selected by including a photo. A number of other people sent attachments — which don’t go through anyway when you use services like HARO. Rule of thumb. Never send attachments unless asked.

On my end when the people sent attachments I got a blank email with no information. Why would I bother to take the time to contact that person and ask them to cut and paste the information from their attachment when I have dozens of other people who paid attention to what I wanted? This is an important point as many journalists will just ban you from their in-box if you make irritating mistakes. They just don’t want to bother with people who can’t follow simple directions.

5. Don’t tell me you’re great.
Some people think that they are just great. You know them. You avoid them. There’s nothing less appealing than people go get overexcited about themselves. And they are most likely in the minority in that regard. Don’t TELL me how to feel. Don’t go on and on about how I MUST interview you because you’re so passionate and wonderful, just show me your credentials. Let me come to my own conclusions about just how fabulous you are. If you are, I will. And I will be delighted to contact you as an expert source.

Have you made a big blooper, then recovered from it? Love to hear how.

Check out our PR and Media Training Workshop to Jumpstart your Publicity