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When your focus has been marketing its a little tricky to change your paradigm to publicity. However, the important difference between marketing and publicity is your target audience. You are no longer pitching to buyers of your product or service, now your audience is the media. This means editors and producers. These important people are looking for one thing, the story. A unique story. Something inspirational, motivational, newsworthy, or educational. Period. Nothing else will do. In order to be successful in the media you have to think like a publicist and find your unique story. If you dont have a story, its time to create one. What is unique about you or your business? Sometimes its an attitude. Like the employer that regularly asked her employees what they didnt like about their jobs and then proceeded to shift responsibilities. It may be an event, like a charitable event that raises money for starving children but serves beans and rice at the gala event to demonstrate how it feels to be poor. It may be your wit, your way of thinking, what you care most about, or how you integrate your values into your business. Only, you can find it, but trust me its there. Begin to explore your own unique angles and media curves by keeping notes on your thoughts and attitudes. Scribble, color, or paint it out, it really doesnt matter as long as you begin to devote time to exploring your story. Not your ad, not your price, not your product, but your story. Once youve angled into your own unique media offerings, find the appropriate avenues to make your pitch. Take care though; the media should always be treated with good will and respect. Do not, I repeat, do not go for the hard sell. This is not the time. If you must, save the hard sell for marketing, or better yet, chuck it all together. Do not wheedle, whine, or beg the media. Make your pitch, respect their time, and their decision then work toward building long-term relationships. In the end, youll have the kind of names in your pocket to begin dropping at parties, and you will be a star! A star with the mind of a publicist. |
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