In Public Relations, Like Life, Looking Good Is Half The Battle

My college daughter has fallen in love with ballroom dancing.

Just this last week she competed in two events, Cha-Cha and my all-time favorite dance, the Quickstep.

These competitions are unique - they put a bunch of couples on the floor at a time (maybe 20-25 in the initial rounds), let them dance for 2 minutes, then cull the group down through subsequent rounds.

A judge in these initial rounds doesn't have much time, maybe just a second or two, to analyze each couple and make a decision. If he catches you at a bad moment, you're out, even if you're a terrific dancer.

My daughter's teacher wisely taught them a key to making it through those initial cattle-call rounds. "Smile and look like you love what you're doing - if your smile's big enough, they won't even notice your feet."

(By the way, my daughter did very well, making it almost to finals in both events, even though she's just a new freshman - either she smiles nicely, or is a good dancer. I hope both!)

This advice works in publicity seeking too.

First impressions count. If that impression's bad, you're out, even if your pitch is exactly what they need.

Here's a few ways I have found to create a solid first impression in your publicity efforts.

1. When you get a reporter on the phone, resist the urge to start spewing out your pitch. First, ask the question "are you on deadline?" This immediately tells the reporter that you understand and respect them, creating a positive first impression.

2. Once you've asked that key question, don't be like many publicity-seekers seem and start rambling away with no specific direction. Have a carefully-planned script that states exactly what your story angle is, why they should write about it, and how you can help. Your initial pitch should take no more than 30 seconds, and it should be conveyed with enthusiasm and verve.

Want to learn how to shape your story idea into a 30-second pitch? Check out our Audio CD and transcript How to Create the Perfect 30-Second Phone Pitch For Your Story. In it you'll see how poor most pitches are and how to trim them up into a rock-solid pitch that really works.

3. Create a website that looks nice and truly tells your story / sells your products and services.
The Internet has become the default research tool for the media. They oftentimes make the decision as to whether they will include you in a story or not just by spending 2 minutes looking at your website. If what they see there positions you as professional, an expert in your subject, and conversant, you've got a good chance of success.

If, on the other hand, your site looks like it was designed by a high school kid (trust me, most sites do, even those that cost thousands), they're gone and you're off their list of potential story materials.

If you're interested, here's my favorite resource for learning about online marketing and how to increase the results from your website.

4. Have an informative, easy-to-find, up-to-date media room on your website. A powerful online media room can work wonders to build your publicity, giving the media a single-source location to gather the information they need to write a story that features you or your company.

Unfortunately, many of us don't take the time to put one up.

At a minimum, an online media room should contain- Fact sheets on your company and key products
- Recent media releases
- Contact information
- Links to recent stories referencing you
- Key images

Plus there's a number of other key elements that can help to set a great first impression and build your media coverage. Visit here for more information on media kits and online media rooms.

5. When you actually land the talk show / media interview you've been seeking, make sure that you set a great first impression there too, including

- Rehearse in advance with a tape recorder/camcorder, and a friend asking you realistic and tough questions. Then listen to those responses, edit them carefully, then practice them until you can give them flawlessly every time, without sounding like you're giving prepared materials

- Be visual. Have something that you can do/show that looks great on film. This will not only get you more attention, but is likely to land you more time/print for your story

- Be natural. Real people in real conversations don't pitch, they don't get nervous, and they don't parrot off memorized responses. If you do any of those things, you're liable to get cut, and your chance to shine is gone.

- Look good. Study up on what doesn't look good on camera, and don't wear it even if it's your favorite outfit. Smile (unless your topic is inappropriate for smiling), and look like you're having a natural conversation.

For more on these topics and more tips on how to do well in a media interview, check out How To Be A TV Show Host’s Dream Date

These are just a few of the things that create first impressions. Be mindful of them, think through them before, and plan them out so that you control the first impressions you cast. It could make all the difference in your end result!

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public relations
publicity
talk shows
pitching stories