There*s an unwritten *code of ethics* out there that dictates the
guidelines the media expects savvy publicists to follow. Certain
do*s and don*ts that keep the amateurs out of the *club*. More
than a few well-intentioned businessmen owners trying to lobby
for free publicity have been caught in the tangled web of
protocol violations.

As crazy as it may sound, the most common reason publicity
campaigns fail is something you might call the paralysis of
analysis. You come up with an idea, it sounds good, but you
wonder if you*re being objective enough. Weeks and months later
you*re still tweaking and fine tuning it. If this is a problem
for you, it might be helpful to know that editors and program
managers never remember the bad press releases (unless they*re
really bad). It*s the good stories they remember. So if you
send one in that gets tossed in the trash, it shouldn*t hurt
your chances the next time around.

Right up at the top of the list of reasons press releases fail
is a general category you might call trying too hard. It usually
stems from insecurity. You*ve never done this before, so you
want to cover all bases. That usually leads to a long list
of behaviors that do nothing but label you as a beginner.

Under this category you*d find those long, 10-page press
releases. They tell it all. You walk away with a complete
picture. They say far more than needs to be said.

The ONLY purpose for a press release is to entice an editor or
program director to call for details. The entire press release
should fit on a single, double spaced page. You just need to
give them the basics. A few details and plenty or reason to
call. Anything else will make your release too long to merit
the time of the typical media person.

This category would also include the fancy press release. Cutesy
flowers on the border and perfumed stationary all yell *AMATEUR*
to a news editor. So do deliveries by singing bears and tap
dancing teens. People who know what they*re doing typically limit
themselves to simple straightforward stories on white, unadorned
stationary. The story should be the main focus, not the paper it
comes on.

Which brings us to another serious mistake a lot of press release
writers fall prey to. They can*t answer the simple question:

Why are you telling the story?

Remember, you*re trying to get your story run as news or
entertainment. Something that would make a stranger stop
and buy a newspaper.

Before including anything in your story, always ask yourself *who
cares?*. Is this the kind of stuff the average Joe walking down
Main Street wants to know or are you trying to sell information
only your mother and kids are interested in?

Even if you happen to get it perfectly right the first time,
there*s another very deadly trap most beginners fall into.

It feels great to see your picture on the front page of
newspapers around the country. But fame is very fleeting.
It won*t be long before business will be back to *normal*,
unless you plan carefully. Plan your campaign ahead of time
and schedule what you have to say so you can say it in various
stages. Find ways to become more than just a one-time guest.

You want the world to know you as the *expert* in your field. You
need to watch the news whenever it breaks a story you can build
on. You want to do your own reporting every time something in
your field comes up you think the world might want to know about.

Once you get the system down, it*s then just a matter of keeping
the momentum going.

If you need help writing press releases, you can find
all kinds of free information on my web site at
http://www.PressReleasesMadeEasy.com.

If you*d like to become a real pro on the topic, you must get my
publicity kit. It offers complete, step-by-step instructions and
includes dozens of samples of successful press releases and media
campaigns that you can use as your models. You*ll also find a
huge list of newspaper and radio contacts around the country, an
invaluable source in getting your campaign going. You can find
the complete course at: http://www.Hartunian.com/prkit.

It*s a crazy world out there, and most attempts at telling
stories fail long before they make it out of the printer.
Fortunately it only takes a little know how to stand out among
the 5% or so that regularly get their stories published and
their guests interviewed.


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ABOUT THE AUTHOR:

Paul Hartunian is the world*s leading authority on publicity
and self-promotion. At his website - http://www.Hartunian.com
- you*ll find lots of information about how you can get free
publicity for any product, service or business you*re involved
with. Get information about his complete publicity kit at
http://www.Hartunian.com/prkit . Sign up for his free publicity
ezine at http://www.Hartunian.com/subscribe .
You can reach Paul at (973)857-4142. Or by
email at: mailto:PaulHartunian@Hotmail.com