Preparing for a Publicity Campaign

Whether you've hired a publicist or are launching your own publicity campaign, there's a considerable amount of prep work that needs to be accomplished prior to the 'pitching' stage. Follow this checklist and you'll never be scrambling last minute at a reporter's request!

1. Have several hi-resolution photos ready to email. These photos should be professional, and may include a headshot, 3/4 body shot, product photos, book cover, logo, etc. Photos should be at least 300dpi and either in jpeg, tiff, eps or pdf format.

2. Write your biography. Have a brief version (limit to one paragraph) and a longer, more eloquent version. Reporters will need the brief version to include in a piece, or may request the longer version for additional background information. Preparing a bio also increases the chance that reporters will use the information as is.

3. Give the reporter your cell phone number when pitching. Often reporters call on deadline, and may have one hour to finish the story. Don't miss the opportunity - give them the best number and get in the habit of answering the phone. If you're looking for television, expect last minute appearances.

4. Have samples ready to send last minute. If you are publicizing a product or book, it's normal for the media to request samples. Especially if you are pitching apparel and accessories - the larger magazines will often need you to overnight pieces for a photo shoot the next day. Have a few items set aside at all times to send. Make sure to include your press release and/or press kit with the samples and your contact information.

5. Prepare sound bites or talking points for interviews. Have at least 10 prepared and then stories, statistics, information to back up each point.

6. Know how you sound and how you look on camera. Record yourself and play it back. Chances are you will pick up eye-twitching, lip biting, or another quirk that you weren't aware of - all of which will distract from a good interview.

7. Prepare interview questions ahead of time. These can help guide reporters (if they ask) - but more importantly - help you prepare for possible questions and craft clear, concise, natural-sounding answers.

8. Invest in B-Roll. What is B-Roll? B-Roll is video footage (usually without narration) that broadcast media uses to supplement a story. B-Roll can be cuts of press interviews, footage of you speaking or giving a presentation, footage of your store or products, etc. Contact a digital video editing company for information and prices. If you're pitching well-known shows they will often request this footage.

9. Create a media page on your website. Include links to download your bio, hi-resolution photographs, tip sheets and press releases. You can also include links to coverage. A bonus is to include video or audio footage.

10. Most of all - relax, be friendly and professional. Your goal is to become a reporter's 'go-to' expert - they want intelligence, personality and charisma. Go get em!