Promoting a speaker calls for your bulldog mentality
while you let your finesse take a break. This type
of awareness campaign calls for an accumulation of
body punches instead of one big knockout punch.
Following are 9 tips on how to put people
in the seats and grow a speaker's popularity.
•
Submit Early. Business Calendars and Community Calendars
need your information 10-14 days ahead of time. It's
best to submit your press release at least six weeks
early, so you're listed in the "Looking Ahead"
and "Upcoming" sections.
•
Pitch the Story. An expert coming to town to talk
about a specific topic is newsworthy to many editors
and journalists. Explain why your message is relevant
and ask if they're interested in a phone interview
for a pre-event story. If they're not, ask about the
next item.
•
Pitch a Column. Make sure the column does not cross
the line between informational and promotional. The
media wants informational. The speaker's credit will
come at the end of the column, along with credentials
and details about the upcoming event. Include a 300
dpi photo of the speaker and some bullets for a nice
side bar. If they have the space, they'll run it.
The larger the story, the more space and recognition
it gets.
•
Columnists Need You. They have to write two to three
times a week and that is a grueling task. Research
who's writing what, phone the right columnist, explain
why your message is relevant, and ask if he/she is
interested.
•
TV & Radio. Make your pitch to local TV and radio
stations a week before the event. The morning and
noon shows are your best bet. When they say yes, make
sure you send a 300 dpi photo of the speaker and a
list of bullets to be used on-screen.
•
Think Outside the Media, too. There are tons of civic
organizations, associations, clubs, nonprofits, etc.
who may be interested in your speaker. These groups
also have extensive networks. Don't rely on the media
alone to get your message out. Figure out who would
benefit most from the information, contact the group's
president, explain the relevancy of the speaker, and
ask that he/she send your press release to all members.
This is where the bulldog mentality has to kick in.
It takes time and patience to track down and pitch
these folks, but it's worth it when your speaker is
looking out at a large audience who's also buying
products.
•
Adapt Your Pitch. Take a few minutes to adapt your
pitch so it's relevant to each media or group you're
approaching. Neglecting this step will make you look
foolish and lazy. Match the message to the audience.
This is also true for the business calendars. Send
your brief to calendar editors in their format. The
easier you make their job, the more success you'll
have.
•
The Follow-Up. The key to success will be your follow-up
log. Track who you've contacted, the release's status,
the last time you talked, and when they're due for
a follow-up call.
•
Send Thank You Notes. Every non-media person who helps
you spread the word about your event should get a
handwritten thank you note. It shows you're professional
and grateful. You also may need them again some day.
David Rourk is the President of Rourk Public Relations
in Virginia Beach, Va. They are experts in generating
publicity for speaking engagements. David can be reached
at (757) 478-0150 or david@rourkpr.com. |
