How to Harness the Power of Publicity, by Raleigh Pinskey

Bookstore publicity is a powerful marketing tool. A successful campaign can increase your bottom line and enhance your community and market visibility. Harnessing the power of publicity is easier than you think. A little common sense, a gentle tickle to the creativity bone, a dash of know-how, and a sprinkle of insight into how a PR person and the media thinks is all you really need. Honestly, no smoke, no mirrors, and no eye of the newt is necessary to achieve media success.

The most difficult part of publicity is believing that you have this creativity to pull off the basics. But I have never experienced a truly dry creative well simply because, as Descartes once said, "I think, therefore I am." And so I say, "I think, therefore I am creative." If you absolutely, positively can`t seem to motivate the old juices, try the wisdom of the pros for an hour consultation. It will not only show you how-to, but that you had it in you all along.

The most important thing to know in doing your own publicity is how easy it is to contact any media outlet about any topic, place or thing because the technique, or mechanism as we call it, doesn`t change just because the subject matter is different. So if you put in a new line of herbal cosmetics, incense, or cookbooks, the list gathering, mailing and follow-up always employs the same technique. And to make it easier still, since every person you contact all want the best for their readership/audience, usually the parameters for accepting or rejecting your story idea is also a constant. The only thing that will be different is the internal politics of each media, the personalities and personal agendas of the people you are contacting. It is the nuance of the individual or the media that becomes the tricky thing, and unless you deal with them on a constant basis and get to know them, the best advice I can give you is listen very closely to their phone manner for personal clues, much the same as if you were handling a customer. If they like your story idea, if it meets their interest quotient and has what they call "audience payoff," the lack of pitching polish on your part won`t matter. The idea will sell itself.

Now about those story ideas. Your bookstore is a PR person`s dream. Honest! Almost every section and product in the store can be turned into a story idea in one way, shape or form. Don`t be intimidated by media people who appear stand-offish, it`s mainly because they`re overworked, or they don`t like to be caught not knowing what you`re talking about. But if you have the persistence and the humor to educate them on something that`s unusual and interesting to their readership/audience, or show them how they can tune-in to a new trend, you can get their attention! As TV producer Bob Levitan said, "If you can provide me with a `Really, I didn`t know that` response I`ll be sure to cover it. All others must stand in line."

Try and understand that you can`t just tell the media to tell their readership/audience that Sam`s bookstore is now carrying a mega-section on natural cookbooks. You can`t be selfish or self fulfilling because they will tell you to buy an ad. So, you need to be a little clever and, with the same subject, give them something selfless, something that will give their readership/audience something wonderful, useful, and interesting, even if that information comes from those same books at Sam`s Bookstore.

That`s the key folks, As they say in journalism, it`s all in the telling. And since we`re after the journalists, then it`s all in the asking so it can be in the telling! So when you do pitch the story idea, make certain you have more than one angle for the story. Always remember that everyone`s a critic, everyone has different tastes, and everyone wants to put in their two cents. As my father says, "that`s why they make chocolate, strawberry and vanilla!" So go with the approach that you have their undivided attention, now, so cover all the above bases, now. For example, you would say to the editor/producer: "How about doing a story on healthy cooking? Maybe he doesn`t like healthy cooking or he thinks his audience is a meat and potatoes kind of audience. So that you don`t cut off your nose to spite your face, you could tell him he could produce a segment approaching it from the angle of familiarizing oneself with healthy food cookbooks, or healthy food made quick, easy, and tasteful, or even educating the audience that healthy cooking isn`t only about beans and rice." The more options you give them, the more flexibility they have to accept your idea, to fit it into their type of programming or article`s format.

Remember that it is the information first and only that they will be interested in, unless they agree to a feature story on you and the store. Check your ego at the door. From their point of view your bookstore just happens to be there. Sad but true. And many times they won`t even mention your store. Don`t be upset, especially if you`re the only bookstore in town where the material could have come from. You know it`s your, and you can use the video or print clipping for the next contact anyway.

Perhaps they don`t see the value or depth in your story ideas. Don`t give up. To borrow on an the old saying, "The next best thing to being there is doing it." Suggest to as many local/suburban papers, magazines, radio and TV stations that are in your customer radius that you will contribute recipes from your books to the food section. Or, in the case of most understaffed papers, you`ll present several recipes built around a common food theme or holiday on a regular basis.

Your bookstore could sponsor an author, arranging for local club speaking engagements, or have them do a food/recipe discussion and/or a book in-store signing. Depending on the paper`s content style you could approach them for a feature story on the author, or at least a picture of the signing after the fact. If the papers don`t do this sort of thing don`t despair because there is cumulative value in this form of creative planning after all. All is "not media lost" because, if the media won`t write a story on what you are doing, it will at least tell them that you are doing it in the form of what is called a "listing." This is a basic who-what-where-when-and why of the event and you send it to every Calendar section of every daily and suburban paper as well as TV and radio community bulletin boards. Don`t underestimate the power of a listing. This counts as media attention. It gets your name out there. And the more frequently you do or promote, that many more times your name will be out there. And don`t forget your name and phone number in case they need more information.

Sponsor a series of lectures for clubs and schools on:

...What`s new in "how-to" books generally or on specifics.

...The history of Tarot, with a Tarot reading party.

...Do an evening of alternative healing techniques.

...Trace the history of incense from the ancient days of Marco Polo to the present. Have an olfactory experience.

...Demonstrate how to give a foot massage to your significant other using reflexology.

... Set up a "healthy" cook-in day in a school or business cafeteria.

...Hook up with one or several restaurants and sponsor free demonstrations (or minimal food charge) from your cookbooks. ...If you have an skin products line do a make over or demo.

Even though it might appear that the older folks buy the books, remember to target the younger children with your ideas. Any Tarot party, alternative healing methods, cooking classes or reflexology workshop can be given to 6th graders on up. Let them grow up knowing that your bookstore has a lot to offer in making the KNOWLEDGE IS POWER equation work for them. After all, they are the future book buyers of America, and the future media personalities.

The beauty of these suggestions is not with the implementation alone. Any one of these has the possibility to generate free media attention for your bookstore. Any of these can be suggested story ideas for any of the "soft news" sections like Lifestyle, Metro, or Food.

Now don`t shake your head saying the media are not stupid and won`t fall for the setup. Remember, if it excites their readership/audience, they will go for it.

And each time you promote a workshop, seminar or happening, along with listings information to the Calendar section, send the flyer with a subject story idea to the appropriate editor or producer. Make sure your mailing list contains every possible secretary! Remember those support people and treat them well. They will be in the power seat faster than you can say "turn the page."

About mailing lists. Always call to verify each time you address the envelope. People change jobs, get fired, pass on. A NY Post assistant city desk editor related how a certain metropolitan editor hasn`t been on staff for four years but still gets at least twenty pieces of mail each day. More than getting the previous person`s mail is their hatred for having their name misspelled. Many toss the release, no matter what it is about.

It shows you don`t care enough to know what or to whom you are pitching. They are very territorial.

About the story idea pitch letter: Never begin with Dear Colleague, Associate or Media Personality. Always do a personalized letter. Remember that magazines and newspapers have editors and a readership, and TV and radio have producers and an audience. It is not polite to mix them up. The story idea pitch should be no more than 100 words or one page or it stands a wonderful chance of being tossed. Practice writing one paragraph that answers the questions: who-what-where-when and why. The why is where the bulk of the information is, and should convey the several choices for their "audience payoff." Don`t forget contact name and number so they can call you. But don`t count on it. You`ll have to call them, even if you`ve built the better mousetrap.

About calling on follow-up phone calls: My mother always said, "if you don`t put your clothes in the drawer they`ll never get there. Call, or it will be forgotten! Give it two or three days after Estimated Time of Arrival. Ask the receptionist for the best time to talk to the person you have targeted, and find out deadline day and time and don`t ever call then. If you get your person, be brief, ask if they got the material. If no, tell them you`ll resend it. Some media people don`t read their mail. It buys them time. They know you`ll be calling again. If, after all the approaches are broached, and they still say no: DON`T WHINE. DON`T TELL THEM YOU`LL LOSE YOUR JOB IF THEY DON`T DO THE STORY. Tell them thank you for their time and consideration and politely hang up.

About the pitch letter: What do you send along with the 100 words or one page story idea? Include names of local sources they can talk with, books they can reference, a brief history and explanation of the subject. Include any articles on the workshops, seminars or events. Basically you are setting up the segment or almost writing the article for them. They are very busy and the more you can give them, the easier it is for them, the more receptive they will be. When you call to follow-up don`t worry if you didn`t have lots of materials to send, invite them to come. If they say no to your invitation, ask them if you can send them a tape or a transcript from the evening so they can see how the story goes. If they are at all interested in the subject, this will work. To get them to listen or read it is sometimes an arduous task in itself, but at least it is something concrete in their hands. If you have a wonderfully descriptive picture from the evening, send it with your story idea, or afterwards with a reference note. Even a funny picture is worth a thousand words.....

About pitch letters: Do you put the letter and any story back-up materials in a fancy, expensive folder? Michael Gelman, producer of "Live with Regis and Kathie Lee" told me that for him, fancy media kits are a waste. If the product is not good, the media kit won`t matter."

If you don`t like relying on the goodness of others, try one of my favorite ways of getting the word out and attracting media attention. Produce your own cable TV or radio show. It`s easy. They even train you and provide you with a production staff. After two years doing PR for my singing telegram clients and completely exhausting all media avenues I suggested they produce a cable show for sending all those wishes and good messages. It was an instant business success and their antics became a staple with the gossip, lifestyle and commentary columns, prompting reoccurring mentions on news and talk shows.

Cable and radio provide a potpourri of endless possibilities to promote your bookstore and the contents therein. Do promotions, readings, roundtables. Have local experts discuss book categories. Do audience call-in. Use the unusual questions and situations as a story idea to the local media. Invite the local media on. Establish a mystery question and give book prizes. Take a picture for the local papers. Some of the bigger ones won`t touch it, but the community papers will. But most of all, open the show to the public and list it in the Calendar section as a happening. Bring down the schools! Get the teachers into participating.

About getting a cable TV show: Call your local carrier, but don`t stop there. Once you have the tape you can be on as many cable systems as will accept your tape and money. Did you know there are two types of programming? There is leased and public access. Public access is non-commercial. You cannot sell anything, quote prices, mention retail outlets, or have advertising or commercials of any kind. The cost is basically free but for a small handling fee. But leased access not only allows you to quote prices and name names, but you are allowed to sell any of your time for commercials, making money on the venture. You will pay a nominal but not unaffordable fee for leased access. Call your individual cable system for details.

About radio time: On-air time can be purchased for very little money. Check the AM stations to see who sells on-air show time. Your yellow pages has the list of stations.

And so you have it. Tactics, advice and an insiders guide to the publicity game. Now it`s up to you to get off your duff and do something about it. I hope it works for you as it has for me.

Raleigh Pinskey is a speaker and consultant on Viz-Ability Marketing. She is the author of 101 Ways To Promote Yourself, You Can Hype Anything, and the audio series, The Zen Of Hype, How To Do Your Own PR.