Advice On Publicity 

Common sense matters

Firstly, these tips are meant to be helpful, not critical. I scan the HelpThePress email everyday for media enquiries related to beauty and women-owned businesses to submit responses for. I can imagine many more like me do the same, so the competition to gain a reporter's attention is tough.

After I compared my responses from my first success versus my past submissions, I noticed several mistakes I made which I will share here. 

1. Follow instructions

This is crucial. Reread the media enquiry till you are clear on what is asked for. If the reporter asks for an opinion, provide it. If they followup with a request for a photoshoot on a specific day, give it to them. Nothing more, nothing less. They may be asking for a favor, but they are usually on a tight deadline, so don't be a Karen and try to negotiate granting their request on your terms.   

2. Skip the fluff

In my line of business, overt politeness is vital, but in the context of a media enquiry, it's unnecessary. Don't start with "Thank you for considering my quote, blah blah..."—it just gets in the way. The more precise your submission, the better. If you must express your gratitude, save it for the end of the email. 

3. One response per question only

If the request is for a quote with your name and website, provide just that. Giving too many quotes risks turning your response into a multiple choice test. It complicate things and may lead to your submission being skipped. 

4. Be concise

Don't include a full-page bio, your racks-to-riches backstory, or a picture you took with your member of parliament at your store opening. Too much information can be overwhelming and may result in your submission being overlooked.

5. Separate your text

Ensure your email is easy to read. Keep your sentences short and please don't format your text with 'bold', 'italics', all caps or (horrors!) different font colors. If the reporter has to squint her eyes to make out your jumbled text, don't hold your breath for a reply.

6. Resend 'complete' responses

If you forget to mention something in your first response, don't followup your reply with the missing item. The reporter has no time to piece things together. Just resend your entire response, including your missing bit. And don't apologize; just fix and send. Apologies take up valuable time and are often unnecessary. Journalists understand SME owners tend to be excitable when given a media opportunity. 😆

7. Use plain text

Avoid using HTML. Don't use PDF. Plain text is easier for the journalist to handle.

8. Avoid special requests

While you're helping the writer, they're also helping you. Don't ask for a link to the article once published—check for it yourself. And don't send followup emails "Is the article out yet?". Use Google Alerts to track mentions of yourself if it is a online publication. 

9. Be the model customer

The easiest way for me to remember keeping things simple with the media was to recall the common trait amongst my favorite customers--their rapid decisiveness. A reporter will appreciate the same from you.