Home
>
Public Relations
>
Dont Expect to Bump Oprah From A Magazine Cover

Dont Expect to Bump Oprah From A Magazine Cover

"I want a pony, a tree house and the fastest bike in the world."

"I want the G.I. Joe with the parachute and camouflage Jeep."

Those wants from when we were children haven't changed much now that we have traded in our play clothes for suits and ties. When I sit down with clients, I always ask them what they want out of their publicity campaign so I can create a realistic list of expectations.

But I usually hear:

"Front page of the Wall Street Journal."

"I want to sit next to Katie and Matt."

"Do you think I could be on Oprah next week?"

Before I sign a new client, I make sure I explain editorial calendars and lead times so they won't ask me "Why haven't I gotten placements with you yet? It's been six days already." I also explain the concept of "newsworthy" to them.

But it seems that more often than not, all of that explaining goes out the door.

Here's The Naked Truth.

Sometimes reporters like big names. Sometimes they like unknowns. That lifestyle editor at InStyle may love the handmade candles that you created but if a major crisis happens in the news (e.g. celebrity breakup, A-list star caught with a call girl, paparazzi caught impromptu wedding) then you can bet your wick and scented oils the focus of their article won't be on your candles. Same goes for almost every magazine you want to target unless you are Oprah, Bill Gates or the president ? of the U.S. not Trixie's Organic Dog Snacks. So don't blame your publicist if your story is axed or postponed. They will try another publication.

There's a great big world out there. Newsweek reaches over 3 million homes each week. They receive enough trash worthy press releases and media kits to fill a broom closet. Sometimes what you think is news? isn't. And you just have to trust your publicist to alert the media when something of interest is happening with your company. Or you run the risk of an editor never taking your releases seriously when you do.

Understand your target market. I know you think it would be the coolest thing since Nobu Next Door to be on the cover of Cosmo but you sell a high-end baby stroller. Cosmo readers don't have an interest in that. Trust me. They won't and the editors don't have time to wade through releases of no interest to their readers. Publicists know the publications' target audience and with the help of editorial calendars, they can figure out if you will fit in a certain issue they are preparing. So don't get upset when your publicist tells you they got you into a different publication because the one you wanted said "NO" to your story over 10 times. When they just aren't interested, publicists move on.

Sometimes the more is not the merrier. Just because we have an editor contact database of thousands doesn't mean each of them should receive your press release or an invitation to your launch party. It might sound great to you to say "Our company press release just went out to over 10,000 editors" but if they aren't targeted to the right editors they will only end up in the recycling bin. I'm positive Janice Huff at Channel 4 doesn't care about your gelato shop. She only covers the weather.

When it's time for your company to retain a public relations firm, remember to have realistic expectations. Your publicists know what publications are good targets and they know that providing you with the results you want is going to make you happy. And all publicists want to make their clients happy.

About The Author

Roman Pericon is the CEO of NakedPR (www.nakedpublicity.com), a public relations and event planning firm in New York. Subscribe to "The Naked Truth", his free monthly PR newsletter, by emailing www.nakedpublicity.com. NakedPR specializes in entertainment and lifestyle clients.

Wood Dale Chicago prom limo .. Lockport Chicago limo O’Hare

In The News:

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents

Internet browsers are useful, but they can be dangerous. Clicking on malicious links can direct you to dangerous websites that steal information or infect your device.

Apple's latest iOS update introduces advanced artificial intelligence capabilities, which may be capturing and analyzing sensitive information.

Breach site confirmed 56,904,909 Hot Topic users' data leaked online. Tech expert Kurt “CyberGuy" Knutsson says the company's silence makes matters even worse.

Tech expert Kurt “CyberGuy" Knutsson discusses how an innovative Easy-Way kit turns standard strollers electric, simplifying navigation for parents.

Tech expert Kurt “CyberGuy" Knutsson talks about T-Mobile being hacked in broad cyberattack on global phone and internet companies.

Tech expert Kurt “CyberGuy" Knutsson shows you how to add, customize and manage widgets for quick access to apps and info from your iPhone home screen.

Wrong Google searches can not only compromise your device and personal data. They can also bring law enforcement to your doorstep. Hackers are targeting Google searches.

China's Shanghai Kepler Robotics has developed a new humanoid robot that can carry up to 35 pounds per hand for commercial applications across various industries

Checking your hearing has gotten easier with the new hearing test feature in AirPods Pro 2. You can take reliable hearing tests using your iPhone or iPad.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Kurt "CyberGuy" Knutsson explains how a VPN — virtual private network — works and how running it can slow down the operation of your device.

The WalkON Suit F1, an exoskeleton developed to help people with disabilities, can actually walk over to a person in a wheelchair, solving a major problem.

ClickFix, a new scam targeting computer users, is on the rise in the U.S. The scam prompts its targets to click on a link to fix a problem.

Skydweller is the world's largest unmanned solar-powered aircraft that can stay airborne for weeks, and even months, without refueling.

The U.S. government said it is investigating after People's Republic of China hackers targeted commercial telecommunications service providers in the U.S.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Scammers are using increasingly sophisticated ways to lure unsuspecting victims, and some are impersonating an email help desk or support team.

You can unsend or edit your iMessages with the latest iOS updates. Kurt the CyberGuy explains how you can save yourself some potential embarrassment.

Kurt “CyberGuy" Knutsson says there’s been a rise in cybercriminal services using hacked police and government emails to send subpoenas and data requests to U.S. companies.

Kurt “CyberGuy" Knutsson discusses how Axiom Space and luxury designer Prada are collaborating on NASA's Artemis III spacesuit design.

Voice assistants may cause confusion across devices. Tech expert Kurt “CyberGuy" Knutsson offers some solutions to fix it.

Shameless scammers trick veterans into giving personal info or cash. Tech expert Kurt “CyberGuy" Knutsson explores five common scams.

Tech expert Kurt “CyberGuy" Knutsson helps you honor our heroes with these powerful podcasts, audiobooks and documentaries this Veterans Day.

Dont Expect to Bump Oprah From A Magazine Cover

Public Relations