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March 23, 2007, Newsletter Issue #234: Successful Publicity
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Tip of the Week
To be truly successful at Publicity is costly in terms of staff time and effort because the competition is fierce for this free resource. It also takes creativity and salesmanship, so it canīt be delegated to just any warm body or volunteer. The single biggest reason arts organizations donīt receive news coverage is that they have no news or have failed to present their information so that the news Value is evident and persuasive. Always ask, So what? when considering a story angle. How can I spin this story so that the broadest possible audience will care to read it? Reporters, editors and producers are people, too, and have individual ways of going about their jobs. Itīs important to talk with them and find out what they need, how they need it, and what you can do to shape your story to meet their needs.
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