Publicity Primer

Getting a story about your bookstore in a local newspaper can be a great benefit. Unlike advertising, there is very little cost (in terms of dollars and cents) in mounting a publicity campaign. It may be a feature story about your bookstore, a mention of your store in an article about a trend in bookselling, or your comments on an issue affecting your business.

The following definitions and suggestions are meant to minimize your time and maximize your effectiveness in getting publicity for your store and dealing with the media.

TOOLS OF THE TRADE

Press Release
A press or "news" release is generally used to make an announcement, such as an expansion of your children's section or a particular author coming to your store. The first paragraph should summarize why the news you are delivering is newsworthy. The second paragraph provides information that supports the lead paragraph, and the rest of the release contains basic information. Make sure you include a contact person and phone number on your news release.

Personal Letter
Called a "pitch letter" in the language of public relations, this letter presents a story idea to a reporter. It should clearly and concisely state what your story is and why it would make a good feature story. You will need to follow-up with a reporter if you have sent him/her a letter. In following up, be persuasive: Convince the reporter that the story is newsworthy. Use notes if necessary.

Cold Call
If you decide to call a reporter with a proposal to do a story, keep it simple; all the reporter wants to know is what you have to offer and how newsworthy it is. A phone call can be a good way to introduce yourself to a reporter, but be prepared to follow up with something in writing.

Media Alert
Media Alerts are used to announce an event to which you want to attract media attention, such as a book signing or reading.

Fact sheet
A fact sheet provides basic information about your store: when it opened, who the owners are, types of books you carry, etc. You can incorporate your fact sheet into the promtional materials you distribute to the media.

Letter to the Editor
This is your opportunity to speak your mind in response to a story, an editorial or a public issue.

TALKING WITH A REPORTER

A reporter's job is to get a good story. To achieve that goal, reporters will look to you to persuade them that you have a good story, and they then will use their tools to get that story. Because they are often on a tight deadline, reporters may seem blunt or even rude. If that occurs, remember that hostility returned will only work against you in the final analysis. Your goal is to get a positive story or mention of your store. You must keep focused on that goal.

In talking with a reporter, keep your key messages in mind, no matter what the question. (See "Talking Points"). Repeat the two or three points you want to make as frequently as possible throughout the conversation. If possible, answer every question with one of your key messages. If you are doing a phone interview, you should keep your talking points or key messages at hand.

Generally the best time to call a reporter is early in the day.

Attribution Rules

• Reporters use a variety of rules in discussing topics with interview subjects. There is one rule that you should always remember in talking with a reporter: Everything you say is "on the record," which means it can be quoted and attributed to you. And remember: Once you've said it, it's on the record; you can't take it back. If you say something that you believe was not what you want to have reported, you can always say, "Let me rephrase that." But don't ever count on a reporter allowing you to alter your comment, especially if it is on a controversial subject.
  

• If you feel during an interview that you have not articulated your point accurately, just explain it again to the reporter. Never ask a reporter to read back a quotation or to show you an article before publication. Since you can't control what the reporter is going to write anyway, doing so would only serve to insult the reporter and work against your efforts to build a positive working relationship.
  

• Speak simple English. Reporters are not always experts in the area they are covering. Don't assume he/she has complete knowledge or understanding of anything. Therefore, avoid using jargon, unless you are talking to someone who clearly understands it. It is better to explain thoroughly what you are talking about than be surprised when the reporter misses your point in the article.
  

• Confirm the reporter's deadline: If a reporter calls and you want to call him/her back later with additional information, be sure to ask what his/her deadline is before hanging up.