This is much easier than you think. Don’t be intimidated by the concept of a reporter writing a story about you and your project. Reporters are always looking for stories. The fact that your project is small benefits the reporter because the story he’s going to write will be about something that most people have never heard about before. That’s the kind of story that good reporters want to write.
Here are some basics on what you need to send a reporter:
1. A cover letter.
2. A press release, no more than two pages.
3. A fact sheet with bulleted items like title, price, where your project is available, etc.
4. A review copy of your project.
5. Clips of press that you have received.
Consider the above your project’s press package. Your cover letter is a very important part of this package. Reporters get lots of press releases. It’s important to send a press release, but it’s the tailor-made, personalized cover letter where you are going to really sell your story. In the cover letter, which should be somewhat different for each reporter that you contact, you want to give the reporter a “spin” or a unique “pitch” on your story. For example, if you are sending a press package to your hometown newspaper, the pitch could be “local boy creates project.” When you are sending a press package to the larger newspapers, like the Los Angeles Times, you might try a pitch like “small independent press/record label takes on the conglomerates,” or something like that. Reporters love the “little guy takes on big guy,” “underdog dreamer dreams big dream” types of stories.
It should be noted that reviews are different from stories. A publication or website might not review your project, but that doesn’t mean it will not write a feature story on you and your project. For example, your book might not get reviewed in the New York Times’ Book Review, but you just might be able to get written up in Arts section, or the Sunday paper’s City section. It works the other way as well. You might not get a feature story, but your project might get reviewed. You have to work all the angles, meaning you have to contact ALL appropriate editors at each paper.
Remember to start with the small papers, and also note that no press is too small. Send a press package to your alumni newsletter, the community weekly… as many papers as you can. Do not skimp on review copies. Who should get a review copy? As many people as possible. How many review copies should you send out? As many as you can. And don’t neglect the web. You want to get reviewed by both print and online publications. Keep in mind that different kinds of publications have different lead times. Magazines need your review copy months in advance, whereas online publications need much less lead time.
The goal is to increase your odds of getting written up, reviewed, mentioned, featured, listed… something, anything. Any exposure is good, and it usually starts with short reviews. Even a mention in a small zine helps. There is a snowball effect with being written up, and I’m not just talking about increased sales. Write-ups lead to more write-ups. Just like consumers tend to buy what other people are buying, reporters and reviewers and zine publishers tend to write about what other people are writing up. And small stories in small publications get read by people who write longer stories for bigger publications. So the more people you get your project to, the more likely this kind of momentum will build.
Once you start to get reviewed and written up, be sure to include these write-ups, referred to as “clips,” with your press packages or send them along with a follow-up/reminder letter to people you have already sent review copies to.
Be sure to keep track of who you sent press package to, and when. This isn’t just for record-keeping. In order to actually generate some press, you have to make follow-up phone calls on your mailings. It’s best to avoid leaving voice mail messages. Just keep calling until you get a hold of the reporter, and when you get them on the phone, don’t just ask if the writer/reviewer received your project in the mail. Of course he did. He might not remember getting it, but it definitely showed up in his mailbox. Tell the writer who you are, what you sent, and a quick bit of relevant information — a pitch on why your project is of interest to the particular writer’s readership. At best, you’ll convince the writer to write up your project, at the worst he’ll rudely tell you thanks but no thanks. It’s also very common for the reporter to say he’s not sure if he got your press package, and then ask for you to send another package. Kind of a pain, and definitely an extra expense, but you have to mail off that second package. Just make sure to make contact. The squeaky wheel gets the grease. Sending an e-mail to follow-up on a press package is also effective. Reporters will often reply to you right away. The problem is the response you get will often be very short, and it’s hard to gauge interest. Phone calls are better, but e-mail is still a good option. Any reciprocated contact is good.
Of course, the bigger the publication, the harder it is to get a hold of the reporter. And sometimes you just won’t actually get a hold of the person you are trying to reach. Certainly don’t harass anybody. That would have the opposite effect of what you are trying to accomplish. If you can’t follow-up with a phone conversation, send a handwritten note, along with a second press package, encouraging the reporter to take another look and reconsider your project for coverage.
To get staff contact information at publications that you want to review or write-up your project, simply go to your local library’s reference section and look at either Bacon’s or Burrelle’s media directories (print, online, radio and television). Not only do these directories list addresses, website URLs, e-mail addresses and phone numbers, they also provide the names of writers, editors, reviewers and producers. And of course, do research on the web. And remember that most print and online publications supply contact information right on their websites, including the e-mail addresses of the reporters and reviewers.
Put some serious thought into your media list. Don’t just mail out your press package to feel like you’re doing something. Strategize your effort. Seek out the contact information for reporters and reviewers that you think will be interested in your project. Include on your list any journalist that you’ve met or had dealings with before. Obviously you want to target journalists writing for publications that cover whatever theme, subculture, subject or niche that your project falls into.
Following are some publications in which you have a real good shot of actually getting some coverage, so they should definitely be included in your media list.
Local paper first
Send your press package to your local newspaper(s), and make follow-up phone calls right away. Use the local angle to get coverage. There are more opportunities to get a good chunk of ink in your local paper, so don’t just automatically send your book to the editor of the Book or Arts section. Consider contacting the editors of the Features, Local/Metro or Business sections — even the editor of the Front Page if your local paper is small enough to cover a local artist on page 1.
Alumni Newsletter
Your University’s Alumni Newsletter is a great place to get ink. Keep in mind that alumni newsletters go to all graduates of your University — thousands and thousands of people. And alumni newsletter editors are always looking for news on former students, so make sure to send your press package, as well as a recent photo. Be sure to also note in your cover letter what your major was and the year you graduated.
Hometown paper
Newspapers love to write about the local boy/girl who moved away and done good. Send your press package, along with a personalized cover letter outlining your history with the town, to the appropriate editor(s) at your hometown paper. It helps if your family still lives in the town, or if you have some solid roots that you can point to, such as the being the valedictorian of your high school’s graduating class.
Your Due For Paying Your Dues
Send a press package to relevant Association / Organization newsletters. If you’re a member of any relevant association or organization, be sure to use your member status to get a write-up in the organization’s newsletter.