This week, 10 Publicity Hounds have tips Andrew Ingram of Toronto, Canada. He and his wife own a high-end maternity boutique. A local magazine that has a Best of Toronto section and a fashion guide continues to ignore them. Andrew wants clever publicity ideas that will get the boutique into the magazine and elsewhere.
From Christina Sorbella of Syracuse, New York:
“Do they have a Best of Toronto maternity or boutique category? If they don’t, call the editor and tell them why they should include one, and give them a list of local stores that fit that category. I know, it sounds like you’re providing your competitors with opportunities. But that’s OK, if you invite the editor on a personal one-on-one tour of YOUR store after you give him or her your list.
“Chic maternity wear is all the rage here in the States, and pregnant fashionistas from all kinds of television shows are wearing the latest mama wear. Lots of celebs are currently pregnant – Britney Spears, Jennifer Garner, Denise Richards, Heidi Klum, to name a few. Do you carry any of the lines of maternity clothing that any of the celebs wear? The clothing line 2chix got very popular after one of the stars of Desperate Housewives wore one of their shirts on the show. Pitch the editors about your insight on the latest maternity fashions trends and the availability of them at your store.”
From Molly Cook of Spokane, Washington:
“Fashion show, fashion show, fashion show! Create a catered event that combines a maternity fashion show with a party. If you can enlist any expectant local fashion mavens for models, so much the better. Obviously, you will invite appropriate people from the magazine and also include current and former customers who can talk you up over tea, wine or milk and graham crackers–no wine for the expectant mothers, of course. The folks at the magazine need to understand that for former professionals now entering motherhood, fashion is as important as it was for those big time board meetings.”
From Mark Buzan of Gatineau, Quebec:
“Media relations is much like relationship developing. If you only knew the amount of information an average newsroom or magazine gets in a day, you’d understand that priority goes to the ones who have built up a long-standing relationship.
“Take the time to get to know the editors, go for lunch with them, and LEARN what makes a story for THEM. Too often, people believe that because they have the greatest product on earth and as such, they deserve coverage. But what’s newsworthy about it? Make yourself a resource and you’ll gain the coverage you deserve…and a friend in the process!”
The Publicity Hound says: Mark is absolutely correct. Relationships are everything if you want publicity. OK, on the count of three, I want all Hounds who have attended my workshops to repeat the most valuable question you can ever ask anyone in the media. Ready? One, two, three!
“How can I help you?”
Don’t ever forget it.
If you’re afraid of the media and reluctant to start building relationships, relax. I show you hundreds of ways to get to know reporters, editors, TV and radio talk shows hosts and other media folks and stay on their radar screens so they come to YOU for information. They’re all in my ebook “How to be a Kick-butt Publicity Hound,” a one-stop-shop for anybody who wants to self-promote. Perfect for publicity puppies as well as old Hounds who want to learn new tricks.