Generally, publicity must be considered a gamble, for unlike advertising, which is paid for, there’s no guarantee that it will be used. Furthermore, often than not it is just that: publicity—not hard news which an editor or broadcaster needs and will use. Publicity stories are suspect because they represent your idea of what people want to know about. Even well written, your release is automatically considered commercial. To gain acceptance and creditability for this important tool in your marketing program, consider using an outside writer.
There’s a good chance a “disinterested,” third-person approach will have a better chance on the receiving end to start with. Further, the writer will likely have more editorial contacts than you do. Outside sources include print and broadcast syndicates and networks, communications firms and consultants, moonlighting publicity pros, freelance writers and others. Of them all, the freelancer seems to be the most often overlooked as a source of extending your publicity punch.
The freelancer generally specializes in in-depth reporting, and unlike a quickie sports mention on radio or a squib in a newspaper, the in-depth magazine article can go far to change attitudes. Skiing is no longer the specialized subject it once was, and now both consumer and trade magazines find use for material from operations such as yours. Today there are about 250 key ski writers and broadcasters in the country. However, there are twice as many recognized magazine and travel writers. Actually, about 16,000 Americans call themselves “author,” but its the hard-core 500 who generally produce from one-third to one-half of all articles printed each year by the large consumer publications.
The beauty of this breed of writer is that they usually offer the best and quickest route from your office to a magazine editor’s desk and thence into print. It’s rather common for editors to rely on the judgment of established freelancers to tell them there is a good story and how it ought to be developed. Too, the professional writer almost never produces a manuscript without having first queried an editor and received a go-ahead, so if you are working with one who has been given the green light, the chances of your having your story published are quite good.
How do you find a writer? There are three basic steps to consider:
- Obtain a list of such writers, particularly members of the Society of Magazine Writers and the Society of American Travel Writers. Bone up on the kinds of articles they write.
- Become acquainted with the media they write for. There are just over 200 national consumer magazines today; one fourth are so-called “general interest.” The balance are devoted to more specialized fields of consumer interest, such as sports, fashion, home and garden, etc.
Familiarity with the content of magazines leads to story ideas on your part which can be suggested to professional writers. - Contact these writers and let them know you exist. Consider sending them a selection of possible story subjects/ideas.
One final note. Treat these people as the professionals they are. Don’t insult them by offering highly commercial or questionable subject matter. Not only can you turn them off for future opportunities but you might also get them in a mood to do a piece which provokes, not promotes, your area’s image.—Phil Camp
