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How To Get News Coverage of Your Hypnosis Demonstration or Event
Whether you're participating in World Hypnotism Day™, the Great American Smokeout® or a local health and wellness fair, here are some hints that will help you get local news coverage of your event.
1. Create a high-quality publicity kit (also called a media kit) and post it on your website where it's easy for reporters to find.
Here are some of the things your kit could include:
Every page in your media kit should include your contact details and a phone number where you can be reached on the day of the event.
The media kit exists to help reporters and editors cover your event. Ideally, it should include all the information they need to write a story or send a news crew. Reporters do not have the time to research anything on their own. Do not make them dig for details, or they're likely to just move on to a different story or different event. Reporters hate it when you make their jobs more difficult, so make it very, very easy for them!
2. At least a month before the event, send the basic news release and a hypnosis backgrounder to the "lifestyle" or "heath" editor of your local newspaper(s). Send the basic news release to your local "weekender" or "going out guide" calendar of events. Send the news release plus PSAs to your local radio and TV stations' "Public Affairs" or "Community Relations" reporter. Be sure your news release includes a link back to your whole media kit online so the editor can get more details.
Fax the news release or copy and paste the text of the release into an email. Do not send publicity materials as attachments. They won't make it through the spam filters at the newsroom (remember, the newsroom gets hundreds of news releases each week.)
3. Resend your release 2-3 weeks before the event to reporters and columnists who cover health and wellness issues and invite them to experience a hypnosis demonstration in their office to "dispel the misconceptions" (this allows you to meet several people at the media outlet instead of just one.)
4. About three days before the event, resend the basic news release to everyone you've sent it to before, along with a day-of-event schedule, the hypnosis backgrounder and a cover letter reminding them that the event is just a few days away. Tie your hypnosis demonstration into a recent event or news story (such as research findings or celebrity shenanigans) to emphasize that your event is relevant and timely.
5. ALWAYS respond immediately to any inquiry from a member of the media. They're nearly always on a very tight deadline.
6. Remember, the media outlet does not owe YOU any coverage. Their interest is in winning readers, listeners or viewers, and they want to sell newspapers or commercial time. Emphasize the inherent public interest in hypnosis as a way to help the media outlet meet their goals.
7. Always act professionally and appropriately if you're lucky enough to be interviewed. Speak in short sentences and emphasize the benefits of hypnosis. Talk more about hypnosis than about yourself.
Hope this helps you get the publicity you deserve!
Kathleen Hanover
Imagine That Creative - Marketing and PR
"The Pretty Goodest Public Relations,
Copywriting & Marketing Lady on the Planet"
1. Create a high-quality publicity kit (also called a media kit) and post it on your website where it's easy for reporters to find.
Here are some of the things your kit could include:
• A press release that describes what you'll be doing at the event
• A press release about the event itself (most large, well-organized events will have their own Media Kit that includes this. Here's an example from the American Cancer Society® about the Great American Smokeout®)
• Public service announcements about the event in 15-second and 30-second lengths
• A day-of-event schedule that lists the time(s) and location(s) of your demonstration, etc.
• An "evergreen" press release about your hypnotherapy practice and the kind of clients you help
• A "backgrounder" about hypnotherapy (what it is, what it's helpful for, etc.)
• A "backgrounder" about clinical studies of hypnosis (there's a ton of information available online)
• A brief biography that details your training, education, certifications, awards, speaking engagements, etc.
• Low-resolution (72 DPI) and high-resolution (300 DPI) professional head shots of you (snapshots tend to look amateurish)
• A list of story ideas or angles (such as "Dispelling common myths about hypnosis")
• A press release about the event itself (most large, well-organized events will have their own Media Kit that includes this. Here's an example from the American Cancer Society® about the Great American Smokeout®)
• Public service announcements about the event in 15-second and 30-second lengths
• A day-of-event schedule that lists the time(s) and location(s) of your demonstration, etc.
• An "evergreen" press release about your hypnotherapy practice and the kind of clients you help
• A "backgrounder" about hypnotherapy (what it is, what it's helpful for, etc.)
• A "backgrounder" about clinical studies of hypnosis (there's a ton of information available online)
• A brief biography that details your training, education, certifications, awards, speaking engagements, etc.
• Low-resolution (72 DPI) and high-resolution (300 DPI) professional head shots of you (snapshots tend to look amateurish)
• A list of story ideas or angles (such as "Dispelling common myths about hypnosis")
Every page in your media kit should include your contact details and a phone number where you can be reached on the day of the event.
The media kit exists to help reporters and editors cover your event. Ideally, it should include all the information they need to write a story or send a news crew. Reporters do not have the time to research anything on their own. Do not make them dig for details, or they're likely to just move on to a different story or different event. Reporters hate it when you make their jobs more difficult, so make it very, very easy for them!
2. At least a month before the event, send the basic news release and a hypnosis backgrounder to the "lifestyle" or "heath" editor of your local newspaper(s). Send the basic news release to your local "weekender" or "going out guide" calendar of events. Send the news release plus PSAs to your local radio and TV stations' "Public Affairs" or "Community Relations" reporter. Be sure your news release includes a link back to your whole media kit online so the editor can get more details.
Fax the news release or copy and paste the text of the release into an email. Do not send publicity materials as attachments. They won't make it through the spam filters at the newsroom (remember, the newsroom gets hundreds of news releases each week.)
3. Resend your release 2-3 weeks before the event to reporters and columnists who cover health and wellness issues and invite them to experience a hypnosis demonstration in their office to "dispel the misconceptions" (this allows you to meet several people at the media outlet instead of just one.)
4. About three days before the event, resend the basic news release to everyone you've sent it to before, along with a day-of-event schedule, the hypnosis backgrounder and a cover letter reminding them that the event is just a few days away. Tie your hypnosis demonstration into a recent event or news story (such as research findings or celebrity shenanigans) to emphasize that your event is relevant and timely.
5. ALWAYS respond immediately to any inquiry from a member of the media. They're nearly always on a very tight deadline.
6. Remember, the media outlet does not owe YOU any coverage. Their interest is in winning readers, listeners or viewers, and they want to sell newspapers or commercial time. Emphasize the inherent public interest in hypnosis as a way to help the media outlet meet their goals.
7. Always act professionally and appropriately if you're lucky enough to be interviewed. Speak in short sentences and emphasize the benefits of hypnosis. Talk more about hypnosis than about yourself.
Hope this helps you get the publicity you deserve!
Kathleen Hanover
Imagine That Creative - Marketing and PR
"The Pretty Goodest Public Relations,
Copywriting & Marketing Lady on the Planet"
Comment
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Comment by Kathleen Hanover on December 19, 2009 at 9:39pm
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Thanks so much for your kind words, Sheila. It's lovely to be recognized. :)
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