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Many business owners, authors, musical artists and others who want to get free publicity make costly mistakes when dealing with the media which prevent them from getting the publicity they deserve. Here are some things you should avoid:

Not coordinating traditional media and new media. Many people feel that their publicity programs should be one or the other, or that traditional media is dead. Both are very effective ways to get free publicity.

Using social media to hard sell. You can use social media to sell, but your primary focus should be on creating relationships, which may then lead to business profits.

Poorly written press release. The press release must be written like a newspapers story, even if it is for broadcast media. It should be in the inverted pyramid style, which means, start with the most important point and proceed to the least important point. It should be written in the 3rd person–she,he, they–not you, I, us. It should be short, somewhere between 400 – 600 words.

Weak press release headline. This is the most important part of the press release. It should catch the journalist’s attention and convey the main point of the story.

Advertising. The press release should read like news, not a thinly disguised ad. Avoid industry jargon and hype.

Talking too long. Journalists are very busy. When you call them on the phone, be polite but get to the main point fast.

Being late. Many people trying to get free publicity pitch stories without giving reporters and editors enough advance notice. If you have a scheduled event, send your pitch at least two weeks ahead of time for newspapers and broadcast outlets. Most magazines have a lead time of several months to a year.

Being unavailable. Reporters are always on deadline. Make sure that you are available when they on a deadline for the story they are doing about you. They will often have additional questions about the story. So if you want free publicity, be there when they need you.

Danek S. Kaus is a veteran business journalist and publicist. He is the author of “You Can Be Famous! Insider Secrets to Getting Free Publicity. Get Free Publicity Tips at his website and learn how You Can Be Interviewed on Radio Talk Shows

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