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Truths that you ignore --only at your own risk: & Etiquettes that can help you effectively work with journalists in generating bushels of free press.....

2. Reporters are hassled all day by PR people and they're pretty much sick of it.

3. Reporters don't care about your website, your book, your products or your life story, unless......

.....you are providing something that helps make their job easier -- that is, a really good story.

In that case:

1. Reporters love you.

2. Reporters are happy to take your call.

3. Reporters are fascinated by your website, your book, your products and maybe even your life story.

So what's the bottom line here?

When you design your public relations campaign, develop your angles, develop your media materials and begin contacting the press, always think:

"What can I do at this step that will make this more useful to a journalist?"

That means:

· developing story angles from a reporter's perspective, not a business owner's

· conducting yourself in a manner free of hype, cliches and puffery

· Using proper etiquette when contacting a reporter or editor.

Developing an Angle

What does it mean to "develop a story angle from a reporter's perspective"?

Have you ever met someone who has gotten way too absorbed by his hobby? He can go on for hours about his model trains or his coin collection. He can't possibly imagine why you, or anyone else, wouldn't be riveted by his in-depth discussion of Peruvian 19th century coinage.

He's far too close to his hobby to be objective. As it turns out, most business owners are the same way about their company. If you spend all day absorbed in the world of vitamins -- or golf clubs, or health insurance, or any other field -- you can lose sight of the realization that most of the rest of the world doesn't really care.

Etiquettes that can help you effectively work with journalists in generating bushels of free press.....

1. Don't call to "see if they got your release." Journalists hate this. Folks send out mass mailings and then call to see if the release made it there. If you really want to get a story in the Post, call first to pitch your story and then follow up with your release, photos, etc.

2. Plan your call around their deadlines. Most papers are morning editions. Thus, journalists' deadlines range from 2 p.m. local time and on. Don't call during this time! The best time to reach a newspaper journalist: 10 a.m. to noon local time.

3. Don't start pitching right away! If you get Joan Smith on the phone, don't just dive into your pitch. This is rude, as Joan may be on the other line, working on a story, entertaining guests or who knows what else. Start by saying something like, "Hi Ms. Smith, my name's Bill Jones and I have a story suggestion you might find interesting. Is this a good time for you?" Joan will reply "yes"--which is a green light to start your pitch, or "no"-- to which you reply, "When would be a good time to call you back?" Your courtesy will be greatly appreciated by the journalist...which can only help your chances.

4. Pitch to the voice mail. It's fine to pitch your story to the reporter's voice mail. Keep it very short and end the message with your phone number. If you don't hear back, try again until you get the actual reporter or editor on the phone.

5. Don't read from a script! The bane of many journalists' existences are 22-year-olds sitting in cubicles in big PR firms reading pitches off a sheet of paper. If you've ever been called by a telemarketer doing the same thing, you know how annoying it can be. Practice your pitch so that it seems natural and spontaneous.

6. Give them a story, not an advertisement. Newspapers do not exist to give you publicity. They exist to provide readers with interesting stories. Your job is to give the journalist what he or she wants, while getting the free exposure. Make your pitch newsy, exciting and relevant. How about: "Ms. Smith, as you probably know, obesity among children is growing at an alarming rate. Because of the ridicule they face from other children, millions of overweight young people are being marked with lifetime scars that can seriously damage their self-esteem. I host a unique website, were overweight kids can anonymously express their feelings and discuss this issue. I think I've learned some important things about a very serious subject." That's a whole lot more interesting to an editor than: "Ms. Smith, I have a website where overweight kids post messages. Would you like to do a story about me?"

7. Follow up immediately. If she's interested, Joan Smith will ask for more information. Be sure you have a press kit (including news release and photo) ready to send . Send it out via priority mail, and write "Requested Information" below the address.

8. Call again. Now it's appropriate to call to see if Joan's received your stuff...after all, unlike a mass- mailed release, she asked for it! Ask if she's had a chance to look through it, and what she thinks. If she likes what she sees, you're about to get some very valuable free publicity!

Working with Bookstores, Publicists and Twelve Personality Traits of a winning Publicist

WORKING WITH BOOKSTORES

Bookstores respond to individual authors very favorably. "I have found that bookstores are more likely to respond if authors are willing to give of their time - for example, volunteering to give a lecture or workshop on a topic related to your book or to writing/publishing. Even then, they still may not be willing to STOCK your book, but they usually let you sell copies in conjunction with your event. Bookstores also respond to CUSTOMER requests. If readers order your book from a bookstore, the store is more likely to take notice of your title."

1. Have postcards printed with the cover of your book that indicate the ISBN info, cost, publisher, etc. "I kept space to write that I am either a) in the area, or b) will be in the area on certain dates."

2. Follow up. "I call within 10 days of sending the postcard. If they don't have the book in stock, I ask if they are interested in having the book sent to them. (My publisher will do this for me.)"

3. If the bookstore expresses interest during a call but does not book you, send a detailed press kit with press clippings, book reviews, etc. ("to whet their interest"), and then call them ten days later. So far, I have been booked every time.

WORKING WITH PUBLICISTS

Just because a publicist is expensive does not necessarily mean they are good.

Creativity and work are important, but having access to media, contacts, and relationships are key for publicists.

Some tips on finding a good publicist:

- Deciding what you want to accomplish by hiring a publicist will help you figure out what kind of publicist you want. Do you just want someone who can get the attention of booksellers? Do you want coverage by traditional media (print and broadcast)? Are you already a bestseller and you want to find someone who can help you maintain this status?

- Ask for a list of the books that he or she has promoted.

- Ask for a list of industry contacts with whom the publicist has ongoing relationships.

- Will the publicist provide a performance log (list of which media outlets were contacted and the outcome)?

- Ask other authors for recommendations of good publicists.

TWELVE PERSONALITY TRAITS OF A WINNING PUBLICIST

Tenacious and inspired by rejection Publicists hear "no" more than salespeople and two-year-olds combined. Each rejection is ammunition to search for the next opportunity.

Response to tension Publicists are often at their best under fire. Rather than solving problems by abstract analysis, they quickly reach practical solutions by direct action.

Individual initiative Your PR Representative should not wait for instructions, but take the initiative to solve problems and anticipate and adjust to change.

Curiosity for learning With naturally inquiring minds, publicists want to learn everything possible about the products and services they promote.

Energy, drive and ambition Publicists should work rapidly and not be afraid to take calculated risks. They work the hours it takes to reach their goals.

Resourceful Armed with a sense of timing, they know what to say, when to say it, how to say it, and how to find right the person to say it to.

Flexible attitude A good PR Representative is able to see things from many different viewpoints, whether it be from executive management, a publication editor, or a hostile critic.

Service to others To them, pleasure is in the success of others. They have a natural desire to help people.

Friendliness Likeable, friendly and genuinely inquisitive, they easily attract a wide range of contacts and networks.

Versatility Often able to perform in a variety of areas because of their adventuresome spirit. The desire to learn and the ability to focus helps adjust rapidly to new tasks and multiple client needs.

Lack of self-consciousness They function as catalysts. The glory is seen in others fortune.

Connectors Publicists have a knack at hooking people, events and situations, and turning them into mutually beneficial opportunities.

Looking to Submit your book for Review? Here's some leads!

PLease make sure to follow any guidelines, this way later you're not wondering... why haven't they responded?

American Way Magazine

* At American Way the award-winning magazine of American Airlines and American Eagle Airlines, Sherri Burns who had been associate editor, has taken over as editor of the publication. Amy Robinson is managing editor and Jill Becker, is senior editor, along with Tracy Staton and Richelle Thomson. Elaine Gruy Srnka is in charge of the "Celebrated Weekend" section. The publication, which reached over 107 million American Airlines passengers. Some of their upcoming features in upcoming issues are: 3 day Trips from Boston, classic summer autos, business education packages, holiday gift guides, celebrated weekend issue. American Way is at 4255 Amon Carter Blvd., MD 4255, Fort Worth, TX 76155; E-mail: editor@americanwaymag.com

MSNBC.com

* At MSNBC.com two new editors have been added to its health news and information team. Robin Eisner joins as senior health editor. Molly Masland joins MSNBC as health editor in the company's Redmond office. Robin Eisner is reached at MSNBC.com One MSNBC Plaza, Secaucus, NJ 007094, (201) 583-5000. Masland is at One Microsoft Way, 25N/2105, Redmond, WA 98052- 6399, (425)703-6397.

Rush Limbaugh

* Rush Limbaugh, the right-winger, whose radio show is heard between 12 noon and 3, Eastern time has as the executive producer, Kit Karson. He is called Chief of Staff and is at the how, 1270 Avenue of the Americas, New York, NY 10020, (212) 494-0362; Fax: (212) 563- 9166.

DAYSIDE Talk Show

DaySide with Linda Vester is the FOX News Channel's new daytime talk show, which will take the viewer beyond the headlines for a closer look at the stories that newsmakers and the public is talking about. Linda Vester had served as anchor of FOXNews Live, the Channel's daytime hard news programming. DaySide which premiered last Monday, airs at 1PM ET is an interactive news program, broadcast from the New York area, which gives the viewer a voice, bringing people into the studio and giving them an opportunity to voice their opinions. The E-mail address for Vester is: linda.vester@foxnews.com. Suggestions for the show go to George Davilas, who is the senior producer for the show, at Fox News, 1211 Avenue of the Americas, New York, NY 10036, (212) 301-3000.

Women'seNews

Women's is a nonprofit independent news service, which covers the issues that are of particular interest to women. The editor, Rita Henley Jensen, and her staff deliver full and balanced reporting of women's issues. The service has been around since January 2002 as an independent news agency. Reporters and commentators are selected based on their professional experience as news reporters and their connection to women's communities in the US and the world. New to the service is Mona Eltahawy, who is becoming managing editor of the Arabic site, which is aimed at Arab and Muslim women in the Middle East and the US. In addition to Jensen, Corinna Barnard is senior editor; Alexandra Poolos is the assistant managing editor. Reach them at the publication, 135 W. 29 St., Ste. 1005, (212) 244-1720; Fax: (212) 244-2320. E-mail contacts: editors@womensenews.org; ourdailylives@womensenews.org; press releases: pr@womensenews.org; storyideas@womensenews.org; outrage@womensenews.org.

ESPN

At ESPN there are lots of changes afoot. Rome Is Burning is a new weekly Tuesday sports hour which will feature commentary from the combative sports talk show host. This will be Rome's first TV work since he stopped The Last Word with Jim Rome on the Fox Sports Net late in 2002, after spending 5 years there. In addition to his TV work, he also hosts a nationally syndicated radio show. Rome's duties on ESPN will include a column on ESPN.com, and a weekly one- minute editorial on Sports Center. The new program, which is still in development stages, will be more than just a sports talk show says Mark Shapiro, the ESPN executive VP in charge of programming and production. It will be a sharp, intelligent, analytical entertainment program, combining the talents of Rome, with a no holds barred line setting Rome apart from other commentators. Each episode will include: Rome is Burning, a monologue featuring five topics Rome is fired up and wants to get off his chest; The Forum, 'politically incorrect' style debate and discussion with guest sports writers and other personalities; FAN- ning and Flames, where Rome takes on the hot-button news issues of the week; Meltdown/Smackdown where Rome comments on a variety of topics, including a classic meltdown by an athlete or team, an outrageous athlete sound-bite, or an outstanding performance by a player of team; Rise and Fall, a who's hot, and who's not list with commentary. Suggestions for The Jim Rome Radio Show ,which is heard Monday to Friday from 9 to 12PM, goes to Travis Rogers at the Jim Rome Show at Premier Radio Network, (818) 461-5426.

Comcast Network

Barry Nolan is hosting a nightly show on CN8, The Comcast Network. Nolan is a veteran of Extra and Hard Copy, and his new show will be a 60-minute issues oriented show, relevant to the New England area, with topics ranging from politics to entertainment to the day's top news stories. The show, which will be seen by 2,200,000 Comcast cable viewers, will be shot in the studio with call-ins, and shooters on the street. Called, CN8 Nitebeat, it has just premiered and airs week nights, live, from 7 to 8 PM ET. Contact for the show is Tom Cole who is the senior producer, at (617) 876- 5005, ext. 2204; Fax: (617) 876-8613; Tom_Cole@cable.comcast.com. Rebecca Connell is another producer of the show. They are at CN8, The Comcast Network, 179 Amory St., Brookline, MA 02446.

Florida Horizons Magazine

Florida Horizons Magazine has appointed Kathryn Howard executive editor and Muriel Sommers is now managing director. The announcements were made by Len Dugow, the editor-in-chief and president of Florida Horizons Publishing, the state's largest luxury residential real estate and lifestyle magazine. As executive editor, Howard is responsible for the editorial content of the magazine. Sommers is focused on sales management, and generating increased opportunities for the magazine. Both had worked together previously at Florida Home & Garden. With a circulation exceeding one million, Florida Horizons is distributed to the world's wealth clientele in Florida, the Northeast, and Latin America, and features profiles of exclusive residences in the Florida area. The publication combines lifestyle trends, interior design, arts, and culture, combined with real estate resources. Contact Howard at the magazine, 1777 Michigan Avenue, Ste. 203, Miami Beach, FL 33139, (305) 672-2010; Fax: (305) 672- 0578. Len Dugow is reached by E-mail: len@Floridahorizons.com.

AAAHRP

The Society for African American Historical Research and Preservation (AAAHRP), a nonprofit historical organization is accepting books pertaining to black history, genealogy and culture for reviews. With more than 60,000 books published in the US yearly, many worthwhile titles slip through the cracks, therefore, even if the book has already been published, they will consider reviewing it if it appears to advance the understanding of black history and the black experience in the US. Any that to be reviewed should be sent, with a brief bio of the author(s) to:

Review Committee AAAHRP, PO Box 17596, Seattle, WA 98107-1269. (206) 547-5394. You can also contact them with suggestions by E-mail: AAAHRP@attbi.com.

Syndicated Talk Show

Sarah Ferguson, known as Fergie who was the Duchess of York will be starting a syndicated talk show to be called Fergie, to debut this fall in either a weekday morning or afternoon slot. The show will be syndicated by Universal, and the executive producer of the show will be Amy Rosenblum, who is also the producer of the Maury show, with Maury Povich the host. Reach her at Universal, 15 Penn Plaza, New York, NY 10001, (212) 547-8400.

Monthly Magazine

The Believer is a new monthly literary magazine which has been generating a lot of attention recently. The publication, which is in print and on the Internet at www.believermag.com was created by novelist Heidi Julavits, Ed Park, a senior editor at The Village Voice, and Vendela Vidas, who is also a novelist. The fourth associate is Dave Eggers, married to Vida, who has worked out a publishing deal with The Believer to piggyback it on his successful independent publication, McSweeney. The publication, which is essentially a book review magazine, with a twist, contains book reviews which are at times, often very long, with interviews with authors they deem interesting. The publication contains no ads, is printed in four color on heavy-stock, and contains essays, reviews, and interviews, at least one philosopher a month, and timely features that profile the latest in power tools, mammals, motels, lights, and children. They have writers, both venerated and/or destitute answer the questions...."what are you working on?", and compile lists of books that are fast and easy to read. Books for Review can be sent to them at: The Believer Book Review PO Box 327 Brooklin, ME 04616.

The publication is in bookstores.

Monthly Magazine

Tracks is a new music magazine that is being planned for fall from Good Music Media. Being developed by ex- Spin and Vibe executives John Rollins, Alan Light, and Dana Sacher, the publication will appeal to the over-30 music fan. Also involved in the new magazine will be World Publication, which publishes such magazines as Saveur and Sailing World. They will have a minority stake in the new publication. Although it is a long time from publishing their first issue, the editor-in-chief will be Alan Light, with John Rollins, their CEO. Also in place is Ellen Fanning art director, and Perry van der Meer, formerly of Talk and The New Yorker, as the managing editor. World Publications is at 304 Park Avenue So., New York, NY 10010, (212) 219-7400; Fax: (212) 219- 4696.

Quarterly Magazine

Winner of the 2000 Alternative Press Award for Best Arts and Literature Coverage, the quarterly Rain Taxi Review of Books provides a place for the spirited exchange of ideas about books, particularly those overlooked by mainstream review media. While Rain Taxi focuses on current releases, it also devotes space to the discussion of older works that continue to resonate. Interviews, essays, and "Widely Unavailable" (reviews of out-of-print books) are also regular features of the magazine.

Rain Taxi considers books in the categories of poetry, fiction, and literary non-fiction (such as biography, philosophy, or cultural studies). We also regularly review graphic novels and audio publications (CDs). We do not review books in other areas (e.g., gardening, cooking, business, self-help) unless there is a significant literary connection. We only occasionally review children's books or chapbooks.

Please note that we do not accept electronic files of any kind, only printed books (finished books or bound galleys) are accepted for consideration, unless the work is new media/hypertext of literary interest, in which case a CDrom with explanatory press release may be sent.

Publishers (or authors) who would like to have a new release considered for review are welcome to submit review copies and any relevant press information to our mailing address:

Rain Taxi PO Box 3840 Minneapolis, MN 55403

Please understand that we cannot review everything we receive, though all books are considered fairly-as an alternative book review, we appreciate the opportunity to see work from a variety of publishers. We are a quarterly publication, so we often take several months to consider a book; please do not send follow-up queries unless absolutely necessary. We will notify you if your book is selected for review, and we always send tearsheets or links upon publication.