Tom Peric, president of Cherry Hill, NJ-based Galileo Communications Inc., has spent more that 25 years in the media business. He is the editor of HVACR Distribution magazine and author of Wacky Days, an easy-to-follow guide on putting PR to work to help you grow your business.

If you want free publicity, you need what’s known as a media list. After all, how can you contact the media if you don’t know where they are?

Here the most basic way to do it without spending a penny.

Go to the Yellow Pages telephone directory and look under:

1) Newspapers (Daily)
2) Newspapers (Weekly)
3) Radio Stations
4) Television Stations

Input the information into a database. Address your press release to the following:

1. Daily Newspapers – Send to: Editor
2. Weekly Newspapers – Send to: Editor
3. Radio Stations – Send to: News Director
4. Television Stations – Send to: Individual Reporter by name OR News Director

If you’re also interested in the HVAC trade press, such as Contracting Business Magazine, visit www.hardinet.org, click on resources links and scroll down. You’ll see links to the trade press.

Now you have your list. Next month, we’ll cover the best way to prepare and send a press release.

Which book have more HVAC contractors read regarding publicity than any other? Visit www.wackydays.com.

Tom Peric, president of Cherry Hill, NJ-based Galileo Communications Inc., has spent more that 25 years in the media business. Contact him at 856-874-0049 or tom@thegalileo.com.



Read This & You’re Guaranteed Media Coverage April 2007
by Tom Peric'

Yes, I made a guarantee. And watch me fulfill it . . . all you have to do is stay with me for three minutes to learn the most important commandment in writing a press release and one almost no one really follows.

I’m going to stun all my readers this month with a simple, yet powerful rule that is one of the most consistently ignored commandments in the media business. I see top gun PR flakes break the rule (often) and even solid journalists do the same. If you think this is hyperbole, remember, as the editor of five different publications I read more than 1,000 press releases each year.

Here’s the secret everyone ignores: Most people who write a press release compose lousy headlines. Most headlines are dull, say nothing, too cute or promise something the story can’t deliver. Sometimes the headline is just wrong.

Yet headlines are the most important element of a press release. One of America’s top marketing experts, someone who gets, from what I hear, about $25,000 per appearance, is allegedly to have said that you could sell anything with a great headline and testimonials.
Well, I’m not in complete agreement, but I know what he meant with the headline.
It boils down to this: If you can’t get your reader to go to the next line you’re dead. Proof? Why do you read a newspaper article especially if it’s NOT on a topic that you usually read? What makes you actually read the article? It’s the headline. If you’re not drawn it, you stop and turn the page or move on to another story.

There isn’t enough time for me to give you a complete lesson on writing a headline. But I got you this far with a pretty fair headline. So now comes the reward.

Here Comes That Secret Tip:

Here’s your big PR tip: Solve a problem in the headline. That’s it. Just solve a problem.

I recently wrote a press release for an insurance organization that has ties to the HVACR industry. The original headline mentioned the connection. Nice, but so what? Does the reader REALLY care?

What did Tom do with the headline? I showed that the insurance company could LOWER medical coverage costs IF they belonged to the trade organization.

Yes, I kept the connection between the two organizations but it was important to give them a reason to read more. The reason? Save money, it’s something everyone, especially contractors, wants to do. (Sorry, can’t reveal who it is but you’ve heard of them if you’re in the HVACR business.)

Here’s a quick example:

Company XYZ Releases New Value (Who Cares!!!)

New Value Saves Technicians 20 Minutes on Service Calls (Now, you care because you’re saving time. You solved the problem of time that all technicians face.)

Another Tip

I was a very average headline writer for many years as a journalist. Frankly, I didn’t care about headlines (even though I “knew” the rule about its importance). I always reasoned that my writing was so good readers would just devour my words. I was wrong. The simple truth is that without a compelling headline, they won’t bother to read what you write.

I got better at headline writing with a very simple approach. Practice. I started paying attention to headlines. Remember your first change-out with brand XXX? Tough! How could you ever do it by yourself, you asked. A year or two later and you’re ready to show someone else how it’s done. Practice is what gave you the skill and the confidence. Practice really does almost make perfect. And if you don’t have the talent for it (after all, who has talent for EVERYTHING), find someone who does.

Next month I’ll write some good and bad headlines for you.

Tom Peric, president of Cherry Hill, NJ-based Galileo Communications Inc. spent more that 25 years in the media business. He’s also an expert in our industry. He’s the editor of HVACR Distribution Business magazine, the official magazine of HARDI and his book Wacky Days: How to Get Millions of $$$ in Free Publicity by Creating a “Real” Holiday & Other Tactics Used by Media Experts (www.wackydays.com) has sold more copies to HVACR contractors than any other in the industry. Contact him at 856-874-0049 or tom@thegalileo.com.




Fat, Forty and Fired April 2007
by Tom Peric'

Now THAT’S A GREAT Headline.

Following are several time-tested, effective ways to write better headlines. Allow me to share a big secret with you. If you don't know how to write a headline or feel uncomfortable about writing one, here is a painless, no-cost approach (you don’t even have to buy my book) to solve your problem.


It’s Good Friday, and I’m checking my mail. I see that there’s a book package. I open it reluctantly because as editor of B2B Marketing Trends, I don’t review books anymore. (OK, it’s the title of the book, but it is still a headline.)

Then I read the title (headline) and actually snicker.

The headline is PERFECT for TWO reasons.

First, it got my attention. I erupted with a slight laugh.

Then I went to the inside flap of the dust cover to see what the author looked like. Good-looking fellow and certainly not fat.

Because I happen to be well over 40, the book hit a resonated chord with me.

But here’s where the headline and then the accompanying material really worked: I decided to read the book.

Any writer would call that a touchdown.

Now to return to the issue of writing a headline. If you remember from a previous lesson, I mentioned the importance, indeed, the overwhelming importance of writing a good headline.

I also promised to spend this issue talking more about headlines, with some examples.

I've already started with one example that I thought was terrific.

Following are several time-tested, effective ways to write better headlines. Allow me to share a big secret with you. If you don't know how to write a headline or feel uncomfortable about writing one, here is a painless, no-cost approach (you don’t even have to buy my book) to solve your problem.

Simply go to your supermarket and look at the headlines of the magazines at the checkout counter. They offer a graduate school in headline writing. Also keep in mind that many of those publications rely on counter sales rather than subscriptions to make a profit. That means they have to grab your attention or you won't buy the publication. I would strongly urge everyone reading this lesson to study the headlines of the magazines the next time you’re shopping.

Secret No. 1: In my previous lesson, I mentioned that if you simply solve a problem, you're on the right track. I still believe that you simply cannot go wrong with solving a problem in the headline.

Let’s try it. (I'm going to use contractors or contracting as an example, however. The principle remains the same no matter what the product or service is.)

Bad: Joe’s HVAC Contracting Business Offers Discount for Spring Service

Who cares? It would be unusual for a newspaper to use this headline from a press release. It smacks of being too self-serving and reads like an advertisement. The only redeeming quality is that it hints at saving some money.

Good: Local HVACR Expert Offers Free Maintenance Audit
Before Memorial Day

Contractor Reveals Inexpensive Maintenance Tips

The good headline is effective for several reasons: 1) you've established a local identity; 2) you used the word free — still a very popular and effective word. Even today, it is an eye catcher; 3) it’s timely because it’s springtime, and people are thinking about tasks around the home; 4) you've offered a deadline to the reader, literally “forcing” them to decide by Memorial Day. (We call the line below the headline a subhead –
it expands on the headline and is a very effective copywriting technique.)

Let’s recap: You have a local person offering something for free with a solution to a problem: managing your home maintenance issues.

Now you take it even further with the subhead. You get specific. You now demonstrate that they're going to share maintenance tips and, more importantly, that those suggestions are both easy and inexpensive, which are always welcome to the ears of a homeowner.

Another tried and true method that is extremely effective is simply to add two words to the headline: how to. It's amazing how those two words continue to grab our attention. Here’s an example.

Bad: The Things You Need To Know When Buying An Air Conditioner

This example isn’t really a bad headline, but it's too wordy for what it says and too vague. It does, however, suggest that you're going to get some valuable information.

Good: How To Buy An Air Conditioning System
Without Breaking The Bank

This headline starts off with the powerful how-to and immediately explains what. If you're going to buy or even thinking about buying an air conditioning system or even an air-conditioning unit, you probably will want to read this article. The headline tips you off that some suggestions or advice follow. What makes this headline particularly effective is the added “without breaking the bank.” Why? Most homeowners either know or suspect that air-conditioning systems are expensive – it's a major purchase. What you're already suggesting in the headline is they can have this new system and it doesn't have to put them in hefty debt.

Secret No. 2: Another secret to writing a headline is to use a number. That's why good headline writers use numbers. That’s also why you will see “3 Easy Ways To Make Money In Your Spare Time” or “7 Best Ways To Save Energy In Your House While Reducing Costs.” Numbers provide a finite universe of information because they're telling the reader exactly how many steps or points they will have to read in the article.

Bad: Fighting A Heat Wave With A Reliable Air Conditioner

This headline isn’t dreadful but it certainly is boring. You're also stating the obvious. So the reader has to ask: Why should I read this? I already know that an air conditioner can keep me cool.

Good: 7 Easy Cooling Tips During A Heat Wave

Best: 7 Easy Cooling Tips Offer Heat Wave Salvation

The good headline is the shorter and more specific one with the promise of comfort. First, it tells you there will be 7 tips. Then it tells you that those tips are about cooling, and will be easy to follow in the heat wave that you're suffering through. Support the headline by formatting the body of the press release with seven bullets, each representing one tip. This provides a tight and informative body to the press release.

• That’s a bullet.

After finishing the good headline, I thought of another one that is ever so slightly longer. I consider it to be the best headline of the three. Why? The language is more descriptive and more powerful.

So there you have a few examples of headline writing for contractors, keeping in mind that what works for them works for anyone.

* * *

By the way, the book, Fat, Forty, and Fired, is about a top gun advertising guy who lost his job and then turned 40. Most of us would call it a midlife crisis, and there are tons of books like this. It seems that the Australian author, Nigel Marsh, is the chairman of Leo Burnett Australia. Everyone considered Leo Burnett (the company founder) a genius in the advertising field. Presumably Marsh knows something about writing copy.

There's a lot more to be said about writing headlines, but if you focus on creating a headline that solves a problem and use the words “how to” or a number, you will be fine.

Just remember! The headline has only ONE goal: Getting the reader to read what’s BELOW the headline.

Next lesson: Below the headline.


Tom Peric, president of Cherry Hill, NJ-based Galileo Communications Inc. spent more that 25 years in the media business. He’s also an expert in our industry. He’s the editor of HVACR Distribution Business magazine, the official magazine of HARDI and his book Wacky Days: How to Get Millions of $$$ in Free Publicity by Creating a “Real” Holiday & Other Tactics Used by Media Experts (www.wackydays.com) has sold more copies to HVACR contractors than any other in the industry. Contact him at 856-874-0049 or tom@thegalileo.com.




How to End Your Press Release June 2007
by Tom Peric'

Now that you’ve written the press release, what is it that you REALLY want?

Remember, nothing is more of a turn-off in the consumer press than a blunt effort to sell your product, service or message to the audience. Yet if you didn’t want to sell it, why send a press release in the first place? The trade press is far more forgiving for including information that others might consider to be a more sales friendly approach.

So what do you do? If you include it, do you want to risk the wrath of the editor and then have him spike (not use) your press release? If you exclude it, why write and send out one when it does you no good?

OK, Tom, what’s the answer?

Tom’s Secret Formula:

First, include the “sales close” as the very last paragraph in the press release. That way, if the editor decides to cut it from the press release, most of your story will still appear. Don’t be the editor. Let him or her decide whether to cut. So, include it. While most editors might cut the paragraph detailing how to “get” what you’re offering, occasionally you might be surprised when the editor leaves it in. And when editors “cut” copy, they generally do it from the bottom up.

Second, pay attention to the language. If you use blunt publicity (PR) language, meaning outrageous, flamboyant, over-the-top words to describe your product, service or message, you increase the risk that the editor will kill (delete or cut) the closing paragraph.

Here’s an example of a closing paragraph with too much exaggerated language.

You can order this new, earth-shattering tool, Joe’s Widget, which costs $19.95, by calling 555-555-5555 or visiting www.joeswidget.com. We take all credit cards and know that you’ll be completely satisfied with the product that blows away the competition.

Whew! What a load of hogwash. Any editor who lets that run in the publication is not doing his job.

Here’s an improvement.

Acme United created the improved Joe’s Widget because a deluge of e-mails convinced management that an improvement in the style and durability of the widget was possible at a reasonable price. The new widget costs the same as the original one: $19.95. Consumers can order or obtain more information at www.joeswidget.com.


The paragraph above has a much better chance of being included in your publication than the previous, self-serving example.

Third, you can forego both paragraphs and coax readers to your Web site by NOT offering something that relates directly (and obviously) to sales. We’ve heard and read this only a million times (OK, I exaggerated, but I am in PR, after all), and yet it astounds me that so few people do it. And I don’t know why other than laziness, a mental oversight, or they can’t think of what to give away.

Here’s how to do it, staying with the theme of Joe’s Widget.

For a free report from an independent testing agency that measured the durability of Joe’s Widget, visit www.Joeswidget.com and click on Free Test Report.

I love this one. You’re not bluntly “selling” anything, yet you certainly are offering some information that some readers might want. I know that before I buy some products (especially electronics), I want to see how they compare to others in their class.

In short, drive readers to your Web site with the offer of a free report or consultation, etc. If you want an example, just send me an e-mail, mention Tom Piscitelli’s name, and I’ll send you one that shows how the author of an article in the HVACR market does it right.


Next issue: Let’s Chat About Talk Radio

Tom Peric, president of Cherry Hill, NJ-based Galileo Communications Inc., spent more than 25 years in the media business. He’s also an expert in our industry. He’s the editor of HVACR Distribution Business magazine, the official magazine of HARDI, and his book Wacky Days: How to Get Millions of $$$ in Free Publicity by Creating a “Real” Holiday & Other Tactics Used by Media Experts (www.wackydays.com) has sold more copies to HVACR contractors than any other in the industry. Contact him at 856-874-0049 or tom@thegalileo.com.



Radio: Is This The “Easiest” PR Possible? July 2007
by Tom Peric'

OK, I exaggerate. PR is never really that easy unless you’re a celebrity or a star, but I have always found that if I pick up the phone and work it by calling radio stations, I get my clients booked on talk radio.

Talk radio is a funny bird. Either you listen to it or completely ignore it. For now, I’m going to only focus on today’s free radio and not the future pay-for satellite or local radio service. Here is what makes radio great.

When the FM reception in my Volvo went on the blink a number of years ago, I never bothered to fix it and I became a solid talk-radio listener for a few years. Plus, it helps in my business to listen to or read all sorts of media. Also, it doesn’t hurt that I consider one of the top radio guests in the country as a casual buddy and learned a lot from him. (He’s been on radio more than 1,000 times.) But I was getting my clients on radio even before I met him and refined my skills.

Here is what makes radio great. First, they have an unending need for “guests,” especially if the show is daily. Think of that. Let’s say they have two guests per day, five days a week, EVERY week of the year. That’s more than 520 guests per year. That’s a lot of air time to fill. Remember, the syndicated talk show hosts have MILLIONS of listeners. In radio, the audience is far more captive than television because you’re probably in a car when listening.

Second, you can be anywhere in the country and “appear” as a guest on talk radio. Really. It’s called the telephone. (Professional tip: If you’re a guest on the radio, and it’s NOT in the studio, ONLY use a land line. All others tend to give off strange noises, and radio hosts HATE it. NOTHING still beats a land line for clarity.)

Third, once you know what you want to say, all you have to do is repeat yourself, because each audience is fresh regardless of where in the country they might be listening from. (Of course, you should be aware of geographic or regional differences. For example, if you’re a contractor, understand that plumbers and boiler guys put in radiant heating on the East Coast – as a rule – while HVACR guys install it in the Midwest.

Fourth, radio interviews are quick, down and dirty. Most interviews range from five to 15 minutes. After you prepare for your first radio interview, it’s pretty much the same for all the following ones.

Fifth, radio hosts are quite willing to take potential questions that you offer as part of the program. This means you probably won’t have questions that surprise you, allowing you to mold the message that best suits your goals. (Do NOT try this with print journalists in the consumer press, like newspaper reporters. You would insult them with this practice.)

Sixth, looks don’t matter. People tell me I have the best radio face in the business. In short, it’s what you say, how you say it but NOT how you look.

How do you get on talk radio? Approach it the way you would for any other media. If it’s a show that has general topics, remember the mantra. Offer them a topic that will inform, entertain or educate.

Since I like contractor examples and I’m writing this a few days after the beginning of summer, why not offer them a show like this? How to Cool Your House with 10 Easy Tips So that You Never Have to Call a Contractor. Better yet, as soon as I’m done with this article, I’m going after some radio. I just got a weather alert warning me about a heat advisory. Stay Cool During a Heat Advisory Without Calling Your Air-Conditioning Contractor. Now, that’s a great headline.

What? You’re a contractor. Of course, you are. Why would you want to offer advice that says listeners don’t need you? By offering that kind of headline, it shows 1) You have news instinct; 2) That you’re OBJECTIVE. Besides, if any consumers end up with a real problem with an air-conditioner, of course they’re STILL going to call a contractor.

But shouldn’t they call you because you’re an expert (the radio man) and because you must be fair and honest because of the tips you shared? (You just told them to change their filters. Most people CAN do it, and they really don’t need a contractor for that basic task. You haven’t lost any business.)

While I use contractors as an example, these basics apply to any profession: doctors, lawyers, salespeople, consultants, Indian chiefs.

A couple of tips before you go on radio:

1. Relax. It’s only radio.

2. Don’t speak too fast.

3. Keep a note card in front of you with your major talking points in case you get sudden memory loss.

4. Have a glass of water nearby if your throat gets dry. (Don’t forget this one.)

5. Use a land line to call in.

To get on local radio shows, just send a guest alert to the host of the talk radio shows in your area. You’ll have to check to see whether the host has a booker – that’s the person who “books” you (makes the appointment) to appear on the show. The guest alert is a one-page snapshot that shows the Who, What, When, Where (sometimes) and Why your topic is important. This will be used to remind listeners who you are.

If you send an e-mail or snail mail pitch, be sure to follow up with a phone call. Why? They want to hear what you sound like. But this is important. If you get the host or booker on the phone, you ABSOLUTELY, POSITIVLEY must keep your pitch for an appearance to 30 seconds or less. Honest. I used to practice mine with a stopwatch. This is the one time it’s OK to speak somewhat quickly. Just be clear.

True story. Notice the funny name of my book, Wacky Days: How to Get Millions of $$$ in Free Publicity by Creating a “Real” Holiday & Other Tactics Used by Media Experts (www.wackydays.com).

Ever wonder why I did that? I did it for talk radio. No talk show would put me on to talk about publicity (with the exception of business-related shows). But I’ve been on talk radio shows throughout the United States talking about “Wacky Days.” Why? There is, The Great American Grump Out Day (honest) and National Horseradish Month (also true). Are these days for real, and how can listeners actually create a holiday of their own? They are, they can and over the radio I tell them how to do it. Why? I want them to get the full story by buying my book.

You see, I’m pitching (selling) information that is both entertaining and somewhat informative. It has the Gee Whiz touch to it.

Now get some practice by listening to your local talk radio shows.

You can check out the Web site of your local talk radio shows and see how they want you to pitch them on a story idea.

You can also call up the host and say, “Joe, I was listening to your show and enjoyed it. Here’s a good segment (they like that word) idea for you: NOW GO INTO YOUR PITCH AND FINISH IT IN 25 SECONDS.

(If the show focuses on a specific topic or theme, however, you MUST use that angle. For example, if it’s a show that discusses flowers, you must have some kind of flower angle. A business show? They need business topics.)

Good luck.

Next Lesson: How to Become a Television Star with a Simple E-mail.

Copyright 2007 Galileo Communications Inc.

Tom Peric, president of Cherry Hill, NJ-based Galileo Communications Inc., spent more than 25 years in the media business. He’s also an expert in our industry. He’s the editor of HVACR Distribution Business magazine, the official magazine of HARDI, and his book Wacky Days: How to Get Millions of $$$ in Free Publicity by Creating a “Real” Holiday & Other Tactics Used by Media Experts (www.wackydays.com) has sold more copies to HVACR contractors than any other in the industry. Contact him at 856-874-0049 or tom@thegalileo.com.
 

How to Become a Television Star With a Simple E-mail July 2007
by Tom Peric'

Can you really get free television coverage from a simple e-mail?

In last month’s column, I made a big promise, claiming that you can get on television with an e-mail. You can. I’ve learned what a newsperson looks for and you can too, so let’s start with a basic course. I should add that I’m talking about local television in your viewing area. When you get on local TV you get local attention. That’s what you want. The big-time national television shows are an entirely different topic even if most of the principles remain the same.

The first and most important element to remember about television is that it’s all about (almost) the visuals. Yes, that seems obvious, but unlike a regular print or even radio news story you have to think about what the audience sees. If you don’t begin to think that way, you’re more likely to fall flat when pitching an idea to a television newsperson.

Here’s an example for an HVAC contractor. You know that changing the filter on a furnace is a basic, easy way for consumers to keep their unit running more efficiently and is more trouble-free.

You could add to your emailed sales pitch a note that says, Visuals: Everyone can change a filter. I show your viewers how easy it is. And I take a filthy, lint-clogging filter and demonstrate how in a few seconds flat they can clean the filter, without breaking a sweat.

Be sure when you pitch this to your local television show that you mention what the viewers will see. The more dynamic, active or colorful a visual that you can provide, the more interest you are likely to generate.

When you offer visuals, also think of the people who are the backbone of every story (unless it’s an animal-related segment). Don’t hesitate to tell the television personality that the subject is comfortable in front of a camera. I always tell them that my subject knows how to speak in sound bites, those short, catchy, colorful sentences that make an impact yet an editor can “cut” with no effort.

Whom do you contact? In your case, I’d go with the reporter or anchor who you think might cover the story. Use common sense. You don’t go to the health reporter for a story about making money on the Internet. If it’s a feature story with a softer touch, watch the station to see who does those puff pieces. Hard-hitting angle? Seek out the hard-nosed television journalist or the investigative reporter if they have one. HVACR fits nicely with consumer reporters and feature reporters. Remember they are looking for stories to tell.

You MUST write a compelling headline in the subject area to get attention. I know I’ve covered this in the past, but electronic press releases inundate the newsrooms of television stations. You’ve got to get a reporter to read down into the press release, or better yet, your two- or three- (short) paragraph summary about the story (WITH visual suggestions).

Go to the station’s Web site to find out how they want you to pitch story ideas to them.

Tom’s Secret: Most television stations have an electronic form that you fill out to suggest story ideas. I almost NEVER use it. Why? It’s hard to stand out. I try to send my pitch directly to a reporter or anchor. Many stations share these e-mail addresses, but you’ll just have to visit their Web site. If they don’t share the e-mail, scour around the site until you can find a person connected to the station. Often the marketing, advertising or sales department offers e-mail addresses. Look at the format for e-mail addresses. If it is (and I made this up) tom.peric@abc.com, you can bet it’s the same for everyone at the station. Let say you know that Julie Smith is a reporter at the station and seems like the type of person that might want to report on your news. Just adapt the format to the name, Julie.Smith@abc.com, and you should have access via e-mail address to that reporter. If the name is too long, for example, Julie.Washington@abc.com then you might have to substitute the complete first name with an initial.

Next Month: Those Pesky Columnists.

Tom Peric, president of Cherry Hill, NJ-based Galileo Communications Inc., spent more than 25 years in the media business. He’s also an expert in our industry. He’s the editor of HVACR Distribution Business magazine, the official magazine of HARDI, and his book Wacky Days: How to Get Millions of $$$ in Free Publicity by Creating a “Real” Holiday & Other Tactics Used by Media Experts (www.wackydays.com) has sold more copies to HVACR contractors than any other in the industry. Contact him at 856-874-0049 or tom@thegalileo.com.
 

Special Note: I keep only ONE client per industry. For the first time in seven years, I have a client opening available on the HVACR contracting side. If you are interested in a chat about PR, give me a ring.

Touching Base with Pesky Columnists for Free Publicity September 2007
by Tom Peric'

Here’s why you should consider columnists as a prime target for your publicity campaigns. They’re always searching for new topics. Let me repeat. They’re ALWAYS searching for new topics.

Columnists are a funny group, whether they’re writing for a newspaper, magazine or online publication. First, a columnist simply means that the writer writes an article which appears regularly in a media outlet. For newspapers, it’s probably two to three times per week, for magazines it’s usually monthly, and online can be whatever schedule the editor and writer agree upon.

What’s funny about columnists is that lots of writers want to be one. They’re brimming with ideas and can’t wait to have their say without the usual hard effort of solid reporting. Then they find out after a few months that they don’t have that many ideas anymore.

And that’s why you should consider columnists as a prime target for your publicity campaigns. They’re always searching for new topics. Let me repeat. They’re ALWAYS searching for new topics.

I’ve written a quarterly, then almost bimonthly column in HVACR Distribution Business magazine for more than seven years. I’m ALWAYS on the lookout for something that is new, fresh, interesting, hadn’t thought of before, a different spin on a common or old topic or a view about an emerging trend. Of course, for this publication, it must be relevant in some fashion to the HVACR business. To this day I am amazed at how few people ever contact me to suggest something that would either directly or indirectly give them free publicity.

Here’s how you do it.

• Read a few columns. You must be at least modestly familiar with the columnist’s style, approach and orientation. If you’re a dyed-in-the-wool Republican and you suggest an idea or approach that would alienate the columnist whom you’ve determined keeps a shrine to Bill Clinton in his cubicle, well, chances are you might not have a receptive audience. Worse, he might use your comments for a column that is critical of the very position you espouse. (This is fine for those who don’t mind the media heat, but most people are NOT suited for this.) For example, if the columnist you’ve been reading in your hometown newspaper clearly shows a bent for the “little person” and writes about how someone swindled a reader as part of a roofing scam, you might want to consider sending in a short, bulleted note about HOW TO AVOID scams in the HVACR industry. For example, check recent and nearby references, ask if the contractor is NATE certified, verify how many years in business, etc.

• Mention that you’ve read a few of his columns. This doesn’t mean you have to be a loyal reader for 20 years, but show, hopefully with a compliment or comment, that you are familiar with the writer’s past work. We’re human. Even the crankiest, most hard-nosed columnist needs to know that someone out there is reading him. When a former HARDI president told me spontaneously (in front of my publisher no less) that he couldn’t sleep the night before and ended up reading my column, well, of course, I blushed. Felt good, too. Important point: Don’t EVER forget this. Most writers hear about their work when they screw up. A misspelling, wrong information, confused details. Writers SELDOM hear about it when they do a commendable job. A pleasant word of praise does go a long way – just don’t overdo it.

• Don’t blatantly try to use the columnist for free publicity. Do you think they’re stupid? We all dislike it when someone uses us. Focus on the needs of the writer. What can you tell him or her that would motivate the writer to use your comments or information in an article? Let me illustrate with a non-HVACR example. I have several friends who have started a hard-copy quarterly magazine called Girlfriendz, The Thinking Woman’s magazine. In a nutshell, they’re going to try to reach baby boomer women in a tricounty area of southern New Jersey. Gutsy to try a print publication when it’s SO much cheaper to go online. Now, they could go to a local columnist and say, “Gee whiz, are we great, we’ve got this new publication, and I’m sure you’ll want to write about us and we’ll dance in a circle for joy because this is such a good story.” WRONG. They’re smart and they would never try that approach. But here’s what has a much better chance at working. (And, yes, in this case, I’d go with a female columnist if the publication has one). I’d write: Donna, I’ve enjoyed your columns and the one about the woman who got off of welfare and started a window cleaning business really hit home with me. I’ve lived in the business world for more than 15 and just started a new venture with an unusual twist. I’m starting a new business (keeping the old one, of course) with two of my buddies, boomer women, who have business strengths that I lack. And, to be even more gutsy, we’re going against the grain. We’re launching a new print publication, Girlfriendz, The Thinking Woman’s magazine, even though many people said it was cheaper to go online. But we have a different vision . . . . and then you continue. Now what columnist in their write (OK, right) mind would pass up an opportunity to interview someone on the Girlfirendz staff? (By the way, you can visit Girlfriendz at www.girlfriendz.com.)

• Don’t be afraid to suggest a second source whom the columnist can talk to in order to bolster your own topic. I probably wouldn’t suggest a competitor but I might suggest a source that is authoritative. Important: Think local if that’s the publication’s focus, think national if it goes everywhere.

• Try another columnist if the one you first approach passes on (rejects) your idea. So what? A good idea is a good idea. You just have to find the person who appreciates your topic. Go through the entire appropriate columnist list at the publication.

Next month: How to translate trends into free publicity.

© Galileo Communications Inc. 2007

Tom Peric, president of Cherry Hill, NJ-based Galileo Communications Inc., spent more than 25 years in the media business. He’s also an expert in our industry. He’s the editor of HVACR Distribution Business magazine, the official magazine of HARDI, and his book Wacky Days: How to Get Millions of $$$ in Free Publicity by Creating a “Real” Holiday & Other Tactics Used by Media Experts (www.wackydays.com) has sold more copies to HVACR contractors than any other in the industry. Contact him at 856-874-0049 or tom@thegalileo.com.
 

Special Note: I keep only ONE client per industry. For the first time in seven years, I have a client opening available on the HVACR contracting side. If you are interested in a chat about PR, give me a ring.

Why Riding a Trend Garners Free Publicity October 2007
by Tom Peric'

Trend:
1. The general direction in which something tends to move.
2. A general tendency or inclination.
3. Current style; vogue: the latest trend in fashion.

Source: The Free Dictionary

Journalists love trends. If you can pitch (suggest) a story idea that’s a trend, you’re halfway home. Most analysis of the media, including by journalists themselves, arrives at the conclusion that journalists (like most people) often have a pack mentality. That is, a story sprouts, and then for some unfathomable reason, it gets covered until we’re sick of it, only to die a “what happened to . . . " death.

The point is that ideas are one of the most important elements in a journalist’s life and when things are slow or they’re unsure what to do next, following a trend story, one that has captured the attention of the public or one that journalists think their audience should be aware of, is a regular and accepted crutch in the media business. (If you are too tough on journalists, think of how often you start using a trend or buzzword that you eventually excise from your vocabulary.)

To get media coverage, you have to show the connection between the idea you’re pitching and a trend that is occurring or about to occur.

An example. If you’re in the HVACR business, the most obvious example you could show is how SEER 13 (and even SEER 14) is part of the “Green” revolution that has everyone asking how can we be more energy efficient and reduce greenhouse gases that affect our atmosphere. (For noncontractors, SEER stands for seasonally energy efficiency rating. The U.S. government and the Department of Energy regulate air conditioning efficiency. The higher the SEER rating, the more efficient the unit.)

SEER 13 Furnaces Join Green Revolution

New Furnaces Save Energy, Lower Utility Bills & Help Save the Environment

There, I’ve just given you a working headline for your next pitch to the media about why consumers should know about SEER 13 furnaces. As the expert, you fill them in on the details. All SEER 13 manufacturers can provide you with detailed information about the
benefits.

Remember when poker playing among kids was a hot topic? I managed to get a client’s son on the ABC affiliate in the fifth largest TV market in the United States by pitching the idea to the anchor that the station HADN’T covered the story. Then, I offered a psychologist (client) who could talk about the issue this new trend raised, and I offered a group of kids (one of whom was the son of a client) that played poker while supervised by a parent. Great story, clients happy.

How do you find a trend? Just be aware of your surroundings and pay attention to stories the media is covering. When you see a story that’s in the news, ask yourself: How does this affect or apply to my business, and what can I share with the public (or business community) that will educate, inform or entertain?

How do you spot a trend? Read the business and trade journals of your industry which tend to spotlight what is a trend or what will become a trend. Remember, the three most important elements: What is the trend, how does (or will) it affect my customers, and how can I share my expertise with the media that will (again) educate, inform or entertain them?

If you rely on trends to bolster your media pitching, you’re bound to land some free publicity.

Tom Peric, president of Cherry Hill, NJ-based Galileo Communications Inc., spent more than 25 years in the media business. He’s also an expert in our industry. He’s the editor of HVACR Distribution Business magazine, the official magazine of HARDI, and his book Wacky Days: How to Get Millions of $$$ in Free Publicity by Creating a “Real” Holiday & Other Tactics Used by Media Experts (www.wackydays.com) has sold more copies to HVACR contractors than any other in the industry. Contact him at 856-874-0049 or tom@thegalileo.com. Special Note: I keep only ONE client per industry. For the first time in seven years, I have a client opening available on the HVACR contracting side. If you are interested in a chat about PR, give me a ring.

Special Offer: Though some people call me an expert at publicity, I also know that I’ve become insulated from the novice who wants free publicity, because I’ve been at this a long time. Here’s a dynamite offer.

The first five people who send me one or two questions that bug them the most about getting publicity will receive a free, autographed copy of my book, Wacky Days: How to Get Millions of $$$ in Free Publicity by Creating a “Real” Holiday & Other Tactics Used by Media Experts (www.wackydays.com). No strings attached, I’m not going to put you on a mailing list, etc.

I simply what to know what a novice or even an experienced business person wants to know about generating publicity for themselves or their company.

Send your question(s) to: tom@thegalileo.com

Just write “Publicity Question” in the subject heading. And I might even ANSWER a few of the questions in this column. Many thanks. Tom



Real World Publicity Questions
Forget the experts. What kind of problems does a contractor have when he wants free publicity? November 2007
by Tom Peric'

Last month, I asked readers to e-mail me with any questions they might have about conducting their own public relations (PR) campaign. Well, Jeff Waran responded with great enthusiasm and lots of questions. Here are his questions and my answer. This is a great opportunity to take a peek at the real-world issues you might have or will face.

________________________________________
From: Jeff Waran [mailto:jeffw@howellsac.com]
Sent: Thursday, October 04, 2007 8:46 AM
To: tom@thegalileo.com
Subject: Publicity Question

Good morning, Tom,
 
I bought your book "Wacky Days" about a year ago. I love it. I have used some (not all) of the ideas in it. Here are some of the questions that I have:

1) First, how often should I be sending out press releases? Is there a point at which it is considered harassment, or a point where the editor says, "Not him again!"?

You should send out a press release whenever you have "NEWS". That's the tricky part. In theory, a press release once a month makes sense. The keys are to what editor are you sending the release, and what's the content? Let me explain. If you're sending out thinly disguised "sales pieces" announcing that you’re having a sale, for example, that's not news and even two such press releases will irritate an editor. If you’re sending out a total of seven press releases to the newspaper, during a seven month period, announcing new hires, and it goes to the editor responsible the page that runs new hires, that number is just fine.

The best way to approach it is to create a calendar of press releases for the year and decide how many legitimate AND relevant ones you can send out. For example, the contracting business is (no matter what anyone says) weather-related. Certainly, four releases should go out whenever the seasons change. I hope everyone is paying attention. Winter-like weather is coming (and here in some places). You can also send out press releases during those special moments in the contracting industry. For example, a heat wave is generally defined as three consecutive days at 90 degrees (or more). I always send out a "How to keep Cool" release to the TV stations. It often works for coverage.

If you send out a release for six months and nothing happens, call the editor and say, "Joan, I've been sending you timely, relevant releases for six months, and you've never used them. I've tried hard to make sure they contain solid news. Could you help me and tell me what I can do to make them more interesting for you?" Put the editor on the spot. The smaller your market, the more approachable your editor, as a rule. Be polite, don't demand, and let them tell you what AND how they want the info.

2) I seem to be getting nowhere with my "free" television publicity. It seems that all of my releases never make it past the "phantom" sifting through the releases at the news desk. I have since tried an online version by going to the station Web sites and e-mailing the press release to the appropriate reporters’ e-mail. No success yet. But I remember you stating in your book that it is consistency that wins the battle. (Not really a true question here, just info on my approach.)

This is why PR people like me can charge lots of money. This is an art, combined with persistence and LOTS of luck. In short, there is no formula because what interests the media are decisions made by news people, usually on a spontaneous basis. I can control the first two, not the last. Let me illustrate with a true, ongoing story. A modestly sized town is home to an important client of mine. They have an international reputation. The founder is retiring, so it SHOULD be big news for this newspaper. (It's considered small-medium daily newspaper with about 35,000 circulation). I've been chasing the business editor since June on this story. I'm writing this on Oct. 28. JUST last week, the business reporter affirmed that he hopes to interview the principals this week. (And, having been in this business long enough, I NEVER count media coverage – or hits, as I call them -- until I see it.) I'm not telling you about the follow-up phone calls while at the beach this summer, nor the overnight background materials I sent, etc. What won here was not my brilliance but my persistence. On the other hand (and I swear this is true, too), this same client made the front cover of a trade magazine in July and goes on the competitor’s front cover in March. I sent an e-mail to both editors. Response time was about 30 minutes. Both said front cover almost immediately. Didn't exactly kill myself on those, did I? It’s an art, it’s persistence and it’s luck. Also, and this is from my book, Wacky Days (www.wackydays.com), its stories about people and ideas. Not about your business.

3) The local NBC affiliate here in Richmond, VA, started an online/on-air program called Pros-Online about two years ago. They have six local professionals from different industries (with exclusivity), and for a fee they are the Pro-Online. It is a package where we get a devoted on-line page on the NBC affiliate Web site linked to ours, as well as an on-air package of 15- to 30-second second commercials. I jumped on this immediately. However, you would think that this status would give me a leg up on my press releases, but it has not. Can you offer any advice?

Two departments. One is news, the other is sales. In THEORY, there is supposed to be a separation of church and state. That means advertising should NOT have a bearing OR influence on the news department. In extreme cases (regardless of the media), the news department will barely talk to the sales department. In other cases, the sales person walks over to the “news” department and says, “Got a new advertiser, I think we should run a story about them.” “OK,” says the news person.

The problem is that you simply never know exactly how much or little the two departments work (or don’t) together. So, allow me some generalizations to help you.

First, the larger and more powerful the organization in its market, the less influence the sales department will have. The consumer press is far more resistant to sales influence than the trade press. The reason should be simple. The trade press sends out free issues that base revenue almost totally on advertising. The consumer press will often have a substantial income flow from subscribers who PAY for the magazine.

I could spend an entire chapter on this issue. Here’s the short cut answer. Contact your sales rep and be politely blunt: “Joe, I’ve been advertising on your site and buying ads for two months. I’ve also sent some pretty good press releases, but the station never covers my story ideas. Does my advertising have any influence that either you or I could use?”
Two more important points. I’ve never seen your press releases, so I don’t know how timely, interesting, etc. they are. If they’re off base, and I’m NOT suggesting they are, but IF they are, you won’t get coverage. (Don’t send me your press releases. I charge for that service.)

Second, it’s television. That’s an incredibly hard market to penetrate. Remember, even a small newspaper will have literally a dozen stories every issue. A half-hour local TV news broadcast, when you eliminate the usual suspects, local breaking news, weather, sports and breaking national news, that has left only two to four stories on the show. That’s not a lot. You can probably figure the station got between 25 to 100 ideas that day. Why should they pick you? That’s how you have to think.

Third, you operate in the 59th-largest television market in the country, out of 210. I pitch stations locally in the Philadelphia market, which is the fourth-largest. You have a tough, competitive market. So do I. It simply means you have more competition than many other markets. The same ½ hour show has the same length REGARDLESS of the market size. It’s the number of competitors that makes it more difficult. If you get down, come join me in Philadelphia and see what it’s like.

4) I guess lastly, you say that anyone can get on Oprah, they just are afraid to try. I understand that it can be a local publicity wave, and one that we can ride for a long time, but how realistic is it to try it in the HVAC world? I have already started my release for her show. The headline reads, you’re being robbed!
(Yes, even you Oprah!)

First, that’s not a bad headline. What I hope you’ve done is 1) shown how the littler person is being robbed; 2) demonstrate that it’s widespread throughout the United States (appealing to her national audience); 3) offer some real-life examples, women being the best examples because that is, again, her audience; 4) offered free or low-cost solutions; 5) it’s TV, so don’t forget the visual suggestions.

Study Oprah’s site. She gladly takes ideas. Here’s some help. Visit http://www2.oprah.com/email/email_landing.jhtml

Here’s the cliché that’s true. If you don’t play the lottery, you simply can’t win. I would suggest you don’t make appearing on Oprah as your ultimate goal in life. I would suggest when a story has national appeal that you send her a show idea. And keep sending it.
Last piece of advice. When you write to her, make it as “real” and personable as possible and forget the jargon or the canned phrases that so many “pros” use.

I don't need another copy of your book, Tom. I just want your advice. I am an ex-technician turned to salesman turned to marketing manager. I am going by instinct and experience with homeowners. Any advice I can get is treasured. You should ask Adams [Hudson, the best HVACR marketer out here – Tom Peric note] how many times I have called him.

Jeff Waran
Sales/Marketing Manager
Howell's Heating & Air Conditioning
11216 Air Park Rd.
Ashland, VA 23005
Office – (804) 798-1371
Cell – (804)283-2486
jeffw@howellsac.com
www.howellsac.com  (Click here to find an extra $1,500 just waiting to be claimed)

In a follow-up e-mail Jeff sent me ANOTHER question(s). Here are my short answers.

I also have other quick questions if you don't mind. I have put together a Press Kit. Is there a proper format? Put relevant information in a folder with two pockets and your business card.

Should I send it to the phantom "Assignment Desk"? No. Call the media outlet and ASK to whom you should send the media kit.

Should I send or hand deliver?
Great question. If you KNOW the name of the person, I’d gamble and hand deliver it. This takes lots of time. But I still believe the face-to-face contact gives you an advantage.

Do I need to continue to deliver it on a quarterly basis, or should one be enough?
One should be enough annually. BUT I think printed media kits are almost things of the past. You should have an online media kit (on the press button on your web site). What if 50 companies sent media kits? Where does the journalist keep all that paper? They usually have cubicles or small offices. Best way to know: Call or e-mail and ask. I came across an editor recently who wanted SNAIL mail for pitches – so that’s how I pitched her.

Should it be in a binded, folder or stapled?
See above.

Thanks,

Tom



Turning the Holiday Season Into A Profit Period

How Contractors Can Transform Their Seasons
Into Free Publicity Windfalls? December 2007
by Tom Peric'

Most businesses have a “season” where business slows down or picks up. To use HVACR contractors as an example, we all know that turning on your heater (fall) or your air conditioner (late spring) is as predicable as the seasons themselves.

Accountants begin to feel the drops of busyness in their business in January until it’s a waterfall by April 15. Therefore, it makes sense to pitch an idea around a season.

But what do you pitch? Back to an earlier lesson about headlines: Solve a problem. Think of who your audience (customers) is, what do you know that will help them solve a problem AND why does it matter NOW. . . or least for this season.

For example, I’ve always had great success with contractors when writing articles on their behalf or sending out press releases showing how to save money by reducing energy costs. Now, with the green movement exploding (I can’t seem to find one business publication without a green-related article headline on the front cover), it’s more timely than ever.

You can even “stretch” your publicity contribution to match the season. I got nice exposure for a client by offering spring maintenance tips from my HVACR client. Now you’re thinking, I don’t do home maintenance. I just to HVACR, plumbing or electrical. Well, the tips were suggestions that you can find in any article on the Internet, such as clean your gutters.

Naturally, I rewrote anything I used that pertained without copying the words (you CAN’T copyright ideas).

In that article we also include, naturally, some HVACR spring maintenance tips. But the reason I went with overall tips is that it added a broader range of suggestions to the reader than JUST HVACR tips. I even added a nice, color photo of a “homeowner” walking around the house carrying a ladder.

If you say there IS no season to which you can link your business, then go to Chase’s Calendar of Events ( www.chases.com ). It is the Bible of special events and holidays. Let’s say you’re a handwriting analyst. Well, in January we have Handwriting Analysis Week. That might be a good time to beef up PR efforts (hopefully, for magazines you did this in October). You can find a good list at the Chase Web site, but the directory is best. Virtually EVERY library’s reference desk has one. Take your business, find one to three different events or holidays and link your PR efforts to that particular day, week or month.

For December, here’s just a sampling from Chase:

December

• Bingo's Birthday Month
• Choose a Summer Camp Month, Natl
• Colorectal Cancer Education and Awareness Month
• Drunk and Drugged Driving Prevention Month, Natl
• Identity Theft Prevention and Awareness Month
• Learn a Foreign Language Month
• Safe Toys and Gifts Month
• Spiritual Literacy Month
• Tie Month, Natl
• Write a Business Plan Month, Natl

But remember, the book has MANY MORE examples. There’s even Publicity for Profit week in February. Who created that event? Answer: I did.

If there is no day, week or month that fits your business (a most unlikely occurrence), you can create your own holiday or special event at NO cost. That’s right. Just go to the Chase Web site and follow the directions.

Remember, either dovetail your PR efforts to events people know are occurring (winter is approaching or a tax deadline) OR create an event or holiday and draw their attention to its existence.

Copyright Galileo Communications Inc. 2007

Tom Peric, president of Cherry Hill, NJ-based Galileo Communications Inc., spent more than 25 years in the media business. He’s also an expert in our industry. He’s the editor of HVACR Distribution Business magazine, the official magazine of HARDI, and his book Wacky Days: How to Get Millions of $$$ in Free Publicity by Creating a “Real” Holiday & Other Tactics Used by Media Experts ( www.wackydays.com ) has sold more copies to HVACR contractors than any other in the industry. Contact him at 856-874-0049 or tom@thegalileo.com. Special Note: For a FREE CD, no obligation of Tom revealing his PR secrets, send an e-mail to tom@thegalileo.com. com (or fax to 856-874-0052) and put CD in the subject heading. You’ll get a free copy of the audio CD, no phones calls, no commitments, no addition to a mailing list, no addition to an e-mail list, etc.