In today’s digital on-demand world, a question is often asked: “Does print have power today?” My answer: “You betcha.” Call me old-school, but I don’t care. As you know, I always say I’ve seen PR transition from typewriters to Twitter; and it’s true, I’m 44 … “So old,” says my teen-age nephew. I’m not dead. Yet. So, I’m here to tell you, print pubs still have the power. Glossy print pubs, especially. From my perspective and from what I see turning the dial (and pages, as it were), we are still reading magazines. Even with all the social media portals we love to update, there is nothing we love more than curling up with our favorite magazines and reading about how to eat, dress, make money, and fundamentally to be inspired to live the best life we can. Case and point: The Mayfair Magazine, based in London. Recently, my client Landmark was featured in an April 2014 article. “Be Inspired” the magazine promises in the headline. It delivers. See, with traditional glossy print magazines, not only is there the “ink” of the actual article, but also the cover, the table of contents, the letter from the editor, the breathtaking photographs and, above all else, the ability to be touched. Yes, okay, I mean touch the heart too, but you know what I mean, touch it by hand. With glossy magazines, we can still feel the article in our hands and turn pages. So, while marketing professionals today focus on new school ways, don’t forget the tried and true: print pubs. Glossy print pubs. I’m told even in London you can find people on the streets, in the subways, and at the supermarket all holding in their hot little hands what they choose to read today. Hard copy, baby. Glossy magazines. News you can use. Take that smart phone. You may be smart, but you can’t “touch this.” (You think my 16 year old nephew will get that ’80s reference? Nah, I didn’t think so either.)
CBS Los Angeles
I love working with CBS Los Angeles. I’ve placed several segments with them and here’s the latest one with my client Landmark and their spokesperson, Josselyne Herman Saccio. See the clip. So, is this blog post all about CBS LA or what? Nope. It’s about intimacy. That’s right. I wrote intimacy. The actual segment is about intimacy between spouses, but what about sweet talkin’ those media contacts of yours? How do you do it? Well, just like a spouse, you listen. See, most people pitch their media contacts ideas and forget to ask, “What do you need?” In this segment you’ll see our Wasabi Publicity client deliver three points: 1) Be willing to be surprised. 2) Throw away the script. 3) Risk something. Well, in PR you can actually use these same tips. Joss discusses an analogy of lovers in a movie. Well, how can you get ‘intimate’ with your media contacts? First, be willing to be surprised. What I mean, is they often want your call and don’t be surprised if they ask you for help on a completely different topic than what you’re calling about. They’ve got a job to do you and you’re low hanging fruit to a solution on the other end of the phone line! Secondly, forget your script. Listen to what your media friend is saying and honestly take a look to see if you can be or provide a source for what they’re researching, covering or investigating. Finally, if you’re not risking something every day, you’re simply not living. For more people than not, just picking up the phone or mailing a pretty card is risky business with media they love. Risk it. Send them love. That’s why they’re in business! They want to hear from their loyal readers, viewers and listeners. Let them know you’re alive and happy they’re alive too. And, that goes for you as well. I’m glad you’re there in cyberspace. Happy pitching!