Pro-Bono Work

We are often asked if we do pro-bono publicity work for charities. The answer is a resounding yes. However, time limitations and logistics require that we carefully select those we feel we can truly help. There are many worthy and well intentioned causes and organizations. Unfortunately, many are not quite ready for a national media campaign. Certain elements have to be in place in order for our efforts to be effective. The organization must have a great web site, a professional staff, a targeted cause and well planned fundraising events. A recognizable celebrity spokesperson is also an enormous help. In most cases, charity PR campaigns require hands-on assistance and counsel -- especially, when live events are involved. Thereby, we prefer charities located in our region of Southern California. The agency's pet cause is cancer research and cancer related charities.

Publicist Humor

We received this in our E-mail and could not resist re-posting it :)

The Demographics of American Newspapers:

1. The Wall Street Journal is read by the people who run the country.

2. The Washington Post is read by people who think they run the country.

3. The New York Times is read by people who think they should run the country and who are very good at crossword puzzles.

4. USA Today is read by people who think they ought to run the country, but don't really understand The New York Times. They do, however, like their statistics shown in pie charts.

5. The Los Angeles Times is read by people who wouldn't mind running the country -- if they could find the time -- and if they didn't have to leave Southern California to do it.

6. The Boston Globe is read by people whose parents used to run the country and did a poor job of it, thank you very much.

7. The New York Daily News is read by people who aren't too sure who's running the country and don't really care as long as they can get a seat on the train.

8. The New York Post is read by people who don't care who is running the country as long as they do something really scandalous, preferably while intoxicated, and who like their news as pictures and/or cartoons.

9. The Miami Herald is read by people who are running another country, but need the baseball scores.

10. The San Francisco Chronicle is read by people who aren't sure if there is a country or that anyone is running it; but if so, they oppose all that they stand for. There are occasional exceptions if the leaders are handicapped minority feminist atheist dwarfs who also happen to be illegal aliens from any other country or galaxy, provided, of course, that they are not Republicans.

11. The National Enquirer is read by people trapped in line at the grocery store.

12. The Seattle Times is read by people who have recently caught a fish and need something in which to wrap it.

(Source Unknown)

Where Stars & Their PR's Play

When you hear the announcer ask the sports champion or music award winner -- so, what are you going to do next? That famous answer -- "I'm going to Disney World!" isn't just hype, it's really true! Our celebrity clients love it there, and so do we. There is nothing else quite like a Disney vacation experience. We've been enjoying Disney vacations for many years. Where do we go to get re-vitalized, inspired, creative, relaxed and to just plain have fun? Well, our tops include: EPCOT, Typhoon Lagoon, The Disney Studios, Animal Kingdom, Disney's Polynesian Resort, The Beach Club Resort, and The Grand Californian and Disneyland Hotel in SoCal. That's why this particular client excites us so much... (Yes, that's a shameless plug !!)... But, totally true ...

The Garis agency is extremely proud to be the official PR firm and exclusive publicist for the world's largest Disney on-line community and travel site. "The Dis" receives hundreds of thousands of hits a week. They are considered the premiere authority on all things Disney, and are ranked in the top ten of all sites on Google. If you are considering a Disney Resort vacation, Disney Cruise or just a trip to the theme parks -- make The Dis , and their famous DisBoards, your very first stop!! Here's the link -- tell them we sent you :)

www.wdwinfo.com

Blackberry Anyone?

Everything about the media now moves at lightening speed. If you want to successfully work with the top media, you have to adapt to their rules. You can't take three days to respond to an E-mail or phone message. Reporters and producers want and need answers quickly. If you can't be responsive, they will just book another interview guest. They are too busy to play phone or E-mail tag. By the way, this new high speed style of doing business applies to more than just the media. Everyone who is a successful player in the entertainment, literary, modeling, sports and any other high profile industry nowadays gets this principle. With mobile E-mail, cell phones, WiFi and laptop computers -- nobody has an excuse for slow response anymore. In other words, if you snooze, you lose !!

Tell Them Who You Are

This is the era of media and information overload. So, how do you break through and become a stand-out name and personality? When you think of tropical escape, you think of Jimmy Buffett. When you think of motivators, you think of Tony Robbins. When you think of homemaking, you think of Martha Stewart. When you think of shock jocks, you think of Howard Stern. All of these people have very successfully and clearly promoted a specific image. They have become recognized as much for what they represent as who they are.

The first step in becoming a recognizable name is to define yourself. If you are all over the page, nobody (including the media) will be able to get a clear handle on you. So ask yourself -- what exactly do I want to represent? What is my personal brand name all about? Decide what it is you want to be most noted as, then your publicity and promotion campaign should be designed accordingly.

What About Ethics?

Do ethical publicists and PR types still exist? Well, there are a few of us still out there. Is it tough to be one and remain successful in this era of tabloid dominated media? The answer is a resounding yes. It often requires hard decisions that can ultimately mean the loss of significant money and notoriety for the agency. For example, we recently received a request to rep Drew Peterson from his lawyer Joel Brodsky -- (the murdered and missing wives case). This is a major breaking story with all the A-List media chasing the players. There is already talk of a book deal and possible movie. It will likely end up being a very profitable representation deal. However, we decided to TURN IT DOWN. Now, there is another publicist handling it, and he is getting almost as much media attention as Peterson. Did we make the right choice? You decide.

Getting Famous Customers

We are regularly asked about how to get celebrity business. All sorts of companies want to have celebrity customers to brag about. Everything from private jet services and restaurants to hotels and spas, the list is almost endless. Everybody wants celebrities to be referred to them.

Well then, who does the referring? In most cases, the star's publicist or agent is the source of the referral. So, how do you get them to send their celebrity clients and friends to you? You start the same way cruise lines get new business from travel agents -- they give those agents a free cruise to experience the service. It's the same way cities attract convention business -- they bring the convention planners into town, show them the sites and wine and dine them. Everything VIP, first class and all comp.

No top agent or publicist is going to blindly refer a star to a business they have not personally experienced. You have to comp them with your best, and try to impress them to the max if you hope to get their celebrity referrals. By the way, if they do then refer stars to you -- be prepared to comp them too. Remember, the bragging rights of having celebrity customers are far more valuable than any other form of advertising. It brings in all kinds of business and publicity. It's certainly well worth the comps !!!

What's In A Cover?

We've received a number of questions on the topic of book covers. The cover is as important as the title. We have represented hundreds of successful book authors. One thing most have in common is a great title and a hot cover. Our experience has been that photo covers featuring people work best. Books with just art work or drawings on the cover don't sell nearly as well. It's definitely worth the investment to hire professional models and a top entertainment or magazine photographer. Getting a good cover shot is a real talent. The right photographer can make all the difference. Many authors also use a publicist to advise and even direct the photo shoot. Their experience can really help make it a much more viable product for a media campaign.

We work with authors on all aspects of creating a hot book cover. We assist in casting the models, picking the photographer, choosing a location, theme, wardrobe, etc. The same as we do for advertising campaigns, product packaging, web sites and more. It's all part of the client's public image.

Hot Web Designer

Today, the image you present on the web is critical. Some of our celebrity clients are using a talented designer named Steve Hilbert of Xone Tech. He does great work, and we've seen the results. If you are in the market for a new web site or are ready to upgrade an existing one, we encourage you to check out this firm. Be sure to ask for Steve and tell him we sent you. Here's the link...

www.xonetech.com

Don't Burn Your Bridges

In the media and show biz industry there is an old saying -- "Be careful not to step on any toes, they might be connected to the ass you'll be kissing one day." At the top of the list of people NEVER to burn are your agent, your entertainment attorney and your publicist. Any one of them could end your career with a few well placed phone calls. Remember, large as this industry is -- after you've been around it a while, you get to know everybody. It's also an industry where people talk, so you always want them saying good things about you. Don't get labeled as hard to work with, or you'll find the phone just stops ringing.

Holiday Thoughts

We want to wish everyone a very safe and enjoyable holiday season. We are looking forward to working with many of you in the exciting new year ahead. Here is a thought for the holidays from our terrific friend Joel Osteen ...

"God has equipped each one of us with specific gifts and talents. It’s up to you to not only to identify those gifts, but to be disciplined to develop those gifts. You have to learn to stay in your strength zone. What are you naturally good at? What do you enjoy doing? Take the time to identify your strengths and weaknesses and as the scripture says, give yourself to your gifts. In other words, don’t spend all your time trying to improve your weaknesses. Don’t waste valuable days pursuing things that are outside your main gifting. Focus on your strengths. There is something that you’re good at naturally -- something you can do that comes easy to you. Step out into your area of gifting. Are you good with people? Are you good with your hands? Do you have a great voice? Find ways to develop those gifts."

Stars To Watch

One of the most talented young stars we've seen in a while is Gossip Girl's Blake Lively. The show is gaining enormous popularity and much of that is due to Blake's charisma. Check it out on the CW. Also, be sure to visit Blake's new site on MySpace. Here's the link ...

Blake Lively Official MySpace

Holiday Interview Tip

As we enter the next three months, the media will be highly receptive to Holiday, New Years and Valentine's Day related interview topics and features. Below, are a few we've seen work well in the past. Use them for "inspiration only" if you want to peg on to the holiday spin with an original topic of your own. Keep them upbeat and fun. No holiday depression or suicide statistic type topics -- downer stuff doesn't work well. Your topic should logically connect to your expertise, business, service or book. If it's funny -- even better!

- Dieting for and losing weight after the holidays.

- Don't spend the holidays alone, or
How to get a date for the holidays.

- How to deal with obnoxious in-laws.

- What never to do at the office holiday party.

- Gifts that send the right message (to boss, lover, etc.).

- Gifts to avoid -- they send the wrong message.

- Seven coolest gifts under fifty bucks.

- Travel tips and related topics.

- Valentine's Day related topics.

- How to make an impression as an "It" person at parties and events.
When to arrive, what to drink, where to stand, the art of mingling.

The Industry Is Cruel

The headline above is a great line from Fergie's current hit song Glamorous. The entertainment industry (media included) is one of the toughest in the world. They say it's easier to break into Fort Knox than it is to get on one of the major TV talk shows. Is that accurate? Well, it is if you are attempting to do it without professional guidance.

We constantly hear from people who tell us they have done numerous media interviews. Yet, most are still virtually unknown and they haven't sold much (if any) product. What's the problem? It's the fact that not all media works. Late night radio or small town newspaper interviews may be good experience, but they won't get your career or business very far.

So, how do you get the prime shows and publications? Mailing out press releases and buying ads in media publications is mostly a waste of time and money. The top shows and magazines don't pay attention to that type of self-promotion. You don't see the Hollywood studios or record companies trying to promote their projects that way do you? So, get a clue from their experience and savvy.

If you want the A-list media, you first need to be accepted for representation by an A-list publicist. You then need to give your publicist something absolutely fantastic and original to pitch. Remember, they can't make any serious money on you if you don't get anywhere. It may sound cruel, but just like agents -- top publicists tend to lose interest in clients who fail to work hard at creating viable topics and material. There are plenty of others waiting who would love to have that representation.

Bottom line -- get a great publicist, and then constantly strive to give them hot topics and news items to work with. It's your responsibility to be exciting. Otherwise, you'll be hearing a lot of that classic and cruel show biz line -- next please.

Launch Parties & Magnet Events

The media really likes it when there is something exciting to see. Nothing gets their interest faster than a hot event. That's why all the major publishers do extravagant book launch parties. It's why fashion designers hold elaborate runway shows. It's why film studios do gala premier parties and screenings. Even clubs and restaurants get in on the act with theme parties and opening events.

No matter what the product, service or business -- a strategic visual event can be worth a fortune in free publicity. However, it has to contain the right elements to really work. It has to offer the media what they have come to expect. Otherwise, you run the risk of actually getting bad publicity.

Consult with a top publicist before attempting any major event. They can tell you how to increase the chances of media success. They also know the top event planners, the best venues, and how to get celebrities to attend.

A Big Congrats

We extend our congratulations to all the winners and presenters at the VMA's last night in Las Vegas. It was a memorable show. A special extra congrats to you Fergie. We wish continued success to all of this year's exciting music talent!

I-Net Promotion A Good Idea?

We have recently been asked about on-line promotions for authors and products. When doing these, you must keep in mind that once something is out -- there is no way to take it back. Thereby, it could seriously affect the media's opinion later when considering you for interviews. The first thing most producers do is a Google search on the author or product. Many authors have fallen into the blog and Internet promotion trap. By that we mean, it's a two way street. People can also post bad reviews and comments about you and your book or product, and they remain in cyberspace forever. Often, an author's competitors will do this just to sabotage them. That's one reason our clients really don't do those type of on-line promotions. We try to keep them in the mainstream media only. There, it is at least a little more controlled, fair and balanced.

Become A Model

After the previous post appeared -- we received numerous messages asking for some guidance on how to become a model. If you are just getting started, the information in the guidebook at the web link below will help. It offers tips on photos, working with agents, how to avoid scams and much more. Valuable information for anyone interested in trying this highly competitive field.

Model Guidebook

Cat's Out On The Catwalk

We have been asked about what super-models really earn. The technical definition of a super-model is one earning at least one million dollars a year, but most earn far more. Normally, this type of information is kept confidential, however Forbes Magazine recently did an investigative article revealing some of the top earning models. Now, the cat is out of the bag -- here are a few of the highest earning names for 2007:

Gisele Bundchen: $33 million
Kate Moss: $9 million
Heidi Klum: $8 million
Adriana Lima: $6 million
Allessandra Ambrosio: $6 million
Carolyn Murphy: $5 million
Natalia Vodianova: $4.5 million
Karolina Kurkova: $3.5 million
Daria Werbowy: $3.5 million
Gemma Ward: $3 million

Use Your Travel For Media

While the major national television talk shows have a budget to fly guests in, the small regional talk and news programs usually do not. However, if you are traveling through their area for other reasons, such as a speaking engagement, they offer terrific publicity opportunities. Many regional shows have live studio audiences and very loyal viewers. They will often allow the guest to get in some good plugs for a book or product. An appearance can also make a great demo tape for getting other shows. So, be sure to always get added benefit out of your travel schedule by using it to appear on local media.

Knowledge Can Be The Key

There is no way to guarantee the media will bite on what you're offering. However, a top national publicist can give you the benefit of their considerable experience when it comes to developing your interview topics. It's one of the most important perks you get when hiring a publicist. This knowledge gives clients an inside edge over the vast amount of competition seeking publicity. The majority of which are trying to do so without any professional guidance. That's sort of like trying to defend yourself in court without a lawyer. Like the saying goes -- good luck with that.

Hire A Publicist To Get The Deal

Whether you are an author seeking a book deal, an actor looking for better roles or a speaker seeking more bookings -- media exposure can make all the difference. In fact, almost any career today can be publicity driven. Consider this, if you were a publisher wouldn't you be far more interested in an author who had lots of media and name recognition? It's also no coincidence that the actors with the most publicity always get the best roles. It's the same with speakers and experts getting the best engagements. Ultimately, it's all about your level of exposure and publicity.

Attracting TV Publicity

We received a quick question about how an author, expert or business might attract television publicity.

Answer: Most television shows will require something exciting to see to go along with an interview. A panel of guests, an unusual event, demonstration, amazing video or other dramatic visual element. If you don't offer something exciting to "see" -- the chances of attracting TV are much lower.

Stars Get Rich Selling Their Fame

People often don't realize just how much money stars make outside of their films, TV shows and music albums. For example, want to throw Lindsay Lohan a birthday party? The price of fame is a cool $1 million. That's the price tag for Vegas nightclubs interested in hosting her next birthday bash. To be fair, it is her 21st birthday so she can legally drink and given her off-screen, out-of-studio mishaps, there is a direct correlation between the public's fascination with her alcohol intake and the seven-figure asking price. Unlike Paris Hilton who loves to sing in public, LiLo's $1 million doesn't include any songs.

Of course the right celeb's name on a marquee will bring in thousands of people wanting to party with the star (and lots of free media attention). The investment pays off for years!

Source: AOL Newswire

Book Recommendation

We are often asked for book suggestions on the topics of publicity and public relations. A new release we would highly recommend is titled Spinning Disney's World, by Charles Ridgway. He was Walt Disney's publicist, and is an official "Disney Legend." Mr. Ridgway is also a client of our agency. PR professionals and Disney fans alike will enjoy this unique look at how Disney promotes theme parks, resorts and more worldwide.

Buy it -- click here

The Right To Remain Silent

Celebs get in trouble with the law on a regular basis. If not handled correctly from a PR perspective, it can cost a star their career. Court TV recently asked our agency director, Dr. R. J. Garis, and a few other top industry professionals, about dealing with these situations. The full article can be viewed on-line at the following link...

Court TV Article

Are They In Or Out?

Why do some people and companies hire publicity and PR firms that are so obviously "out of the loop?" We see it all the time and it's always a mystery. In other words, if a firm is doing well -- you'll recognize their clients. Fame is a quick and true indicator of an agency's ability and contacts. Heard of that author? Heard of that actor? Would five strangers on the street recognize them? If not -- well, you get the idea. What type of agency do you want to spend your money with?

Interviews For Sale

Today, there is often an opportunity to sell news interviews, photos and video in a global media marketplace. When someone is involved in a major breaking news story, their exclusive interview can be worth big bucks. For example, the female British soldier recently taken hostage and then released by Iran, has sold her story for over $200,000. Whereas paying for interviews is not too common in the U.S., it is regularly done in other nations. Don't make the mistake of just giving your interviews and photo material away to a U.S. publication or news show. Remember, they are going to make a lot of money from advertising and increased ratings as a result of your story. Shouldn't you share in that?

A savvy publicist can help you sell your interview and material internationally. We help clients negotiate the best possible deal for their particular story. In other words, don't talk to any media before consulting with an experienced national publicist.

What's It Really Worth?

We have been asked about the value of non-advertising forms of media exposure. From interviews and feature stories to product placement -- it can be worth a fortune. Why? Because it works so amazingly well. For example, below is a excerpt from an article about product promotion on American Idol. The numbers speak for themselves. Do you think these companies would be paying such big bucks if they weren't getting tremendous results?

"Pitches for AT&T on American Idol are as common as hissy fits, and for a good reason. The company has paid an estimated $30 to $50 million for advertising that includes product placement. Other companies lining A.I.'s pockets include the ubiquitous Coca-Cola (the red room!), and Ford Motor Co. As the show has grown into a franchise worth an estimated $2.5 billion, it continues to define the cutting edge on product placement marketing.

According to Advertising Age, 137 different advertisers have appeared on the show in just the last two years. Now that the show is streamed afterward on AmericanIdol.com, the owners of the franchise, Freemantle Media, have been able to graft even more advertisers such as McDonald's" (AOL News).

Many of our clients have received the same level of exposure as these major companies, at a fraction of the cost. That's the beauty of having a well established publicist. It allows you to compete with the big guys.

Morning Radio Buzz

For feature material, drive-time morning radio shows are one of the best promotion venues. These programs normally prefer fun and highly entertaining subjects. Rarely, will they book heavy topics or anything complicated. It has to be very easily and quickly explained. Morning radio also tends to work much faster than print or TV on interview bookings. It can be one of the fastest ways to get a nationwide buzz going.

What's More Effective?

Strategic publicity is far more powerful than even the most expensive advertising. Think about it -- when you are reading a magazine, what are you paying attention to, the ads or the articles? With most paid advertising, the commercial or print ad must be repeated numerous times to have any effect. Whereas, just a handful of the right media interviews and articles can create super success.

If you have a limited promotion budget, and you are seeking the most bang for the buck -- publicity is the way to go. Creative PR campaigns have turned thousands of people and businesses into famous names.

That's The Way You Do It

You have to be clever and original today to get the media's attention. Even the best publicist can't help you if you're not doing something newsworthy and unique. Here's a case example -- there are thousands of fitness instructors and personal trainers seeking publicity. The media has been there, done that. It's not news. However, one smart fitness instructor recently gave her classes a unique, controversial and sexy spin. She installed a few poles and began giving classes in "How To Strip" for your husband or boyfriend. She incorporated an exercise routine into the classes. The result was a tidal wave of publicity. Her story and classes were covered by all the major networks and news shows. It not only made a unique story, but a very visual one that was perfect for TV. Now, she is franchising out all over the country. That's the way you do it. Be totally different.

A Brief Window

When any major story breaks in the news, the media is seeking experts for commentary. However, today's media moves so fast, there is often only a brief window of opportunity to take advantage of it. Authors, experts, speakers and others who want to offer interviews and comments must strike very quickly. We're not talking days or even hours -- sometimes you only have minutes to get your pitch into the right hands. That's why it is so critical to have a publicist with direct and immediate media access. With major hard breaking news, there is no time to mail out press releases. Producers and editors need commentary, quotes and sound bites for the next live news segment or tomorrow morning's newspaper. Get your comments together and to the decision makers at lightening speed. Otherwise, some other expert will be the one getting the publicity.

Get The Right Attitude

Your public image and media success ultimately depends on your own attitude. Are you constantly negative in your thinking? Do you believe you just can't come up with something original and exciting? Are your topics far too serious, complicated and heavy for today's mainstream pop media? Are you less than confident about your ability to be a great media guest?

Well, if you don't believe in yourself -- why would the public and media be attracted to you? If you are just offering dull material, who would want to hear that? Our experience has been that whatever you think is exactly what you will project to others. Successful media guests have plenty of self-confidence and personality. They are upbeat, positive, creative and fun to work with. They make their topics and delivery entertaining and dynamic. No matter how good your information, product or story is -- you must present it in an exciting way or you won't get very far. The good news is, the right attitude can take you wherever you want to go.

Dr. G on ABC !!

Publicist R. J. Garis granted a brief interview to ABC News today regarding celebrity image at the Golden Globes. To see a transcript, go to www.abcnews.com and search "Garis" or use the direct link to the two page article below...

ABC News Article

Let's Do Lunch

Does the legendary "Power Lunch" or "Power Coffee" still exist? Absolutely! Now more then ever, important media opportunities and deal-making revolve around trendy eateries and coffee houses. The secret is in knowing exactly how and where. Should you dress up or down? What should you order? What day of the week is best? Should you be on time or a little late? Everything sends a signal about you and the people you are meeting with. When done correctly, a power lunch or coffee can be one of your most effective image and contact builders. Learn how to do them right, and your career will take exciting turns you never expected. Lessons anyone?

That's Just So Whatever

Today's media is overwhelmed with material. Top shows and publications receive thousands of submissions each month. To break through -- you must have great representation, and a engaging and entertaining interview topic. Topics must be fresh and original. Not a re-hash of things others have done. Our contacts are looking for topics that will be "ratings boosters." If the producer doesn't think it will increase viewer ratings, or the editor doesn't think it will sell more magazines -- it simply won't get booked. Dull or ho-hum topics go nowhere today. That old saying, "Been there, done that" definitely applies to the media's attitude when considering topic submissions. Our advice -- if you can't come up with something new and exciting (or a fresh approach), buy advertising instead.

Special Welcome

The Garis Agency would like to welcome author and attorney Jacqueline Klosek to our roster of clients. Her terrific new book is titled, "The War On Privacy" (available everywhere). Ms. Klosek is a top notch lawyer with one of the world's largest and most powerful legal firms. She is a fascinating media guest and speaker.

A Publicist Is Also A Gatekeeper

Today's global media is so powerful -- one strategic interview or article can launch a career or a company. It can turn a book into a national bestseller or a new artist into a star. Certain shows and publications have such reach and influence, that a single positive appearance can translate into millions and millions of dollars in sales. A publicist acts as a gatekeeper to this power media. We essentially screen potential stories and interview guests for them. We maintain our contacts and media relationships by bringing them only exciting material. To be noticed, you must have a top publicist representing you. To get one, you will need a fresh and entertaining interview topic or news story. Whatever your field of endeavor, the top agencies and their media contacts seek innovators.

Cross-Over Media

With writers, artists and personalities -- success really depends on name recognition. In order to increase popularity, you've got to get "cross-over" media. By that we mean, a magazine writer would want to be a guest on radio, a radio personality would want to be interviewed in a magazine. The more well known you become, the greater your career will end up being. Cross-over publicity is the secret. We've represented a number of journalists over the years, as well as broadcast personalities. Check out a few names on our agency web site at -- www.nationalpublicist.com/

Location, Location, Location

Having a publicist in the right place is an important element for publicity success. Much of this business is about networking. It's about building media contacts and developing personal relationships. It's about going to the right events, schmoozing at parties, taking producers to lunch, etc. If you're not located where the media elite are based -- those things are pretty tough to do. Corporations hire Washington D.C. based lobbyists, because that's where the decision makers are. The same holds true for PR. Your publicist should be where the action is. SoCal is now the world's leading media center.

It's One Big Media Family

The media is highly competitive. However, they also consider each other colleagues. Producers, editors, show hosts, journalists and publicists all know what everybody else is doing. We talk to each other about recent interview guests. There are even a couple of secret web sites where we chat about it all. That's why it is so important to treat every show and publication with respect. Always be on time for interviews. Make the host or journalist look good. Treat your publicist well. Be courteous and professional at all times. Don't burn anybody. If you do, everyone in the industry will hear about it. You will be committing publicity suicide.

It's Now A Global Media

Media relations has changed dramatically over the past decade. Today, we often deal with a global media. When we book a guest on CNN or Fox or any of the major shows, they are now seen worldwide. It's the same for print media. The major magazines and newspapers are now printed and distributed simultaneously in multiple nations. Radio has also gone global with numerous shows now being broadcast via satellite and on cable around the world. Keep that in mind when developing your media interview topics and hooks. You can literally appeal to a worldwide audience.

National TV Special

We congratulate our client, Gryphon Productions, on the upcoming airing of their spectacular two hour TV special, "The Real Lost World." It will air on Animal Planet on Dec.10th and 17th, 2006. In addition, Discovery HD Theater will show an impressive high-definition version of the program on Dec. 14th, 2006. Check local listings for times. You will love the incredible work of these amazing filmmakers. Don't miss it!

We also just booked the film's director for an appearance on Fox & Friends (Fox News Worldwide).

The Real Lost World Web Site

Plan Ahead To Get Coverage

The more lead time you can give to the media the better. When promoting a feature story, product or event -- give the media ample advance notice. Remember, the media is always subject to hard breaking news first. They also receive hundreds of submissions each day. Feature items must wait their turn. In other words, don't contact the media on Monday about an event you're doing on Wednesday. A minimum of several weeks notice is normally expected and required. The more powerful the media, the farther out they tend to work. Top national shows and magazines often work months ahead. Proper advance planning is the key to great feature coverage and publicity.

Before They Were Famous

There is rarely such a thing as an overnight success. Here's a fun web site that tells what many famous people did -- before they were famous. Did you know Johnny Depp was once a telemarketer?

www.hardlyfamous.com

Include An Incentive

When you are a media guest, always try to offer an incentive to get a quick response. Naturally, your specific offer depends on your topic and expertise. Here's one idea that has worked well -- offer a free subscription to a newsletter for people who visit your web site (and mention the name of the show they just heard you on). A good E-mail newsletter also keeps people reading about you and your business on a regular basis. The more they interact with you, the more opportunities you have to sell them your products or services.

It's Not About Press Releases

A corporate event and stage entertainer recently contacted us with the following message -- "I hired a marketing firm that did not know what they were doing and the results were terrible. I have had no press coverage and small audiences of four to ten people as a result of dropping 12,000 post cards, 16,000 E-mails and 500 letters with a press release."

We hear this tale all too often. People have wasted their time and money with the wrong type of approach. That's because strategic publicity is NOT just about sending press releases. As any top publicist will tell you, it's a business of contacts and influence.

The Spin Doctor Is In

Spin and spin control are two of the areas a publicist deals in. In difficult situations, part of our job is to help present a favorable public image for the client. This sometimes requires us to help guide the media in such a way as to make sure they see the client's perspective. Public opinion is a powerful factor in everything, from politics to business. For example, when we are working for the defense team in a high profile legal case -- we can often help win the case by obtaining certain strategic media. In fact, the top trial attorneys we know wouldn't even consider proceeding to a trial without public relations assistance.

Utilize News Pegs

One of the best ways to get the media's attention is called "Pegging on to a news story." This is when you create a special topic to address a big story that is currently in the news. For example, if you were a psychologist and there has just been a major plane crash -- the media would be very receptive to topics like, "Quick tips to overcome the fear of flying."

Each day, there are dozens of major breaking news stories and world events. Everything from disasters, to shocking crimes, to celebrity scandals. If you can design an angle that is relevant to one of these news stories, the media will often bump other guests to put you on. Topics and interview guests related to hard breaking news always get the media's first priority.

Have A Realistic Approach

Is your story really right for Oprah or Time Magazine? Many publicity seekers fail to take a realistic look at the news level of their material. They waste a lot of time and money pursuing media they can never get. A better strategy would be to focus your campaign on the media you have a real shot at. Top national TV shows and magazines are great -- if you've got an appropriate story or topic. However, there are also thousands of other powerful publicity opportunities. Radio shows, regional TV, newspapers and special interest magazines are all seeking feature material.

Do Something Exciting

A publicist's expertise is primarily focused on getting media attention and coverage for the client's activities. We need a constant flow of newsworthy material ("I'd sure like more work," or "I'm selling stuff," is not news). For example, if you are a music artist -- you should have some exciting concert dates. If you are an actor, you need to be getting some really good film and TV roles we can publicize. A speaker should be appearing at some major events we could invite the media to attend. A new restaurant or club should plan a unique grand opening party. In other words, always try to be DOING something the media can cover. Publicity can then dramatically increase your opportunities, sales, etc. -- but you have to start the ball rolling. The media doesn't just give away free publicity, you have to make some news to make some noise !!

A Word About Book Publicity

There are three key elements we look for when considering a new book for possible representation. The first is the quality of the material. It must be very well written, with an engaging title and cover. The second is the author's credentials. Are they highly qualified to write and talk about this material? The third and most important factor -- is the topic timely? It must fit the current media trend and popular culture climate.

Tip: If you are thinking of writing a book, buy a couple of hours of consultation time from an experienced publicist first. Their guidance and advice will pay off bigtime when you go to publicize and market your book later.

Be A Celebrity Personal Assistant

We receive many questions from people interested in becoming celebrity personal assistants. For some excellent overall information, we recommend the on-line career guide at the following web site...

Celebrity Assistant Career Guide

Will The U.S. Media Pay For News?

We have been asked if the U.S. media will pay for news items and interviews. The answer is that they usually will not pay for an interview alone. However, they often will pay for the use of photographic material and video to accompany an interview. For example, if you were a classmate of someone now involved in a major news event, and you have some video or old photos of you together -- they may pay to use them. If you happen to catch a major news event on video, you can often sell that along with your eye witness account. This way, the media can maintain their journalistic integrity. They can still say -- we never pay for interviews!

Advertising Vs. Publicity

When you consider the cost of one minute of airtime on radio or TV (if you were buying a commercial) publicity becomes the ultimate bargain! For example, radio time on a medium level station now sells for about $300 per minute, a big station $1,000 - $2,500 per minute, and on the major national radio shows, $30,000 a minute and up. National television time can range from $50,000 a minute to over a million depending on the show. With a publicity campaign, your placement on a specific show is not guaranteed. With advertising it is. Hence the vast price difference in an advertising campaign versus a publicity campaign.

The Greatest Publicists

We are often asked who we think were the greatest publicists of the past century. Topping the list would naturally be the legendary P. T. Barnum (photo w/ Gen. Tom Thumb). Next on our list would be the great Colonel Tom Parker (publicist & manager for Elvis Presley). In Hollywood, it would have to be the late star-maker and super-publicist Swifty Lazar. If you are intersted in the world of publicity and promotion, we recommend reading the biographies of each of these PR wizards.

Get This Job: Publicity

Our agency director recently did an interview for JANE Magazine with some brief tips on becoming a publicist. It is available on-line at...

www.janemag.com/memos/blogs/editor/get_this_job/index.html

The Web Site Vs. The Press Kit

"Do I need to have an elaborate printed press kit?" That's a question we get all the time. The answer is -- a good web site can now be used in place of an expensive printed press kit. In fact, many members of the media now prefer electronic information. It is instantly available, much more current and accessible from anywhere. Additionally, photos and other graphics can be pulled right from the site for immediate use. It's a dream come true for journalists and producers on a tight deadline. At our agency, we rarely even receive media requests for the old printed press kits anymore.

Special Congrats!

We want to give a special congratulations to a terrific actor and model -- Mauricio Amuy. He is a good friend of the agency. Mauricio is starring in the new Disney movie "Apocalypto" (Dec. 2006 release). We just did an interview with him for People Magazine and another with the television show EXTRA. Keep an eye on this shooting star!

Betting Your Career On In-House PR?

We have seen so many talented people allow their careers to deteriorate by relying solely on the in-house or studio publicity department. Today, it is a huge mistake not to have independent and professional representation. Without it, you leave yourself extremely vulnerable. The media "expects" anything or anyone HOT to be represented by an agency they recognize. It's the same in sports, music, modeling and book publishing. Image is everything!

Get Paid For Speaking

Can you do professional speaking? Would your topic, expertise or business lend itself well to public presentations? If so, you can generate significant income through speaking engagements. Many of the authors, experts and celebrities we represent also do paid speaking. In some cases, that is their full-time career. See our web site at www.nationalpublicist.com/ for numerous examples. If you can be a great "infotainer" and you enjoy traveling, speaking may be of interest to you. Our speakers travel all over the US, as well as to Canada, Australia, England and other nations.

Know How To Play?

At the elite media level, things operate almost like a secret society. There are no special passwords or secret handshakes -- but, there are certain rules of the game. If you expect to get anywhere, your publicist better know how to play. It takes years of experience and being in the business to become accepted as a true insider. That "influence" is a major part of what the top publicists are selling.

You Must Have Originality

What are we looking for in a new client? What does a publicist really need to make a superstar, best-selling author or mega-hit business? Those are questions we receive on a daily basis. The answer is potential and originality. The lyrics of a new song by Cheyenne Kimball put it quite eloquently. The song is called "One Original Thing." If you're truly serious about making it big -- go buy the CD and listen carefully to that song. Then, tell us what you've got. Cheyenne's official web site is www.cheyennekimball.com/

Hot Publicity Photos Get Attention

When requested, be prepared to provide the media with unique and creative PROFESSIONAL publicity photos. Throw away the standard head shot -- the media finds them boring! Your publicist should be able to counsel you on this before you shoot the photos. You should also have your publicity photos available in both printed and electronic format. The media now frequently requests that photos be sent via E-mail.

Getting A Top Agent

There are only a handful of truly powerful publicists. It's the same with talent agencies. The truth about agents is that there are really only about five or six firms that control all the major opportunities. These agencies rarely represent new talent. Their clientele are established stars. The fact is, you probably can't get one of these agents. Why? -- because they prefer to come to you. If you work hard with a good publicist and make enough of a name for yourself, it will happen. We have seen it many times and they have signed many of our clients over the years. Our advice for new talent of any kind, is to concentrate on building your popularity. If you do that, agents and acting roles, modeling offers, book deals, etc., will all eventually come to you.

Publicists Make The Pitch

Publicists are similar to talent agents in many ways. In fact, they used to be called "Press Agents" for just that reason. A talent agent does not teach the actor how to act or the singer how to sing -- their job is get the artist the right auditions. The artist is hiring them for their contacts. Likewise, publicists don't try to become experts on their client's businesses or professions. Our primary job is to pitch a client's material to the right media decision makers. Publicists can offer you guidance and some great topic and hook ideas. However, it is ultimately up to the client to provide their publicist with hot material to work with.

Strategic Tip -- Quality vs. Quantity

When working with a national publicist -- be patient. Strategic publicity is NOT an immediate process. The media can book pretty far ahead and breaking news always gets first priority. Major publications get hundreds of submissions a day, major television shows get thousands! Never forget, it is not about the quantity of media -- it is about the QUALITY. Lot's of small market interviews won't help you. You need morning radio, prime TV and major print to really get a buzz going.

Are Book Signings Really Worth It?

The short answer is -- probably not. For most new authors, book signings are more for experience and rarely sell a lot of books. Unless you are a celebrity, the numbers are usually small. A hundred books sold would be doing extremely well. However, investing that same money on a radio and television interview campaign can sell thousands of books!

Not to say you shouldn't do any book signing events. They can be fun and they give you direct feedback from your reading public. However, they can also be very costly because you have to travel to the signings. They can even be embarrassing to an author if only a few people show up. If you're on a tight budget, it would be smarter to invest in a media campaign rather than a travel and signing campaign.