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5. Doorstop – an interview opportunity for journalists to ask questions of a spokesperson usually before or after an event, just before that person enters or leaves the venue

6. Exclusive – when a story or interview is promised to only one media outlet often for a period of time

7. Getting a ‘run' – when your story appears in the news whether in print or on TV

8. Plug – when you overtly promote your business – if you do it more than once in an interview it is typically frowned on

9. Live cross – when an interview is done remotely e.g. reporter in studio and interviewee at outdoor event/offsite

10. COS – chief of staff who is responsible for assigning journalists to stories

For more jargon-busting and insider information about how the Australian media work, I recommend reading PR Guru's DIY Publicity Guide.
PR Guru

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a popular online resource for paper crafters and DIY bridal enthusiasts, announced the kick off of their annual Handmade DIY Wedding Invitations Contest. Visitors are offered a chance to win prizes offered by several Etsy Wedding Artisan shops, including a custom couture wedding album and guest book by artisan Shelby Specht of Specht Couture, an calligraphy package offered by Angelique Ink Design Studio, and a couture bridal accessory package from Avenue C Bridal.

To kick off this effort, Do It Yourself Invitations has partnered with several popular blogs where readers will be asked to enter their handmade wedding invitations with photos and a breif description for a panel of experts judges to pick their top three winners. This panel of judges will be made up of bloggers,Lauren Donaldson of LaurenEliseCrafted and featured DIYer on Emmaline Bride.
The contest will also include a giveaway picked from a random drawing of all contestants. The winner of the giveaway will receive a custom designed bridal invitation map to accompany theirwedding invitations or for out of town guest gift bags.

"This is such a great opportunity for many of us small business owners to band together and get the word out about our products and services." says Delilah Hatch, owner and editor. In her own words, budget friendlywedding invitations are her specialty. "With the economy on the down turn and weddings costing as much as they do, many brides are looking for ways to cut costs. Making handmade invitations is just one of them," Delilah explains. "I wanted to host a DIY invitations contest to give these brides an outlet for showing off their great work, but also with the focus of inspiring each other on their journey."

Do-It-Yourself-Invitations is an invitations and card making website that has soared in readership since its launch in Late 2006 and is ranked among the top 1% of all websites for traffic according to Alexa traffic rankings. Hatch believes the popularity is in part due to a combination of the economy and DIY bridal trends. "The online community of DIY brides is exploding right now. Whether they have financial reasons, r are creating items to fit in with their unique style sense, more brides are turning back towards making items themselves."

Ever sat in the Doctor’s waiting room, flicked through a magazine, spotted a competitor quoted in a feature and thought, “I should have been interviewed for that, our business has a far superior product/customer service/etc.”?

If you feel like the best-kept secret in your industry, and you want to stop communicating one-to-some and start sending your message to thousands, it’s time you had a look at generating your own publicity.

Let me share a few best-kept secrets that only PR pros know:

1) Publicity isn’t rocket science, it just seems like it is

Put simply, publicity is the art of getting journalists to write or talk about your products, services and company – without paying them to do it. And the best way to achieve that is to, well, ask them. How you ask them can be an art in itself (more later) but really, that’s all you’re doing. Hardly rocket science.

2) The reporter often prefers to hears from you, the business owner, not a PR rep

Usually, whever reporters have direct contact with the business owner - sans PR agency - they relish the opportunity to get the story direct from the horse's mouth so to speak. Which is not to say a PR agency can’t be of great benefit to you guiding your message and maximising your opportunity to get in front og the journalist. But, if PR agency fees are beyond your reach, don't let it stop you. Do it yourself.

One email or phone call with the right pitch to the right reporter can mean your product gets written about or you get interviewed. With publicity you are no longer communicating one to a few, but one to thousands, potentially millions. You also gain ‘expert’ status, with all the associated sales credibility.

3) When you’re pitching, tailor it to the outlet’s audience – not what you want to talk about

If you want to get your own publicity, you have to stop thinking like a business owner and start thinking like a reporter. Research the media outlet before you even make contact. The number one pet peeve of journalists is being contacted by people who have no idea what they cover. Remember, reporters don’t exist to write/talk about your business, their job is to report on something of interest to their readers. So make sure you know the readership, understand what you have that’s of story value, research the right contact, then pick up the phone or shoot them a succinct email.

Journalists don’t always have the capacity to find the info on their own. Deadlines and resources are often tight. You need to make your information and expertise as easy and accessible as possible for a journalist so they can find a way to cover your company. Remember it’s not an advert. Try and put what you do into a framework. Here are a few examples of popular ‘media hooks’:-

New Product / Service / Book - The media is always interested in something new. If you’re launching a new (unique) product or service, you already have a ready-made angle.