Because I freelance for a number of different print and Web publications, I’m a green pasture for publicists who want to get the word out about their clients’ new products. There is at the moment a neat stack of books and presentation folders with glossy product inserts in a corner of my office. Most of these materials were unsolicited; emails were sent announcing I’d soon be receiving them. Many of the products are worthy. But out of 25 books, I may be able to place an article about one. Of a dozen products, the same rule applies. Add to that the fact I cannot ethically charge someone to do this—I only accept payment from a publication or website whose editor deems the information to be newsworthy. Otherwise, I would break a sacred rule in my profession. Paid reviews are a no-no. Are there times when a recipient who is a writer will rave about your product? How do you urge the recipient’s keyboard to engage?

In fact some of those books are a joy to discover. Some of the products may make my life easier. For instance, I predicted long before the public heard of the book The Kite Runner that Khaled Hosseini’s novel would be a best-seller. And I can gladly tout the benefits of a product I received recently. I think the publicist had a stroke of genius in targeting writers to receive samples of the product ALCiS. Full-time writers always have neck aches, wrist aches and lower back aches. I count myself lucky I only got the wrist affliction.

ALCiS is a topical cream for relieving muscle and joint aches. Carpal tunnel is a successful freelance writer’s best wicked friend. I tried ALCiS, and the stuff works like a champ. It doesn’t have that senior citizen arthritis scent that makes you smell like a Eucalyptus tree. It doesn’t dry out your skin. My wrists are happy now. Try keying 25,000 words a week and you’ll see what I mean. When the publicist called me, I made no commitment. I told him, “If you send me the stuff and I don’t like it, I’m not going to be able to write about it.” He sent it, it works, and I’ll pick some more up when my sample runs out. My teenager even used it after one of her marathon runs, exclaiming, “That stuff doesn’t stink and it works!” The presentation folder accompanying the product included clips of stories by others, contact info for the company and the publicist, and a straight-up facts sheet. There was a handwritten card on heavy stock with a personal note.

For those who work as publicists hoping to get a writer interested in telling others about a product, here are some tips based on my own experiences:
• Don’t offer to pay the writer unless it’s a straight-up payment for marketing materials. No professional writer I respect will double dip.
• Don’t annoy the writer with excess phone calls or emails. Good things do come to those willing to wait.
• Do provide website URLs, company background info and full contact info.
• Spell-check your email with your own brain. Nothing’s more comical than a poorly written pitch about a book or educational product. Send links to other articles about the product in the body of the email. Attachments are viewed with suspicion even if we use security programs.
• If you can’t get in through the front door, go through the side entrance. I recently agreed to write about an author because the publicist contacted a fellow journalist who also happens to be my long-time friend. It helped that the book is one I think I’ll like. My friend’s recommendation carries a lot of weight because I trust his judgment.
• If you send email, swing it towards a formal rather than an informal presentation unless the writer knows you.
• If you’re pushing a video, just email the basic info and the URL. Most of us do not hang onto DVDs or CDs. Our offices are already stuffed with materials because most writers are die-hard packrats.
• Be as complete as possible with your information, especially if it’s going to a freelancer. Most of us do not have time to do the research for you unless we fall in love with a product like I did with Hosseini’s book or that little bottle of ALCiS that eases the pain in my overused wrists.

Hopefully these tips for publicists will get your book or product some free space in magazines or on websites, and make the writer’s life a little easier as well.

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