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Get on 'Oprah' via O Magazine
By Joan Stewart
The Publicity Hound
The big mistake most people make when trying go
get onto "Oprah" is failing to understand that their product, service, cause or
issue isn't a perfect match with Oprah's audience.
Day after day, I see people with academic
topics, or products for the corporate suite, or services for niche audiences
trying to compete with the gazillion other Publicity Hounds who are pitching
Mistake Number Two is sending by snail-mail
books or other products they hope will catch the producers' attention. Oprah's
staff receives an astonishing 200 books per month! Do you know where all of them
end up, along with all the other packages? Either in the trash, or the staff
donates them to a worthy cause.
don't have time to wade through the mountains of unsolicited material. Working
12- and 14-hour days, they need to save time wherever they can. So in many
cases, they look to a reliable source they can trust: O Magazine. If you've been
featured in O, the producers know you've already passed inspection, so to speak.
For example, Genevieve Piturro, who
founded The Pajama Program, a charity that gives new pajamas to needy children,
first appeared in O Magazine, and then on
"Oprah" in 2007. And what a show it was.
Oprah issued a challenge to
the 300 people in the audience to buy and donate pajamas. As a result, the
audience brought in more than 32,000 PJs for the charity. As a result of that
great segment, producers at Oprah & Friends XM radio booked Piturro for an
interview on the radio show.
Sometimes it works the other way around. You
can get onto the TV show first, and then appear in the magazine. But because
competition for the TV show is so intense, it's often better to try to get into
the magazine first.
O Magazine's 12 favorite
Susan Harrow, who wrote the ebook
into O Magazine, says editors are looking for about a dozen types of stories
and interview subjects when they sift through the thousands of pitches, emails,
books and other solicitations:
- A book that women want to read. (Authors,
pay attention.) It must be well-written, moving, funny, dramatic, or it must
deal with a topic that Oprah believes women must know about. That's why you
must do your research and watch the show so you understand Oprah's
- Unusual gifts for pets, or a heart-warming
story about your relationship with your pet. After the magazine featured
BowWowTV, a company that makes DVDs for dogs, Denise Loren was able to get her
product into 100 retail outlets.
- A story about how you inspired some great
shift your community.
- Out-of-the ordinary tips from the experts on
how to save money, do good for others, and live to the fullest. After business
advisor Stephen Shapiro, author of the book Goal-Free Living: How to Have the
Life You Want NOW!, was featured in O Magazine, he got calls from
Entrepreneur, Investor's Business Daily and Family Circle.
- Breakthroughs in health, anti-aging, dealing
with health care and optimal healthful living. When the magazine featured the
Heart Center for Women at Rush University Medical Center, patients flocked to
the center, says Dr. Annabelle Volgman.
- A service that has helped thousands of
people and that others can use when the economy is bad.
- A product, service, cause or issue that
helps children love in a unique way.
- Suggestions on how women can stop obsessing
over what they want and, instead, start appreciating what they have.
- How you've gotten through some of the
toughest times in your life and advice you can share on how other women can do
- A unique perspective on relationships.
- New research on a topic that women need to
know about. (If you know about the topics Oprah thinks are important, this is
an easy one to tie into.)
- Products that women love and are beautifully
packaged. (Some of these could end up as one of
"Oprah's Favorite Things.")
|Susan Harrow also points out that Publicity
Hounds with topics that pertain to architecture, living, home decorating, art or
creativity might also be able to get into O now that the Hearst Corporation has
decided to discontinue O at Home because of declining advertising revenue. Those
topics will be moved into O magazine.
to Be a Kick-Butt Publicity Hound
Revised 2008-2009 edition
Joan Stewart and media magnet Tom Antion
have really done it this time. In this breakthrough ebook, they reveal all
the little-known secrets of generating millions of dollars in free
publicity that can propel you and your business to Superstardom! This
is Joan's most popular ebook. This latest update has seven new chapters on
social media marketing.
to Plan & Promote Sizzling Special Events
Stop laying awake at
night worrying about how you're going to attract the media and the public
to your next special event. Deb Schmidt and Joan Stewart give you all the
essential tools you need to plan sizzling special events. This
package--available as a set of 7 audio CDs or an electronic transcript,
includes tips for planning your event, what to do the day of the event,
and how to follow up after the event. It also offers valuable tips on how
to communicate with the media before the event, how to work with the media
the day of the event, and how to do valuable media follow-ups after the
event so you stay on the radar screens of every media outlet that has
covered your event.