I’m amazed at how many exciting things happen to a photographer every day, but nobody ever talks about them!  Some events are more news worthy than others, but here’s the real issue:  If you don’t talk about it nobody else will.  So, with the trade show and convention season upon us, here’s an idea to help you jump start your business and turn yourself into a publicity machine!

1) Go get a glass of wine, a coke, whatever and just sit down with a pad of paper and a pen.  Find a spot where you won’t be interrupted for the next 30 minutes. 

2) Start thinking about everything that happened in your business in the last few weeks.  Some times the most routine events can be newsworthy with the right spin.  Did you attend a workshop or convention? Did you hire a second shooter?  Were you hired as a second shooter? Are you starting to diversify your business and now photographing pets, high school seniors etc.?  Are you working with a new album company?  What are some of the new products your lab is now offering?  Are you working with a new lab?  Do you print your work yourself and are you now using new papers – or, maybe you ramped up and are about to buy a new large format printer?  Are you involved in a new charity?  Are you doing something with Thirst Relief, NILMDTS or local community charities?  Did you just purchase new equipment that gives you greater versatility when shooting?  Are you sponsoring any community event?  Are you a volunteer for any programs in the school system? Got the picture?  The list can go on and on.

3) There are no rules for the list, just everything you did over the last few weeks.  Next, do the same list of things you’re planning on doing in the near future. 

Now, let’s talk about what to do with that list.  Each topic has the potential to help you become a publicity machine, but you have to take the time to write it up or find somebody who will write it up for you.  Let’s assume you’re going to a national, regional or state convention involving professional photography in the next few months.  Here’s a template you can use…yup – you can plagiarise all you want – it’s yours.  I used it recently at a marketing program I did at the DWF convention in Nashville this month.

For Immediate Release

Your city, Today’s Date 

Area Photographer Attends International Photographic Event

In (his/her) continued efforts to expand the broad selection of cutting edge photographic services, (your name) recently attended the Digital Wedding Forum Convention in Nashville, a three day, professional photographic workshop and convention. 

“There’s never been a more exciting time to be a professional photographer or, to have images created by a professional.  Digital technology is changing all the time and I want to make sure I’m offering my clients the very best!” said (Your Name).

(Your Name) is the founder of (your studio) and is located at (address).  The studio offers a full range of (commercial portrait,wedding,childrens, etc.) services.    Or, _________ plans on continuing as a freelance photographer…etc.

For more information contact: Your name, phone and email address

This is a template, only applying to the one event, attending a convention or workshop, but the elements of any press release are always going to be the same.  1) A headline and an opening paragraph that describes what the event is. 2) Personally, I like a quote that explains your position as it relates to your customers. 3) The third paragraph just describes your business, who and where you are. 4) Always close with a contact line so people know where to find you.

Always include a photograph of you at the event interacting with other attendees, a speaker or a vendor.  The more people in the image, the more likely it will be published. 

Next, let’s talk about what you’re going to do with the press release:

You’re going to print a hard copy and include it with a print of you at the event.  You’re also going to put the image and the press release on a disk. 

Here’s the hard part – it’s not really hard, but people never do it.  Develop a press list for your business with the names of the people you want to contact.  People tend to think just sending things addressed to the editor are enough, but you need a real name on the front of the envelope.

Your press releases should go to anybody who publishes anything reaching your target audience.  For example, the local newspaper, the Chamber of Commerce, if you’re involved in organizations like Kiwanis, Rotary, Exchange Club, they all have newsletters, blogs that might reach your audience, your own blog, bridal magazines and even your home town paper if you’ve moved away, but still have roots in the community. 

Last but not least, send everything in a priority Fedex, UPS or US Post Office envelope – it gives your information a level of importance and will help get through the noise.

My suggestion to start is to send out at least one release twice a month for the first three months and then back off to one a month, but just like a blog – you have to be consistent and continue the effort, even when nothing seems to be happening.  You never know when an over worked editor is going to be out of time and out of stories and have a gapping hole in his/her publication – that’s when it just might be your lucky day!

Most important of all be patient – most of you will be starting from scratch and it takes time to build a following.  Tomorrow we’ll talk about ideas to help you build that network to help drive the publicity machine you’re building!

The key to everything is patience. You get the chicken by hatching the egg, not by smashing it open! Arnold Glasgow