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January 2005

ASJA's New Tip Sheet Promotes Members' Expertise

How would you like to publicize your achievements -- without spending a cent? We now have an exciting new member benefit that will do just that: ASJA's Expert Source Tip Sheet. These monthly e-mail press releases will be sent to nearly 2,000 media outlets around the country. The goal is to entice reporters, booking agents, and producers to turn to ASJA when they need expert sources, thereby featuring our members in their stories and shows.

Here's how it works: If you have something newsworthy to promote, write a short blurb (100 words maximum), and send it to tipsheet@asja.org. Entries must contain your contact information (e-mail or a Web site), a catchy news hook, and why you're an expert on this topic. Members are limited to no more than four Tip Sheet items per year. Read the detailed instructions on the ASJA Web site at www.asja.org/members/tipsheet/ before submitting an entry.

Each month, Tip Sheet Committee chair Andrea King Collier and her team of volunteers will compile and distribute the sheet, using an e-mail list of press contacts ASJA acquired from Bacon's medialistsonline.com, which generously gave us a special price break. Andrea is ideally qualified to oversee this effort, since she's worked at one of America's top public relations agencies, Hill & Knowlton, and has freelanced for several others.

"I've always said that I'm a better marketer than writer," says Andrea, whose memoir, Still With Me, was honored with an ASJA Outstanding Book Award in 2004. "I volunteered for this project because I was intrigued by the prospect of helping members get the word out about their expertise and wanted to be part of that."

She and her committee -- Lorenzo Chavez, Paula Dranov, Leslie Gilbert Elman, Debbe Geiger, Ruth Houston, Robbie Kaplan, Carol Kruckoff, Sandra Langer, Marcia Layton Turner, Leslie Levine, Brian O'Connell, Leslie Pepper, Andrea Rotondo, Ken Shouler, and Claire Walter -- developed a detailed proposal for the Tip Sheet. It was unanimously approved by ASJA's board of directors in November. The team also worked closely with Webmaster Bruce Miller and Web editor Christine Larson, who put the many technical pieces in place for the Tip Sheet's launch. Thanks, Bruce and Christine!

The 25 or so ASJA members featured in the first Tip Sheet, released in December (and also available on the ASJA Web site), found a wide variety of clever angles to highlight their expertise. Mary Mihaly pitched Feng Shui for the holidays, Sally Wiener Grotta offered guidance on selecting digital cameras as gifts, and Leah Ingram gave smart suggestions on holiday tipping -- topics that tie in to books they've written on.

"Creativity is key," emphasizes Andrea. "We won't spin it for you, so you have to come up with something newsworthy. For example, you might look at the time of year and see if there's a Valentine's Day angle for February." Victoria Moran promoted her book, Younger by the Day: 365 Ways to Rejuvenate Your Body and Revitalize Your Spirit, published in December, by pegging her subject matter to making New Year's resolutions.

To be included in the release, the news must have occurred within a month of the Tip Sheet issue date. This can include announcements of new books (or book contracts), major articles, or significant speeches (not "spoke at PS 33"). Writing that was published last year wouldn't be eligible unless the topic is hot right now. Items that are too long, or don't meet these criteria will be returned to members for reworking. The deadline for each issue of the sheet is the 15th of the previous month.

Members are encouraged to take advantage of this valuable publicity benefit. And if you do, please let the committee know if you get any media inquiries, says Andrea. "It's really important to report the results like members have been doing on the Phorum thread about the Personal Pitch sessions on Members' Day. Since the Tip Sheet is a work in progress, the only way we can measure its success is through your feedback. So, remember to tell us about any good things that happen."

LISA COLLIER COOL of Pelham, New York, is president of ASJA. E-mail the president through www.asja.org/contact.php.