Publicity Ideas from TV Shows

Sometimes you can generate publicity by tying your concept into a television show. With the new season of television underway, there are new opportunities to find this connection.

Back in 2003, I wrote a news release based on "Cupid," a television show airing that season. (The press release website I submitted it to no longer exists, unfortunately.)

Called "Looking for a Job is a Lot Like Looking for Love," the news release highlighted the similarities between the resume screening process and the television show.

The show was designed to help single gal ("Cupid Girl") Lisa Shannon find and marry her perfect mate. Helping her screen out "the losers" were her two friends, Laura and Kimberly.

In the first two episodes, Lisa and her pals auditioned hundreds of prospective suitors. Each had just 30 seconds to make an impression and advance to the next round. I pointed out how the same mistakes that sunk some prospective suitors would also hurt job seekers trying to make a good first impression.
Look to the media for current themes and trends you can piggyback onto for your news releases.

Wondering about Lisa?

MSNBC had an update: She picked a mate on the final show (Hank Stepleton), but the pair declined to be married live on TV, turning down $1 million. Instead, they said they wanted to get to know each other off-camera, and from what we’ve heard, they followed through with that.

In 2003, after the show aired, they moved to Chicago — Hank’s hometown — together. In August of 2004, they were still together, having moved to LA, although they weren’t yet married or engaged. But the summer of 2004 was the last we’ve heard of them.

Quick Publicity Tips

As I work to get a couple of newsletters out the door, I'm reminded how easy it is to get publicity for your resume writing business, if only you take the time! For one of my newsletters this month, I interviewed three vendors. One of them immediately shot to the top of the list as a source I'll value because she provided a tip sheet for me. It was pretty simple -- just a couple of "Frequently-Asked Questions," but it made my day -- and, in fact, because the basis for the article. (To be fair, I had to interview the other two vendors, as they also advertised in the newsletter, but it was her graphics that I featured in the article too.)

How can you get more publicity? Be a better source. Prepare a couple of tip sheets ("Choosing a Resume Writer," "Top 10 Mistakes Most People Make on Their Resume," "Five Keys to a Successful Job Search," etc.) Think graphics! Can you provide a before-and-after sample? Sidebar with checklists? Your photo (professionally taken)? All of these things will endear you to the media. Trust me!

Effective Mini Bulletin Boards

The number one, least expensive, most powerful, but most underutilized weapon is your business card. It's low tech, it's old fashioned -- but it's incredibly effective, when used properly.

At a cost of pennies each, business cards are mini bulletin boards to advertise your services.

A well-designed business card says whom you are, what you do and how to reach you.

If you have multiple lines of business, make sure you have a card just for your resume writing services.

Send one with the bills you pay. Leave it with your tip at the restaurants you frequent. Pin your cards (2-3 at a time) to public bulletin boards (example: library, grocery store, and university).

VistaPrint offers excellent, inexpensive business card printing.

Formula for an Effective Summary

The article, "A Resume Summary Tells Employers What They Want to Know FAST," by Linda Nathanson, Ph.D., remains one of my favorite how-to articles of all time. It appeared in the January/February 2002 issue of Resume Writers' Digest.

I want to share the "essence" of the formula with you.

A Basic Formula For Writing a Resume Summary

1. GENERIC LABEL
Have the client identify his/her primary profession or position that he/she is in or hopes to be in

Examples: accountant, insurance professional, sales rep

Avoid using company-specific job titles or ones that don't convey a profession (i.e, Vice President)

2. GENERAL DESCRIPTOR
Put an adjective in front of the label.

Examples: Skilled, Talented, Creative, Seasoned, Experienced

If the label refers to a profession or position the candidate hopes to attain, use the adjective "Prospective." it communicates an intended career direction and is ideal for recent graduates or career changers.

3. TIME/INDUSTRY
with [time] in [industry]

Examples:
… with 18 years in the data processing industry
… with extensive experience in graphic design
… with a career history in the telecommunications industry

4. JOB SOUGHT
Tell the reader where your client would fit into an organization. Avoid company-specific job titles.

Examples:
… seeking a senior-level accounting position
… seeking an entry-level or trainee position with a career path in the insurance industry

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EXAMPLE:

Seasoned accounting professional with 8+ years in the construction industry seeking a senior-level accounting position. Background includes experience managing all accounting-related functions in construction companies. Excellent management and problem-solving skills. Has a track record in implementing accounting policies and procedures. Proficient in using online accounting systems. Organized, detail-oriented and very hardworking.

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About the author: Linda Nathanson is a contributing author to A Funny Thing Happened at the Interview. (Editor's Note: We erroneously reported that a new book by Linda, Resumes that Sock It to 'Em would be released on Oct. 15. In an e-mail to me, Linda noted that the book is not currently scheduled for print, but will have to await her retirement. We hope that's soon, Linda!)