Amy Frazier, editor of PRN's sister publication Selling to Kids, recently got an assignment that most reporters only dream about: the American International Toy Fair in
New York. Although she didn't bring us any toys, (and we PRN staffers are a little peeved at this,) Frazier did return with observations on how attendees worked the press
room to score copy from reporters.
Think Different. Pressrooms are great targets for your promotional materials, but you definitely have to do something that makes yours rise above the clutter of so many
stacks of green, red and blue folders. LeapFrog, an Emeryville, Calif.-based company that makes educational toys, stuck a handmade sign over its press kits touting its "Toy of the
Year Award" received from the Toy Manufacturers of America. The move attracted journalists and helped LeapFrog move most of its kits.
Get Hands-On. What are journalists more likely to check out - an indistinctive folder stuffed with press releases or a tiny dog dancing to Baha Men's "Who Let the Dogs
Out"? Pacific Innovations, based in Blane, Wash., put together a small product display in the pressroom incorporating the hit. It generated a few laughs - not to mention interest.
No PR Folks Allowed - But You Can Hang Around. Final thought on pressrooms: don't be afraid to go near them. Granted, journalists may treat them as
relaxing respites to collect their thoughts into story ideas, but if you're tactful you might have luck pitching reporters before they go in. Vanessa Stoops with Edelman
Worldwide/Seattle flagged us down in a friendly, non-threatening way. She broke the ice with a little chitchat (We hate it when pushy PR people cut right to the chase), and then
invited us to stop by her booth to check out her product. Not only did we follow, but so did several other media types, including NBC and "Good Morning America." Stoops was
surprised she hadn't seen anyone else practicing "guerilla PR." Frankly, so were we.