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March 26, 2004
Networking With The Media: Give If You Want To Receive
I just returned from a wonderful week at two powerful net marketing conferences.
One of the key functions that happen at these type of conferences is networking. In fact, unlike most industries where people use networking time as an excuse to catch a quick nap, savvy nap needers skip out of the sessions instead of skipping the networking time.
And once again, I learned the key rule of networking - give if you want to receive.
It was very plain to see who subscribed to which networking philosophy at this conference.
Posted at 12:25 PM
What's That Again? Fish Sticks
Item recently run in a grocery store ad:
"Mrs. Paul's Dreaded Fish Sticks"
Posted at 12:19 PM
New Product: Secrets To Get Top TV Talk Show Producers To Book You
Do you dream of sitting across from Diane Sawyer, Katie Couric or Oprah chatting with them and millions of their viewers about your book, product, service, or cause?
Then you need to realize that each call you receive from a talk show producer is actually an audition. They're checking you out to find out if you have what it takes to go on their show.
Do you know what to say? And more importantly, what not to say?
Do you know how to change from being just another guest to being the focus of the entire show?
Do you know how to position yourself to still land the gig even if you're not exactly what they're seeking?
Do you know the one thing that will disqualify you faster than anything else?
If you're interested in getting on any of the top TV or even local shows to book you, you need to check out Secrets to Get Top TV Talk Show Producers to Book You
Posted at 12:18 PM
The Lobster Car
While in Orlando, I also took the chance to visit my favorite Orlando restaurant - Boston Lobster Feast.
Growing up a thousand miles from an ocean means that you don't get lots of chances to eat fresh seafood. So when some friends hauled me off to Boston Lobster Feast for my first ever all you can eat seafood buffet (yes, including all you can eat lobster and crab legs), it was my first real chance to experiment and discover that I really love seafood (still getting used to oysters, though...)
So I've hit Boston Lobster Feast on every trip I've made to Orlando since I discovered this place.
Parked right in front of their restaurant is a great source of publicity - their lobster car. 
It's basically a VW bug with a 20' long lobster sitting on top.
Posted at 12:16 PM
March 12, 2004
How To Avoid Media Release Mistakes
I heard something this week that reminded me that even big, highly paid agencies make mistakes.
Avril Lavigne came to Racine this week.
Who's that, you ask? Unless you're the parent of an 8-12 year old girl, or a "skater" (skateboarder), you've probably never heard of her.
She's one of those singers who wears far too much eye makeup and tries to look perpetually drugged up in all of her publicity stills. She speaks to the heart of the pre-teen girl set and makes the skater hearts go ballistic with unrequited adoration. You know the type.
She's also had two, maybe three hit songs.
She's currently reaching out to her fans by touring the country, not doing concerts, but holding free special events where she appears and does 2-3 songs in malls or other public venues. I suspect that her goal is to gather a couple of thousand screaming teens together with her in the center so the kids feel like they're not alone in their love for her and buy more of her CD's. Not a bad publicity strategy!
This past week she played the fabulous Regency Mall in Racine Wisconsin. Later she went to Milwaukee and did the same thing in the Petit Ice Arena, another location not well known for gatherings of this type.
Since this is a somewhat unusual activity for performers, her announcement got carried in the newspapers and on the radio.
I heard them talk about her on our lead AM station in town. There, in the middle of her 15 minutes of fame on a 50,000 watt blaster station, they gave the basic information - she'll be playing in the Petit at 3:00.
Then they started joking about the location - an ice arena where it's perpetually 40 degrees air temperature is somewhat of an odd place to gather music fans.
But one of the DJ's asked a normal question - "what does it cost to get in?"
Here they were, on live drivetime radio, with probably 10,000 listeners, re-reading the media release, only to find that cost was never mentioned.
Oops!
It didn't reflect well on Avril and her big-budget publicity company. That's not the kind of 15 minutes of fame that you want to have.
In the interest of preventing you from blowing your chance at fame, here's a checklist of things that you should watch for in a media release that announces an upcoming event.
Posted at 01:16 PM
What's That Again? School Mascots
In honor of my kid's high school girl's basketball team winning yet again this morning so now being in the finals in the state tournament, I give you:
My favorite school mascots:
- Beetdiggers of Salt Lake City, UT (Loved playing Jordan River in High School, but their 6' 9" center made me look and feel very inadequate. He didn't even have to jump to block my shots!)
- Nimrods of Watersmeet, MI - I can just hear the opposing team's cheers with this one
- The Banana Slugs, Univ of CA at Santa Cruz (Squash em, squash em, gooooo team)
- The Sagehens of Pomona, CA (The Pomona fight song is "When Cecil Sagehen Chirps" - really)
- Imps of Cary, NC (I love this name!)
- Angoras of Clarkston, GA (now that would be an expensive letter sweater)
- Flivvers of Kingsford, MI (What's a flivver look like?)
- Squirrels of Winslow, AZ (Wonder what is the total weight for their front line?)
- Peglegs of Stuyvesant in New York City (Just don't ask them to run!)
and the award for the most fear inspiring mascot is
- The Dots of Poca, WV
Posted at 01:11 PM
Reminder to Send Copies of Your Media Kits, etc.
As we mentioned in last week's newsletter, (see a copy of the article) we're looking for copies of real media kits, publicity plans and business plans to use as examples in new products that we're producing.
Several of you have taken us up on this, and we've seen some really cool work. Some of you have shared your stories with us, which have been thrilling.
We're still looking for more! So if you want more publicity for your company, we'd love to be able to include a copy of your media kit, public relations plan and/or your business plan in one of our future product. Plus, you'll get expert feedback on the strengths and weaknesses of your piece. Other people will then be exposed to your company, will see you as a shining example, and will look to you when they need your services. Confidentiality can be protected too, if needed.
Send yours today to don#101PublicRelations.com (please replace the # with a @ sign to email.)
Posted at 01:09 PM
How To Get A Powerful 1,000 Page Marketing Manual For Free
Those of you who have been around for awhile know that much of my success has come from following the principles taught by the top net marketers in the world. One of them is Corey Rudl. He's not doing too badly, pocketing a measly $7.6 Million in online sales each year and...
Corey's just come out with the 2004 edition of their powerful online marketing course, "Insider Secrets to Marketing Your Business on the Internet". I own every other copy of this course he's ever put out, and use it as a foundation for much of my work and my copy of the new 1,000+ page 2004 edition is in FedEx on it's way to me as we speak.
I'm so convinced that this manual will help all of you I've gotten Corey to agree to do something for each of you
Posted at 01:05 PM
March 11, 2004
How to Win the Support and Respect of Newspaper Editorial Boards
We've seen it happen over and over again. A newspaper writes a scathing editorial about a politician, a non-profit organization or a company that did something stupid, prompted, in part, by the refusal of the news source to talk to reporters when the original story was written.
The news continues to break. A few days later, the newspaper prints a second editorial on the same topic. Then a third. Finally, the subject of the editorial is on the phone, begging to meet with the editorial writers and "set the record straight." But by then, the damage is already done.
Newspaper editorial boards can be one of your most valuable allies if you are promoting a cause, if you're in trouble with reporters, or if you want to muster valuable support for an event or an issue long before the first story is printed. Yet people seldom use editorial boards, either because they don't know about them or they're intimidated
Posted at 10:20 PM
Letters To The Editor
Letters to the editor can be used to build or maintain a high profile. Because well-written letters are so easy to get printed, you can use them as part of your campaign to build your celebrity image, increase your profile in the community or simply to become better known, and to be seen as an expert.
For tips on how to write letters to the editor that actually get published, be sure to check out Special Report #4 How to Write Crisp, Compelling Letters to the Editor to Promote Your Product, Service or Favorite Issue
Posted at 10:16 PM
The Secrets of Internet Marketing Success
Every once in awhile we recommend a resource that we have found especially valuable in building our business and hope that you will find these resources valuable in building your own.
If you have been working in marketing for the last several years, you know the power of the Internet to build sales and profits. And if you've been marketing on the Internet for any length of time, chances are you have heard of Corey Rudl. Corey is one of the most successful REAL-LIFE Internet marketing experts online today.
Corey is a really cool guy and is one of few people online whom I truly admire for what they've been able to produce, and he has taught me literally dozens of strategies that really work online.
So when I saw Corey's newest idea it only took me a few minutes before I realized that even though I have had this idea on my own list of things to do for many months, Cory had done such a great job of delivering results that I'm totally comfortable recommending his product rather than doing it myself.
Posted at 10:11 PM
Media Kits on a Shoestring: How to Create Them Without Spending a Bundle
It’s taken you months to build a strong relationship with the reporter from your local metropolitan newspaper. You’ve met her twice for lunch, passed along leads and story ideas, and faxed her interesting tidbits about your industry.
Finally, it has paid off and the big day has arrived. She is visiting you to do a profile story on you and your organization. You have prepared thoroughly for the interview and you’re braced for any question she could possibly ask. Except the first one when she arrives, she wants to know "May I have your media kit?"
Don’t panic. Admit you don’t have one. Ask her if there’s anything specific you can send her after the interview. Then vow that that will never happen again and get to work creating a media kit that reporters will love.
What It Is and Why You Need It
A media kit is a folder of information that will help reporters write an accurate story.
Posted at 10:02 PM
Reasons To Send Media Releases
There are two key reasons to send a media release. First, you can announce routine information such as a promotion or a special event. Second, you can attract the media’s attention and give them enough information about a story - results of a new study or a new product your company is introducing so that they call you for an interview. That means you are under no obligation to include all the facts of a story in your release. If the media are interested, they will call. Your job is to catch their attention. See Special Report #5: How to Identify Story Ideas Within Your Company or Organization for more information.
Posted at 09:58 PM
How to be the Local Angle to National Stories
One of the best ways to get free publicity is to offer yourself as the local angle to national or international stories you see in print or on TV or radio. Local media are hungry for the local angle. That’s because local news is their bread and butter. Any time they can find someone in their area who can offer background, commentary or story ideas that piggyback off a national event, or someone who is part of a national trend, they will usually bite.
In fact, it’s standard practice in newsrooms all over the globe to pursue the local angle. Reporters sometimes labor for hours trying to track down someone in their area who can shed new light on a national issue, or who can offer an interesting local visual to accompany a national story.
7 Ways to be the Local Angle
Here are 7 ways to get into print and broadcast stories by being the local angle:
Posted at 09:53 PM
How To Increase The Success of Your Press Releases And Articles By Two to Twenty Times
Want to dramtically increase the percentage of media that runs your next press release or article?
Make a great first impression!
In a recent study at Harvard's Graduate School of Business job interviewers were asked to indicate whether they would invite a candidate back for a second interview at two different points during the initial interview - once 15 seconds after the interview started, and again at the end of the full 30 minute interview.
95% of the answers were the same!
Amazingly, these interviewers made hire/no-hire rulings (for $100,000+ jobs, by the way!) after just 15 seconds - just barely enough time to shake hands, say hello and check out whether the candidate's suit was rumpled or freshly ironed.
The same thing happens with your press releases. The average release gets no more than 5 seconds before it hits the trash.
What makes the difference? The headline!
In short - bad headlines hit the trash, but great headlines cause reporters to sit up, take notice, and probably run your story.
For more information on what makes a great headline and to order the special report, How to Write Eye-Catching Headlines for Your Press Releases and Articles
Posted at 09:44 PM
Contests
Contests are a wonderful way to call attention to a company anniversary that might not otherwise get any media coverage. For example, if your company is celebrating its 10th anniversary, no one but you will care. Piggyback off the anniversary with a contest.
The media will be more interested in a clever contest than they would be if you called and said, "We’re celebrating our 10th anniversary. Is that worth a story?" Of course it isn’t. Yet you’d be surprised at the number of people who call the local newspaper and expect reporters to drop everything and write a story about the fact that they’ve been in business 10 years.
For more information, see Special Report #14: How to Piggyback Your Story Ideas onto Holidays and Anniversaries
Posted at 09:41 PM
March 05, 2004
Own The Buzz: Defining The Playing Field
I just got off the phone with my timeshare company (booking travel to attend the seminar I told you about last week) and am reminded of how I came to own a timeshare contract.
I never dreamed that I would own a timeshare. But one day about 4 years ago we responded to one of those 3 full days in a vacation spot ads because our kids needed a vacation. We did it knowing fully what we were facing - after all, if we can't say no to a high-pressure salesperson, then nobody can.
Eventually the time came for the obligatory visit to the salesperson. I sat down, folded my arms, leaned back, crossed my legs and adopted the strongest "I'm not listening" body language I could muster. My goal was to communicate only in grunts and to be kicked out of there in 30 minutes or less.
The salesperson started out by asking about our family. Since I could only grunt, my wife explained about our 3 kids. He asked how many vacations we'd spent together over the last 3 years; this was the first that wasn't family-reunion or wedding-of-siblings related.
As I remember, the next twenty minutes were focused on questions like:
"Wouldn't you like to be spending quality time building memories together every year, in a quality resort, away from the cares of the world?"
"I bet you're not taking as much time together as you would like to. How much is it worth to you to have a lifetime of memories of family and being together?"
I think you get the drift...
I walked out of the office 90 minutes later as a timeshare owner.
Grunting didn't work.
What changed my mind? This bright salesperson shifted the playing field on me. I thought we were going to talk about the advantages and disadvantages of timeshare ownership and had a whole set of arguments against it. He talked instead about family, memories, love and happiness together.
That's the one area that I couldn't argue against.
He redefined the playing field, removing the argument from the facts that I wanted to discuss onto the area where he knew he could win. This enabled him to take control of the argument and push it into the areas that worked for him.
This is a key PR principle.
Posted at 02:07 PM
How To Get On NPR
Book publicist Lissa Warren remembers September 23 last year when she was sitting in the studio at WBUR-FM, the National Public Radio station out of Boston. She was listening to host Tom Ashbrook interview her clients, authors Ann Bancroft and Liv Arnesen, during the talk show "On Point."
Ann and Liv, the first women to cross Antarctica on foot, were discussing their new book "No Horizon is So Far," their 1,700-mile trek and how they traveled much of the way on skis powered by wind sales.
The interview was still underway when someone handed Lissa a slip of paper. It included contact information for an editor at Sailing magazine who was listening to the NPR show, immediately called the station, and was eager to interview Ann and Liv. The resulting article then appeared in the February issue.
Posted at 02:04 PM
What's That Again? Hose Company Recue
As seen in a police / fire department blotter:
"Cleveland Hill Hose Company assisted a child whose head was stuck in a stair banister on Beach Road. The child's head was removed."
Posted at 02:02 PM
Get Exposure From 101PublicRelations.com
We're always in the process of developing new products. Right now we're working on three new products, one each in the area of media kits, public relations plans and business plans.
We're planning to include real-life examples in each of these books. We started to reach for our files, but thought "hey, what are we doing? Since whomever we include as examples in this document will get tons of free publicity, why not invite some of our readers to submit theirs to be featured in the product?"
So, if you would like to get some great publicity, and are willing to have others see and use your work as an example, we'd love to see yours!
Posted at 02:00 PM
