Publicity tips/Please, no begging April 18, 2006

The Publicity Hound's
Tips of the Week
Issue #290 - April 18, 2006
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.publicityhound.com/
http://www.publicityhound.net/ (Blog)
The Publicity Hound®

Circulation: 15,361

====================================
"Tips, Tricks and Tools for Free Publicity"
Receive this ezine
direct to your desktop:
http://www.publicityarticles.net/archive/
=====================================

You are receiving this because you signed up for it at The Publicity Hound® website at http://www.publicityhound.com/ or you told me you want to subscribe. If you didn't subscribe, you can unsubscribe by clicking the link at the bottom of the newsletter.
Please forward this ezine to anyone you know who needs free publicity to establish their credibility, enhance their reputation, position themselves as employers of choice, sell more products and services, or promote a favorite cause or issue.

**************************************************
Attention Washington D.C. and Baltimore Hounds:

Seats are filling up fast for my May 16 half-day seminar called "Savvy Media Relations: How to Get FREE Print, Broadcast & Online Publicity." Because this event is at the City Club, seats are limited. Sorry, but when they're gone, they're gone. Register at http://www.publicityhound.com/washingtondc.htm or call 262-284-7451. So far, this is the only week when I'm speaking in Washington, D.C. this year.

*************************************************
================================
In This Issue
================================

1. Please, No Begging

2. Linkedin, MySpace, Craigslist

3. Attract PR Clients

4. Paying for News Stories

5. How to Promote Coaching for Doctors

6. Help This Hound

7. Hound Joke of the Week

8. And at My Blog...

==================================
1. Please, Stop Begging
==================================

Answer true or false to the following statements:

--The first time I call a media outlet, it's always to pitch a story idea about me, my company or my client even though I usually don't read the publication or watch the program I'm pitching.

--When I call, my pitches usually zero in on the product or service I'm selling, or the cause or issue I'm trying to promote.

--I'll call the local newspaper and ask them to cover a boring ground-breaking, ribbon-cutting or check-passing ceremony if I have to. I know they won't cover it, but I'm too much of a wimp to tell my boss his idea stinks.

--If I think I can get away with it, I'll sometimes ask a reporter if I can read the story she has written about our company before it's printed.

--I once called a local TV station and asked them to cover our (fill in the blank) event because we worked so hard on it and "deserved" the coverage.

--When a newspaper photographer comes to my company to take a photo, I ask if he can send me one or two extra prints.

--If I'm pitching a blogger, I come right out and ask if she can include the price of our product in her post.

I know. I know. Most of you would rather swallow a handful thumbtacks than do any of those things. But lots of Media Mutts are guilty of doing them.

How do I know? Because for many years, I was on the receiving end of those kinds of pitches, dumb questions and thoughtless PR gaffes. They make a mutt look like a beggar, standing on the street corner, tin cup in hand.

If you can do the media a favor before you ask them for something, you stand a far better chance of having them cover your story.

I've identified 17 ways to start building relationships with journalists and I explain them all in "Special Report #49: 17 Ways to Build Valuable Relationships with Media People." You can download it and be reading it as soon as your order is approved. Read more about what you'll learn at http://tinyurl.com/6uz9g

===============================
2. Linkedin, MySpace, Craigslist
===============================

Many of you have invited me to become part of your network at Linkedin.com, an online social networking site for professionals at http://www.linkedin.com/

I used to decline, politely, simply because I haven't quite figured out how it works. Nor have I taken the time to learn. When I told a colleague this last week, he told me, politely, that he thinks I'm nuts.

"I'm amazed when I see all the different types of influential people who other people in my circle know," he said. "You can add information about your newsletter to your profile and it could really increase the number of readers."

I Googled Linkedin and found a great review of Linkedin.com by PCmag.com at http://www.pcmag.com/article2/0,4149,1418686,00.asp

So I went back to all the invitations I've gotten over the months and simply agreed to join everyone's Linkedin circle. But the Publicity Hound, of course, is after all the publicity she and her Hounds can get.

Is it possible to use this online network to generate publicity, I wondered. Are journalists ever listed on Linkedin lists? If so, have Hounds ever used Linkedin to contact them and pitch them?

Have you ever used Linkedin any other way in your PR or publicity campaign?

What about MySpace.com? I always thought that site was best known as a place for Internet predators to troll, hoping to prey upon the teen-age girls whose sleazy photos appear with their profiles. Recently, however, I've seen well-respected business people grab their own space at http://wwww.myspace.com/ During a teleseminar I hosted a few weeks ago with Bob Baker, a musician and former music magazine editor, Bob mentioned that many bands have discovered that posting a profile on MySpace.com has led to bigger audiences at their gigs.

As for Craigslist, I'm hooked on the wildly popular global bulletin board at http://www.craigslist.org/ and I post my events regularly.

I want to write a special report about how Publicity Hounds use these three websites, and any other networking sites, in their PR campaigns. If you respond, and I use your comments or ideas in the report, I'll send you a complimentary copy. Send your remarks to mailto:JStewart@PublicityHound.com?subject=Linkedin

In the meantime, don't miss all the excitement at Craigslist, where you can target more than 100 specific cities and more than 40 countries with your message, whether you're promoting a church bake sale, hiring employees, introducing a new product or expanding your line of services. Read more about what you'll learn from the CD or electronic transcript "How to Use Craigslist as a Global Publicity Tool" at http://tinyurl.com/geog2


==================================
3. Attract PR Clients
==================================

When I started my business, I hit the rubber-chicken circuit, speaking to every Rotary, Kiwanis and chamber of commerce group that would listen to me.

I'd drive 90 miles to Green Bay in a snowstorm to talk to six people, because those were six potential consulting clients.

The first five years of my business, I relied on speaking engagements, even those in which I didn't receive a fee, to strut my stuff and impress my audiences. At the end of almost every presentation, somebody would walk up to me and ask, "Say, do you by any chance do consulting?"

These days, when people in my mentoring program complain that business is down and they need more clients, I tell them all the same thing: speak and write.

Speak before every audience that includes people who are in a position to hire you. Write articles for every article directory, website, ezine, print newsletter, newspaper and magazine read by people who need somebody to do their PR. It's the best way to position yourself as an expert.

If you do only those two things, you'll start picking up more clients than you can handle. And soon, you'll be referring business, particularly the piddling little projects, to other colleagues who are scrounging for work.

The people in The Publicity Hound Mentor Program also learn the 22 other ways to attract business like a magnet. If you're a PR person who needs to rise to the next level, check out "24 Ways to Attract Clients to Your PR Practice," a CD or electronic transcript I created along with PR pro Marcia Yudkin. We discussed the very best marketing ideas that have worked for us. And if you don't come away with at least 6 ideas you can start using today, you're in the wrong business.

Read more about what you'll learn at http://tinyurl.com/8txj8

Or learn more about whether you're a good candidate for the Mentor Program at http://www.publicityhound.com/mentorprogram/intro.html


***Note: The "College Speaking Success" complimentary teleseminar with James Malinchak has been rescheduled from tomorrow, April 19, to 1 PM Eastern Time on Wednesday, April 26. If you can't attend, sign up anyway at http://tinyurl.com/hk5xo and we'll send you the audio recording.


===============================
4. Paying for News Stories
===============================

When I watch "The Sopranos," my eyes are riveted on their refrigerator and kitchen cupboards, hoping to catch a peek at what America's most dysfunctional mob family is eating these days.

Son AJ chows down on Kellogg's Corn Pops, and papa bear Tony guzzles Tropicana orange juice right out of the carton. Those product manufacturers paid dearly for the product placements, no doubt.

Now, cash-strapped TV and radio stations and even newspapers are using the product placement idea that was once reserved only for TV shows and movies to lure advertisers into, hang onto your seat, the news. Yes, the news. As in, buy an ad, get a story.

KRON-TV Channel 4 in San Francisco, for example, once a well-respected news operation, now offers "product integration fees" to people who want to be included in news stories. In February, the station broadcast an 11-part "Spa Spectacular," in which each featured spa paid a fee and bought advertising. Anchors offered viewers a chance to buy half-price spa certificates at the end of each segment.

At Univision's KMEX in Los Angeles, the station interviewed Kaiser Permanente doctors and patients for health stories. In return, they shot "new" footage at Kaiser facilities.

I'm writing an article for PR Tactics, the newspaper published by PRSA, and I'm looking for PR pros or anyone who has run up against this policy when pitching. Did your company agree to pay the fees to get a story in return? If so, was the result worth it?

Or does your company have a strict policy of not caving into these kinds of arrangements? I'm particularly interested in hearing about your experiences with TV and radio stations.

Email me at mailto:jstewart@PublicityHound.com?subject=PlacementFees and I might call you for an interview. Please respond by Friday, April 28.

At radio stations in the biggest markets, you'll never have to pay for placement if you're an enticing guest who can really pull in listeners on a radio talk show. Alex Carroll, a veteran guest on more than 1,264 talk shows, explains the step-by-step formula he uses to call the correct person at the big stations, deliver an enticing pitch, be a great guest and get invited back. The CD called "How to Get Booked on Big Radio Shows in the Top 20 Markets" explains why low-wattage stations are better than high-wattage stations and why the press release he sends looks nothing like the standard press release you're writing.

Read more about what you'll learn at http://tinyurl.com/asgyx


==================================
5. How to Promote Coaching for Doctors
==================================

This week, seven Publicity Hounds have tips for Christie Scott of Chicago, Illinois, who wants to know how to market her coaching business for physicians. She teaches them everything from how to relieve stress to how to reduce medical malpractice risk.


From Dr. Robert Kotler:

"To be invited to meetings (each specialty has a local society), you will have to gain some credibility by having consulted for several doctors. How to get your foot in the door? Buy a mailing list of Chicago-area MDs from the Chicago Medical Society. Then send some letters offering a complimentary one-hour consultation and include in your letter "The 5 Most Common Communication Errors Doctors Make." Phone follow-up five days after the letter hits."


From Paulette Ensign:

"Your situation screams out for creating a tips booklet. It’s a way to give meeting planners and your soon-to-be-physician-new-clients-of-yours a sampling of your knowledge base, promoting yourself every step of the way. What’s better is when an association you want to speak to buys a quantity of your booklet(s) to distribute to attendees, who are prospective consulting clients. Whether the association hires you to speak yet or not, you get promoted to their attendees. It really doesn’t get a whole lot better than being paid for your marketing materials."


From Tony Skerriff:

"Your business is going to be based on word of mouth initially...Get the doctors to put their wins and gains into words that you can then use, with their permission. This builds instant credibility."


From The Publicity Hound:

"Christie, you need a good website, or a blog that looks like a website. I Googled you and all I could find was your sales letter at http://www.extremesuccesscoaching.com/

"Include free articles, a section for your speaking services, an online media room, etc. Also, start blogging about your topic to pull in online traffic from doctors. Gather email addresses at the blog and at your website from doctors who want to receive an email tip of the week.
Don Crowther wrote an excellent ebook called "Blogging for Business" that will save you hours of time figuring out how to make money from a blog. You can find it at http://tinyurl.com/7fjrk "

Read all the responses at http://publicityhound.net/?p=563


===================================
6. Help This Hound
===================================

Linda Culbreath of Houston, Texas writes:

"We have developed an educational package containing an 'Eagles Camp DVD: How to Learn 10 Science Words/Concepts in 10 Minutes or Less,' a non-dated, table top Science Calendar, and a printable resource CD.

"This is a memory association method geared for elementary-aged children that will work with most any subject and language, although we demonstrate science. You can download a free 8-minute demo from our website at http://www.eaglesport.biz/

"We need to know how to drive parents and educators of private and public school children and home school parents to our website and to purchase, and we are looking for ways to recruit people to market for us as a home-based business. Budget is super tight. Any suggestions would be appreciated."

The Publicity Hound says: I have a great idea that, if you do it right, can return $2 for every dollar you spend on marketing. I'll share it next week. In the meantime, let's hear what the other Hounds have to say. Post them to my blog at http://publicityhound.net/?p=571


================================
7. Hound Joke of the Week
================================

Thanks to Publicity Hound Tyler Wright of Coquitlam, British Columbia for this video of "Two Dogs, One Windshield Wiper" at DogsBarkinginCars.com. If you're at work, turn down your speakers.

http://www.dogsbarkingincars.com/category/windshield-wiper/


DOG JOKES & QUOTES EBOOK: 170+ G-rated dog jokes and quotes, perfect for a dog-lover, your favorite vet, or just for a few good laughs.

BONUS: Buy the ebook and you also get a compilation of the 50 best websites for dog humor.
http://www.publicityhound.com/dogjokebook/


================================
8. And at My Blog...
================================

Bulldog Reporter teleseminar on pitching
will show you how to hit ‘em out of the park
http://publicityhound.net/?p=569

PR must focus on relationships: Follow these 7 steps
http://publicityhound.net/?p=570

Fear of public speaking topic scores
a media hit, and why Power Point stinks
http://publicityhound.net/?p=572

---------------------------------------------------------------

Where to Meet or Hear The Publicity Hound®:

May 16: Washington, D.C.

I'll be hosting a half-day public seminar called "Savvy Media Relations: How to Use Your Expertise to Get Thousands of Dollars in F~ree Publicity." Read all about it at http://www.Publicityhound.com/washingtondc.htm


May 17: Washington, D.C.

PMA University, Washington D.C. Convention Center. Robin Bartlett and I will present "Advanced Website Tricks to Pull More Traffic and Sell, Sell, Sell," 8:30-10:00 a.m. Sponsored by Publishers Marketing Association. Register at http://www.pma-online.org/pmau2005/1.cfm


May 18: Washington, D.C.

PMA University, Washington, D.C. Convention Center. Penny Sansevieri and I will present "How to Turn Your Ezine into a Cash Machine." Sponsored by Publishers Marketing Association. 8:30-10:15 a.m. Register at http://www.pma-online.org/pmau2005/1.cfm


July 7: Milwaukee, Wisconsin

"How to Use the Media to Promote Your Expertise and Get Thousands of Dollars in Free Publicity," Network SOHO, Radisson Hotel, 2303 N. Mayfair Road. Registration at 7:15, breakfast at 7:30, program from 8 to 9. $20. To register, mailto:nicole@corebusinessstaffing.com


***If you're in the National Speakers Association or the Public Relations Society of America--or another business, marketing or PR group--and you want details on how to bring in The Publicity Hound to do a fund-raiser for your chapter, or you want me to host a teleseminar customized just for your group, contact me at mailto:JStewart@PublicityHound.com?subject=speaker_inquiry or call 262-284-7451.

***Attention Meeting Planners: If you're booking speakers for winter, spring or summer conferences or events, keep me in mind--even if you have a last-minute cancellation. I deliver high-content, interactive programs that are lots of fun. Call 262-284-7451 or mailto:JStewart@PublicityHound.com?subject=speaker_inquiry for details.

PERMISSION TO REPRINT: You may reprint any items from "The Publicity Hound's Tips of the Week" in your own print or electronic newsletter. But please include the following paragraph:

Reprinted from "The Publicity Hound's Tips of the Week," a free ezine featuring tips, tricks and tools for generating free publicity. Subscribe at http://www.publicityhound.com/ and receive free by email the handy list "89 Reasons to Send a News Release."

If you like these tips, please pass them on to your friends, clients and colleagues.
You are receiving this because you signed up for it at The Publicity Hound® website at http://www.publicityhound.com/ or you told me you want to subscribe.

PRIVACY STATEMENT: The Publicity Hound® will never distribute your address to anyone. Period. Promise.

=======================================================
Joan Stewart
a.k.a. The Publicity Hound®
3434 County KK
Port Washington, WI 53074
U.S.A.

Phone: 262-284-7451 (Central)
Fax: 262-284-1737