Publicity tips/Write a White Paper May 2, 2006

The Publicity Hound's
Tips of the Week
Issue #292 - May 2, 2006
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.PublicityHound.com
http://www.PublicityHound.net (Blog)
The Publicity Hound®

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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://tinyurl.com/h9p9m or call 262-284-7451. So far, this is the only week when I'm speaking in Washington, D.C. this year. If you want a poster for this workshop to hang in your company, chamber offices, etc., email me at mailto:jstewart@PublicityHound.com?subject=Poster

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In This Issue
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1. Write a White Paper

2. Another Ground-breaking Photo

3. How to Become an Expert

4. Compelling Blog Comments

5. Promote a Restaurant Event

6. Help This Hound

7. Hound Joke of the Week

8. And at My Blog...

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1. Write a White Paper
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What? Write a White Paper?

A long, boring treatise that lands like a thud when you plop it on your desk? A thick report stuffed with pie charts, bar charts, graphs and industry lingo?

Just the sound of it can trigger nightmares about your days writing high school term papers.
Why would you want to write one of THOSE?

You wouldn't. But here are three reasons why you'd want spend a day or two cranking out a short, well-written White Paper that the media will gobble up:

--They're a powerful way to generate publicity, particularly for a new product.

--You can offer a White Paper as a free download. This is a sneaky tactic if you're appearing on a TV talk show and you want to use the appearance to pull viewers to your website. You can't just say "go to my website." But you can tell them to go to your website and download a free White Paper on a topic they're passionate about.

--Hounds who are job-hunting can use a White Paper to get through the door at companies where they're dying to work.

A White Paper is your company’s statement about how a problem should be solved. So if you sell any kind of complex or technical product or service, or if you have an elegant solution to a challenging problem, a well-written, well-publicized White Paper can be a key link in your sales, marketing and public relations strategy.

But it shouldn't be long, boring, complicated or packed with industry jargon. You don't have to spend months or even weeks writing it.

Here's how it works. You pick a topic, preferably a problem that people in your target audience are experiencing, then you offer information on how to solve the problem.

Perry Marshall, a former engineer who has written dozens of short White Papers, says there's a good reason to offer problem-solving information instead of a straight sales pitch.

"Because nobody who bought a drill ever wanted a drill," he said. "They wanted a hole. Therefore, if you sell drills, you should advertise information about making holes, not about drills."

If you want to, you can interview industry executives about your topic and quote them in the White Paper, then return to their companies again to hand-deliver the paper in which they are quoted. Who knows? A few months later, you might be returning for a job interview. Perry, one of my coaches, has an excellent 5-day email course on how to publish and publicize White Papers. It's f*ree, and you can sign up for it at http://tinyurl.com/hvgoz


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2. Another Ground-breaking Photo
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Thanks to Publicity Hound Shelly Cohen of Seattle, Washington for sending this link about the groundbreaking at the Freedom Tower at ground zero in New York City.

Click on the link below, then click on the photo that's on the left side of the page to see the photo close-up:

http://tinyurl.com/p3383

"This might make it clear to folks what it takes to make a groundbreaking truly newsworthy," Shelly writes, tongue-in-cheek. "At least I don't see any photos of Mayor Bloomberg with a shovel in hand."

Indeed, you don't. But a photo of a bunch of stuffed suits standing near a podium is still boring. I don't care where it was taken.

The next time your company breaks ground for something, don't think you can get away with this kind of photo just because it was in the New York Times.

Your ground-breaking isn't as newsworthy as this one. But it's still, unfortunately, boring.

I'm on a campaign to banish photos like these forever. "Fun Alternatives to Boring Ground-breakings, Ribbon-cuttings and Check-passings" presents a compelling argument on why you're tarnishing your reputation by asking the media to cover these cliche events. PR pro Dan Collins and I present dozens of great ideas on things you can do to catch the media's attention without resorting to these schlocky photos. It's available as a CD or an electronic transcript that you can download and be reading as soon as your order is approved. Read more about what you'll learn at http://tinyurl.com/hjhqr

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3. How to Become an Expert
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When I present my publicity workshops all over the U.S. and Canada and start to talk about the topic of expertise, I usually see a look of horror on the faces of a few Publicity Hounds in the audience. Then a hand goes up.

"I'd never dream of calling myself an expert," somebody laments.

That's because most people don't understand that expertise doesn't have only one definition. It has several. And expertise isn't only about what you know. It's also about what you do. Experts teach classes, write books and White Papers, obtain certification in their industry, have mentor programs and serve as expert witnesses, among other things.

If you want publicity, you'll generate a lot more if you become an expert in any topic, then offer your expertise to the media. I'll explain exactly how to do that during a 90-minute teleseminar at 8:30 PM Eastern Time on Wednesday, May 3. Denise Wakeman and Patsi Krakoff, a.k.a. The Blog Squad, will pick my brain about the topic of expertise and publicity. Not surprisingly, this is part of their "Conversation with Experts" series, and there's no charge to participate.

Sign up at http://www.conversationswithexperts.com/

***Note to experts: If you missed last week's teleseminar with James Malinchak on how to get onto the college speaking circuit, don't worry. We recorded it. You can sign up to access the replay line http://tinyurl.com/fs56k (If you signed up within the last 3 weeks, you don't have to do so again.)

I was amazed when James ticked off the 21 topics that are most in demand by college faculty and staff members who hire speakers. I'll bet many of you Hounds have topics that would be a perfect fit speaking on college campuses.

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4. Compelling Blog Comments
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One of the best ways to position yourself as an expert, draw traffic to your website, and maybe even make it easy for journalists to find you, is to post comments at other people's blogs, particuly blogs that have a high page ranking.

You can rant. You can disagree with the blogger. But you can't make your comments sound like a free commercial.

BL Ochman, one of my favorite bloggers who writes about online PR, came up with her own checklist of things that Publicity Hounds must know if they're posting comments to other people's websites.

"Since blogs are archived online, anything you write in a comment will be there until forever," she says. "So think before you write and edit, edit, edit before you hit 'submit.'"

She says, for instance, that in order for you to get the benefit of posting comments, you should link back to your own website. And since you're doing that, it would be silly to try to post a comment anonymously.

The rest of her tips are in an article she wrote for the May/June issue of The Publicity Hound newsletter. It also includes articles on a five-step process for optimizing your press releases so they're found by consumers as well as journalists, how a Bulldog Kissing Booth got fabulous publicity for a dog show; what you need besides expertise to be a credible source on TV; a new women's magazine, where to find email addresses of Wall Street Journal reporters; a website that wants articles on parenting, families and relationships; 6 tips for working with freelance writers; where to post a writing, editing or research project for freelancers; how to know how many other websites link to yours; how to pitch "Dateline;" and seasonal story ideas for May and June. All for $10.

Order at http://tinyurl.com/eresv


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5. Promoting a Restaurant Event
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This week, four Publicity Hounds have tips for Tamara Remedios of Matawan, New Jersey. She wants advice on how to promote Hudson Restaurant Week in northern New Jersey and exactly how to invite the media. It's a 10-day dining promotion with meals at fine restaurants for a reduced price.

From Shel Horowitz:

"Write up a very strong press release that *the food bank* will send out for you (ask them first, of course). This would focus on your commitment to their humanitarian mission, etc. etc., and how delighted they are to have you as a sponsor. The release should also mention all the participating dignitaries and their role."

From Miriam Silverberg:

"I would call first. I’m always afraid if I just send something blindly it will get lost or wind up in the circular file. You don’t have to send a handwritten note, a press release or email would do fine. If you want more publicity, why not take advantage of the nice weather and have chefs with their white hats handing out free tastes?"

From Garth Gibson:

"Maybe to juice it up even more, invite some famous native sons and daughters from northern Jersey to attend the event. Sign autographs for a donation. How about inviting the families of soldiers in Iraq that live in the northern Jersey area."

Read all the responses at http://publicityhound.net/?p=581

The Publicity Hound says: I'm a former food columnist and I have lot of ideas on how to promote events like these. They're all explained on the CD "Publicity Tips for Restaurants, Chefs & Foodies." It comes with the entire list of 51 story ideas you can download, read and be devouring as soon as your order is approved. Read more about what you'll learn at http://tinyurl.com/clr26


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6. Help This Hound
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Heidi Kindberg Goss of Los Angeles, California writes:

"'Yoga Ma Baby Ga' is a unique DVD. Our original picture-in-picture format provides a complete 55-minute yoga routine in the lower corner of the screen at the same time that engaging images for a baby fill the rest of the screen. How can I get this across in writing?

"Everyone who sees it at http://www.downdogproductions.com/DVDcover.html 'gets it' and loves it, but it's hard to grab the attention of those that just hear 'another yoga DVD' and tune out. I think this format will revolutionize the way moms can get back into shape at home, with their babies by their sides. But in order to do that, we need to be out there! I've sent press releases, done a local news guest segment, gotten reviews, created an interactive website, have product placed in a few specialty stores, done expos, etc. But I need that Big Thing. What am I missing? What's one huge thing that might put us on the map? Please help, Hounds."

The Publicity Hound says:

And help they will. Post your ideas large and small to my blog at http://publicityhound.net/?p=592


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7. Hound Joke of the Week
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Thanks to Elaine Grassbaugh of Columbus, Ohio for forwarding the Dog Dictionary. I'll be excerpting various definitions from the dictionary here from time to time. Here's the first one:

Leash: A strap that attaches to your collar, enabling you to lead your owner where you want him or her to go. Make sure that you are waiting patiently with leash in mouth when your owner comes home from work. This immediately makes your owner feel guilty and the walk is lengthened by a good 10 minutes.

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/

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8. And at My Blog...
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Dole wilts by not responding
to 'Dateline' story on bagged lettuce
http://publicityhound.net/?p=589

Media lead from real estate columnist
http://publicityhound.net/?p=591

Gossip columnists tell what happens
when celebrity publicist say 'no comment'
http://publicityhound.net/?p=550

Unmetered bandwith among
new AudioAcrobat features
http://publicityhound.net/?p=590

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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 Get FREE Print, Broadcast & Online 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


June 24: Naples, Florida

Public Relations Society of America, Sunshine Chapter District Conference, "Savvy Media Relations: How to Get FREE Print, Broadcast and Online Publicity," from 9-11:30 a.m., Ritz-Carlton. Registration details pending.


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.

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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."

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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