The Publicity Hound’s
Tips of the Week
Issue #504 May 11, 2010
Publisher: Joan Stewart
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“Tips, Tricks and Tools for Free Publicity”
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In This Issue
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1. No More ‘Spray and Pray’
2. Why You Need a .info Website
3. 100 Retweet Targets
4. Associated Press Stylebook
5. Promoting an Ebook
6. Hound Joke of the Week
7. And at My Blogs & Mobile Site…
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1. No More ‘Spray and Pray’
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When you have something to promote, do you spray the landscape
with press releases and then, pray that someone pays attention?
That’s what most people do because it’s easy.
But the “spray and pray” technique seldom works. When you send a
press release or pitch to a journalist or blogger, your goal
should be to make the recipient read it and say, “this is PERFECT
for my audience.”
That might mean writing different versions of the same press
release. It definitely means crafting customized pitches for all
your targeted media. And really smart Publicity Hounds take the
extra step of researching journalists and bloggers BEFORE they
pitch.
Time consuming? Yes.
Effective? Very.
I’ll share lots of smart strategies for researching journalists
and supercharging your online PR efforts when I present the 90-
minute webinar, “How to REALLY Use Publicity as an Online
Marketing Channel and ZIG When Everyone Else is ZAGGING,” from
1:30 to 3 p.m. Eastern on Wednesday, May 19. This session is
perfect for beginner and intermediate self-promoters. I presented
it a few weeks ago to Stompernet, the association of Internet
marketers, to rave reviews. Come with your questions and I’ll
answer them all, either during or after the call.
I’ll also explain the missing link–how to create relationships
with journalists and bloggers–and share my favorite free tools
that help you save time. The session will be recorded, and you
can watch the video replay after the call.
Register at http://snipurl.com/onlinepublicitytips
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2. Why You Need a .info Website
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If you’re creating a mobile website with a .mobi extension, like
PublicityHound.mobi, don’t forget to create your .info site.
It’s impossible to know where people are when they’re looking for
your website. Are they in front of their computers or on their
mobile phones? If it’s the latter, you don’t want to force them
to navigate your clunky PC site on a teeny-tiny screen.
I send them to http://www.PublicityHound.info When visitors
arrive, they can click on “My PC Site” at
http://publicityhound.com or “My Mobile Site” at
http://www.PublicityHound.mobi
Use your .info URL at social media sites, where 60 percent of all
activities are conducted on mobile phones. Also print it on
signs, receipts, packaging, advertising, stationery and your
business cards.
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3. 100 Retweet Targets
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If you’re looking for great content to retweet, and you want
others to retweet your own content, check out this list of “100
Retweet Targets for Web Professionals,” courtesy of Website
Magazine: http://snipurl.com/100retweettargets
They did a little research and chose the top 10 Twitterers in 10
web-related categories, including PR (I’m on the list).
“This list is in no way scientific and it is not all based on the
account’s number of Twitter followers,” the magazine says. “In
some cases, the account’s willingness to retweet has been weighed
along with total followers. We cannot guarantee that each account
is an expert in the industry, or that they will follow you back–
some will, but some will not. However, even if they don’t follow
you, consider an occasional “@” tweet to get their attention.
Just make sure it’s a quality update that is relevant to their
interests.”
Follow me on twitter at @PublicityHound.
If you’re twittering and not seeing a return on your investment
of time, check out “How to Use Twitter to Amass an Army of
Followers, Customers & Valuable Contacts–-and Promote,” a two-
part teleseminar series I hosted with Twitter expert Warren
Whitlock, at
http://publicityhound.com/publicity-products/marketing-
tapes/twitter.htm
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4. Associated Press Stylebook
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When you’re writing an article, press release, material for your
online media room, your bio, or even a blog post, be sure to have
the Associated Press Stylebook close at hand.
The AP Stylebook and Briefing on Media Law, a spiral-bound style
manual produced by the world’s leading news agency, is an
essential handbook for all writers, editors, students and public
relations specialists. It provides fundamental guidelines on
spelling, grammar, punctuation and usage, with special sections
on reporting, business and sports. The 2010 edition is expected
to be available in the next few weeks. Go to
http://www.apstylebook.com
Major style change: The new edition now says the correct style is
website, not Web site.
Let me critique all your articles, press releases, blog posts,
bios and materials in your online pressroom. When you join my
mentor program, I serve as your personal writing coach. See if
you’re a good candidate, and read what others have to say about
the program at
http://publicityhound.com/mentorprogram/intro.html
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5. Promoting an Ebook
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This week, three Publicity Hounds have tips for Katie Schwartz of
Chattanooga, TN. She wants to know how to promote an ebook for
parents of students about to enter college. It’s called the
Portable Parent and includes advice the students need on life
skills such as time and money management.
From Doug Smith:
“The American School Counselor Association has about 20,000
members. You might promote your ebook through their bookstore or
contact some of their members to review it so that you can use
the comments as a testimonial.”
From Sue Rogers:
“Start with K-12 counselors and parents and get the students
prepared beforehand. Once they start college, there’s too much
other information they’re trying to retain, and trying to get
adjusted to the new surroundings is overwhelming.”
From The Publicity Hound:
I blogged about “26 ways to promote an ebook” at
http://publicityhound.net/promote-an-ebook-26-ways/
Read all the responses to this week’s “Help This Hound” question
at
http://publicityhound.net/wanted-tips-to-publicize-ebook-for-
college-students/
Send your own question to:
mailto:JStewart@PublicityHound.com?subject=HelpThisHound
and include your city and state.
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6. Hound Joke of the Week
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An airline customer service agent got a call from a woman who
wanted to know if she could take her dog on board.
He told her the dog would be welcome, as long as she paid a $50
charge and provided her own kennel. He also explained that the
kennel needed to be large enough for the dog to stand up, sit
down, turn around and roll over.
“I’ll never be able to teach him all that by tomorrow,” she said,
and hung up.
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://publicityhound.com/dogjokebook/
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7. And at My Blogs & Mobile Site…
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Consider retweeting:
Syndicated columnists need sources; you can be one
http://publicityhound.net/syndicated-columnists-need-sources-you-
can-be-one/
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Follow me on Twitter:
http://www.twitter.com/PublicityHound
Join my Facebook Fan Page:
http://www.facebook.com/publicitytips
Connect with me on LinkedIn (and tell me how we know each other):
http://www.linkedin.com/in/publicityhound
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Joan Stewart
a.k.a. The Publicity Hound
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