The Publicity Hound’s
Tips of the Week
Issue #700 March 19, 2013
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. Grim News for Traditional Media
2. Dominate YouTube in Your Niche
3. Print vs. Broadcast Interviews
4. Hound Videos of the Week
This Week in the Hound House:
I’m making travel arrangements for trips to New Orleans in
mid-April, Chicago in late April, Denver in early May, Columbus
(Ohio) in early June and Norfolk in mid-August. If you’d like me to
speak to your group, contact me NOW at jstewart@publicityhound.com
before I lock in my plans.
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1. Grim News for Traditional Media
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The amount of TV news is shrinking, with 4 out of every 10 minutes
of “news” devoted to weather, sports and traffic.
Newsroom employment at newspapers is down by one-third since its
peak in 2000.
Newsweek has killed its print edition. Time magazine is cutting
staff.
And much of the hard-core journalism we used to know has turned
squishy. Reporters during the last presidential campaign acted
more like megaphones instead of investigators.
So says The Pew Research Center’s recent “State of the News Media
2013” study, released yesterday. It concludes that the continued
erosion of news reporting resources has brought opportunities
galore for politicians, government agencies, businesses, nonprofits
and others to take their messages directly to the public.
You can read the entire overview at
http://stateofthemedia.org/2013/overview-5/
What does this mean for Publicity Hounds?
Plenty:
–Traditional media, once the Holy Grail of publicity, has become
far less relevant.
–Today’s self-promoters no longer have to beg and grovel for
coverage from newspapers, magazines, TV and radio.
–They can and should use a variety of platforms like blogs,
podcasts, RSS feeds, ezines, videos and more to become their own
media outlets and reach their target markets with amazing accuracy.
–Anyone can create their own TV channel on YouTube, for example.
They can share content-rich information, pull traffic to their
websites, collect leads, nurture prospects, convert them to sales,
upsell those customers and get referrals–all without help from
traditional media.
–Social media sites like Facebook, Twitter and LinkedIn let you be
your own publisher of information in a variety of formats.
Here’s my advice. Don’t abandon traditional media if your target
audience relies on it. But use the many free social media platforms
and online tools to spread the word to whom who want, when you
want, and the way you want.
How are you altering your publicity campaigns as a result of the
decreasing relevance of traditional media? Weigh in on my Facebook
page at
http://www.facebook.com/publicityhound/posts/631919470168578
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2. Dominate YouTube in Your Niche
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Yesterday, just minutes before I heard about the Pew Research Study
mentioned above, I completed Jeff Johnson’s intensive “TubeTraffic
Secrets” course that taught me how to dominate my niche on YouTube.
If you want to dominate yours, but you don’t like hard work, skip
to Item #3 below. If you’re willing to spend a lot of time and
follow through like I’m doing, you can make a killing on YouTube.
So keep reading.
For about five weeks, I spent two hours each morning, Monday
through Friday, with the phone and email turned off. I watched
Jeff’s very long series of how-to videos. I downloaded his cheat
sheets and studied his checklists.
I used his drop-dead simple “X-ray Factor” and my calculator to,
within about 20 seconds, learn how much competition I have on
YouTube for videos tied to specific topics and determine whether
the opportunity for lots more traffic is poor, mediocre or
fabulous. I was astonished to learn that I can make a killing on
YouTube for many of my topics. That’s because most of the videos
produced by my competitors are ghastly.
Some of mine aren’t much better.
I’ve been blowing opportunities galore to pull traffic for a long
list of keywords for EACH video on my channel. That’s because
YouTube gives you 5,000 characters to write your video description,
with LOTS of room for keywords.
Jeff insists you use all 5,000. I wrote no more than a sentence or
two for most of my videos because I didn’t know any better.
In most cases, I haven’t used YouTube’s overlays and annotations to
pull traffic to a specific page. But the good news is that Jeff’s
last video in the series explained how I can go back to YouTube
right now and re-optimize all the videos I’ve already uploaded
before I start creating new ones.
YouTube always has been a mystery to me. I sort of know how to use
it. But “sort of” is for amateurs.
Jeff is giving away a series of step-by-step cheat sheets to show
you how to pull more free traffic from YouTube. Go here now and
tell him to send you the free cheat sheets:
http://www.jeffjohnson.me/t?orid=46377&opid=11
It’s his way of introducing you to the course. If you decide this
isn’t for you, you’ve lost nothing. If you buy it, I earn a
commission as a compensated affiliate.
Stay tuned for my talking-head and screen-capture videos in the
months ahead. I’ll be sharing them here.
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3. Print vs. Broadcast Interviews
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When you launch a publicity campaign, make sure you understand the
key differences in how to respond to interview questions from
newspaper and magazines vs. radio and TV.
When doing interviews for print publications, your answers can be
more in-depth. But with TV and radio, your answers should be very
short because those media rely on super-short sound bites. A
reporter might use only 5 seconds of a 10-minute interview.
If you give a short answer and reporters or hosts need more
information, they’ll ask.
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4. Hound Videos of the Week
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Thanks to Publicity Hound Kathleen Mahan of San Juan Capistrano,
CA, for sharing this precious 13-second video that shows what a dog
does when it gets cold at
http://www.lifewithdogs.tv/2011/07/what-a-dog-does-when-its-cold/
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