The Publicity Hound’s
Tips of the Week
Issue #657 Oct. 20, 2012
Publisher: Joan Stewart
==========================================
“Tips, Tricks and Tools for Free Publicity”
===================================
In This Issue
===================================
1. Steal Somebody Else’s Idea
2. Go After a Media Sponsor
3. New Posts at My Blog
4. Hound Video of the Week
This Week in the Hound House:
Just finished reading “Feel the Fear and Do It Anyway” by Susan
Jeffers. If you’re afraid of anything–your job, a relationship,
money, old age, doing a media interview for the first time, buy
this book. I loved the secret for making “no lose” decisions.
======================================
1. Steal Somebody Else’s Idea
======================================
When you see a clever trick somebody has used to get publicity,
steal it.
That’s what jewelry store owner Harold van Beek of North Liberty,
Iowa, did when he heard that a jeweler in Georgia had gotten
publicity for offering a hunting rifle to every customer who
bought diamond jewelry.
He copied the idea and, sure enough, found himself on the local
TV news. Starting on Thursday of this week, every customer who
buys an engagement ring from his store, Jewelry by Harold, gets a
voucher to buy a Remington 870 hunting rifle at Fin and Feather
in Iowa City.
There’s nothing wrong with being a copycat, as long as you’re
both in different media markets. In fact, why not call the other
guy and ask him how he pitched the story? Or ask him what he
thought of the TV segment or newspaper article. What would he
have done anything differently during the interview? Did he do
anything else to follow up on the publicity?
Some people would love to share their experiences with you.
In my live workshops, I encourage audience members to pick up the
phone and call people who they see on the front page of their
local paper and ask, “What did you to get there?”
You can read the rest of the buy-a-diamond, get-a-gun story at my
blog.
=====================================
2. Go After a Media Sponsor
=====================================
One big advantage of nailing down one or more media sponsors for
your fund-raiser or special event is that you’ll probably receive
thousands of dollars in free advertising.
Here’s the biggest secret to convincing a media outlet to be a
sponsor: Explain what’s in it for THEM.
Sure, your local TV station or newspaper might love to help the
community because it puts them in a good light. But if you can
offer several more compelling reasons, it will move them closer
to saying “yes.”
For example, tell them they don’t need to do any work beyond
promoting your event however they wish. Also let them know you
understand that there’s no guarantee their news staff will cover
your event (although they probably will). And tell them you’ll
give them lots of opportunities to post signs at your events or
give away newspapers.
If media sponsorships sound enticing for your group, make sure
you’re fully prepared before approaching them. See “Special
Report #36: How to Clinch a Media Sponsorship for Your Fund-
Raiser or Special Event.” It’s one of my 52 special
reports, all updated this year.
====================================
3. New Posts at My Blog
====================================
Let Mari Smith help you get your business on track for 2013
(Free webinar Tuesday)
Copycat TV news story: Buy a diamond, get a gun
Dog Tweets: 6 times you should call a press conference
====================================
4. Hound Video of the Week
====================================
Looking for a Halloween costume idea for your dog? Some ideas here
Share Your Two Cents