This is Better Than Pitching

Issue #739 Aug. 6, 2013
Publisher: Joan Stewart

“Tips, Tricks and Tools for Free Publicity”

In This Issue

This is Better Than Pitching
Make Slick Video Easy Peasy
The Washington Post Sale
Hound Video of the Week

This Week in the Hound House:

I feel like I’m missing summer! I’ve made more than 60 containers of pesto and canned dill pickles, strawberry jam, beets and peaches. I’m taking a break and going to the Green Bay Packers’ first pre-season game Friday night. I bought a cheesy little necklace to accessorize my Cheesehead Hat and shared it on Facebook.

1. This is Better Than Pitching

You probably already know how to use Google Alerts to discover stories that have been written about you or your topic.

But do you know how to take the next important step that will practically force journalists to pay attention to you?

It’s fairly easy. And Mark Amtower does it regularly.

He goes and creates a Google Alert in his area of expertise, which is how small business owners can sell more to the government.

Google Alerts sends related articles into his Inbox almost daily. When Mark reads a story he likes, he sends the reporter who wrote it a short email saying he enjoyed the article.

Trust me. When journalists see emails like that, they pay attention! I sure did when I worked as a reporter because most of the people who contacted me wanted something.

Within the email, Mark mentions his website, GovernmentMarketingBestPractices.com, to reinforce his expertise and credibility.

If the journalist replies and thanks him for his comments, Mark offers to send a free copy of his book and….here’s the important part…offers to be a resource for other stories on the same topic.

That simple technique has helped Mark get a ton of publicity in his niche, because he systematically creates relationships with many reporters who now view him as helpful and reliable.

My friend, Steve Harrison, who has coached Mark and thousands of other authors, speakers and experts, passes along this tip.

I think it’s great one. And that’s why you should join Steve tomorrow for a teleseminar on “How To Get A Whole Lot More Media Publicity And Exposure And Make A Name For Yourself As An Expert In Your Field” at either 2 or 7 p.m.

This is not my program. It is Steve’s. He rarely offers the chance to listen afterward if you miss it, so make an effort to attend this one live because when it’s gone, it’s gone.

2. Making Slick Video Easy Peasy

Publicity Hounds are sending me links to videos they’ve shot, edited and produced with an iPad and a $5 app, thanks to Mike Stewart’s fabulous free training session last month.

Publicity Hound Gary Greenfield–an author, speaker and consultant–created his as a “Welcome to My Website” video, similar to the one I’m creating.

I love the music, the slick intro and outro, and the text overlay. Take a look.

If you missed Mike’s training, we’ve decided to offer the replay several more times, for free. But you’ll have to sign up for your favorite time and date. We’ve given you six choices that include weekdays and weekends, mornings or evenings, during the next week.

Reserve your seat right now.

As soon as you register, we’ll send you periodic reminders so you don’t miss it.

When you create your video, send me the link and I might share it here, or at my blog.

3. The Washington Post Sale

Here’s what the sale of The Washington Post from the Graham family to Amazon CEO Jeff Bezos means to Publicity Hounds:

–Validation that the newspaper industry is dying a faster death than many had predicted.

–The low price means the owners are starting something in terms of devaluing newspapers, says consultant Ava Save.

–Should you stop pitching newspapers? Of course not. But widen your targets. Make sure a significant amount of your effort is spent reaching online media like bloggers, podcasters and ezine editors. And if you aren’t connecting with journalists and your audience on social media, get off your butt and start. Now.

–If you’re pitching the Post, expect grouchier, more paranoid reporters who are waiting for the axe to drop, like it usually does when a newspaper is sold. Never mind that Bezos, an innovator and tech wizard, is nothing like old-school newspaper owners. No one has yet figured out a way to save newspapers. I doubt that much money is riding on Bezos saving the day.

4. Hound Video of the Week

Here’s a fast-paced potpourri of clips showing dogs being rambunctious, goofy or confused.