Would You Embarrass the Host?

The Publicity Hound’s
Tips of the Week
Issue #456 June 23, 2009

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. Would You Embarrass the Host?

2. Gift Guides Stress Value

3. Write a Book in a Weekend

4. Brag About Publicity on Facebook

5. Promoting a Book on Marketing

6. Help This Hound

7. Hound Joke of the Week

8. And at My Blog…

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1. Would You Embarrass the Host?
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What would you do if this happened to you?

You and your business partner take turns appearing as guest
experts on a weekly TV talk show in your community. The
interviewer, one of the best in the business, has been
interviewing you and your partner for several months, so he knows
you fairly well.

During one segment, which is broadcast live, he accidentally
calls you by your partner’s first name. Would you correct him on
camera and risk embarrassing him in front of thousands of
viewers?

Be honest. Would you? Should you?

A reader called to tell me that’s exactly what happened to her
recently when she was being interviewed. She gently corrected the
host without making a big deal out of it.

After the show, he was furious–not at her, but at the producer
who put the wrong name on the teleprompter.

The woman asked me if she did the right thing, even though she
embarrassed him. I said I thought that what she did was fine.
But I wanted a second opinion and forwarded the question to
Connie Dieken, a Cleveland TV personality and media coach.

Connie said:

“Your reader was right to offer a gentle correction. Here’s why.
A guest’s primary responsibility is to the television audience,
not the host. The host is the conduit to the audience.

“I know how embarrassing it can be for a TV host to use the wrong
name. But it’s a shame that the host lashed out at the producer
for writing the wrong name on his script. Producers have a lot
on their plates–they’re under pressure writing and organizing
loads of reports as well as making sure their shows start and
stop on time.

“Bottom line, the host was livid because he was embarrassed and
had to take the blame publicly. It’s the reverse of the famous
Broadcast News movie scene where the producer (Holly Hunter)
spoon-fed the anchor (William Hurt) with intelligent remarks and
made him look good. It goes both ways.

“Your reader made the right call with a calm correction of
her name. Kudos for having the grace to do it politely.”

Connie gives more great advice on how to act–and react–when
you’re the guest on a TV talk show. When I interviewed her on
“How to be a TV Talk Show Host’s Dream Date,” she offered sage
advice to guest experts who must handle difficult questions from
TV interviewers, look cool under the hot studio lights, and give
such a sterling performance that when the interview ends, the
producer invites them back.

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2. Gift Guides Stress Value
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If you sell a consumer product or service that would make an
ideal gift, you should be trying to generate publicity in holiday
gift guides, even though the economy stinks.

Gift guides are special sections in newspapers and magazines,
and special features on TV and radio, devoted specifically to
holiday gift giving.

Between now and December, journalists and broadcasters will be
looking for press kits about products and services tied to three
angles:

–If the gift you sell costs under $50, or even under $25, you
have a golden opportunity to play up that pricing because of the
bad economy. Even if the media aren’t looking for strict price
guidelines, a pitch that highlights the value of your product
will catch their eye. Most luxury-oriented media outlets are
mentioning value for price. AARP, Real Simple, and Good
Housekeeping are just a few magazines that are looking for low
price gifts this season.

–If your brand is involved with a charitable group, say so when
you pitch. Economic downturns hit charitable organizations hard,
and the media want to know about companies that are still giving
back to society. Self, Family Circle and Seventeen magazines are
all looking for gifts that have a charitable component. Readers
feel good about supporting these products and appreciate hearing
about them.

–During a period of high unemployment, you have ample
opportunity to pitch regional publications if you keep your
manufacturing on-shore.

The trick is finding these media outlets. You can make hundreds
of phone calls and spend weeks researching on the Internet. Or
you can subscribe to The Gift List, which features contact
information, pitching tips and background on hundreds of media
outlets.

Each journalist profile is packed with details on which consumer
products they cover, what interests them the most, how they like
to hear about new products, specifications for sending photos,
whether they welcome press kits for your books, and more.

The Gift List will knock 15 percent off the subscription price if
you subscribe by June 30 using this link.

Many national magazines work six months ahead of the publication
date and they’re reviewing pitches right now. So get going, or
lose out.

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3. Write a Book in a Weekend
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If you’re thinking of writing a book to promote your expertise,
do you dread having to devote your entire vacation, and precious
time away from your family, to write the first draft?

If so, you’re one of the lucky ones. Some authors quit their
full-time jobs and take sabbaticals so they can spend years
writing and rewriting.

Ann McIndoo, the former creative assistant to motivational
speaker Tony Robbins, has developed a system for writing the
first draft of a non-fiction book in just one weekend–a fraction
of the time it takes most authors.

She has helped 238 authors write their books in just three days,
thanks to time-saving shortcuts.

Her system works best for authors who are writing non-fiction
books on topics they know well, particularly how-to, leadership,
business, self-help and autobiographies.

Ann will explain her system during a free telephone seminar with
Steve Harrison at 2 and 7 p.m. Eastern Time on Thursday, June 25.

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4. Brag About Publicity on Facebook
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When you score publicity in traditional media outlets or
online, be sure to let your Facebook Friends and Fans know.

–Post a Note to your Fan Page and link to the online video or
radio interview. But go one step further. Ask your Fans to
critique your performance.

–If you’re included in an article that appeared online, link to
it.

–Excerpt tips you’ve offered to newspapers and magazines and
tell your Friends and Fans where they can find the article
online.

–Has a blogger written about you? Link to the post, and
encourage your Facebook Friends and Fans to comment at the blog.

–Share with your Friends and Fans what it was like to be
interviewed by the media. How did you prepare for difficult
questions? Did you take advantage of media training before
appearing on a TV show? What little extras did you include in
your pitch that tipped the scales in your favor?

–Don’t forget about Internet radio shows. Let your Friends and
Fans know how to find the archives.

Do you know the difference between Facebook Friends and Fans? Do
you know where on Facebook you can and can’t promote? Do you know
about other social media sites that let you sync your Facebook
account with theirs so you can save valuable time and recycle
content?

If not, “11 Ways to Avoid Missed Opportunities on Facebook”
explains how. The audio and electronic transcript of the
teleseminar I hosted several weeks ago is now available. They
discuss common errors that newbies and others make when they
don’t understand all the ways to build a huge following on
Facebook.

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5. Promoting a Book on Marketing
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This week, five Publicity Hounds have tips for Judith Sherven and
Jim Sniechowski, of Las Vegas, Nev., on how to market their new
book “The Heart of Marketing: Love Your Customers and They
Will Love You Back.”

From Marcia Yudkin:

“The website for your book does not contain a way to contact you.
Therefore, it is impossible for someone who sees the publicity
you are generating to contact you with just a click. During your
publicity efforts, you should always make it possible for one
publicity effort to build from another, which requires providing
contact information to allow that to happen.”

From Shel Horowitz:

“This is a perfect book for partnership marketing (something I
know Judith and Jim are already skilled at). Find newsletter
editors already reaching the audience of soft-sell marketers,
ethical marketers, green marketers, etc. Run an excerpt or an
interview or make a special offer to their readers”

From Donna Cook:

Blogs, Facebook, Twitter, MySpace, go for it (if you haven’t
already).

The Publicity Hound says:

Does your Facebook profile include a Fan Page for the book? Have
you joined marketing Groups on Facebook? Are you “dripping” out
your tips on Twitter? Are you creating short videos on soft-sell
marketing and uploading them to the video-sharing sites? Are you
writing book review for other books on marketing? If not, you’re
missing opportunities galore to market your book on your
competitors’ Amazon pages.

Read all the responses to last week’s Help This Hound question.

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6. Help This Hound
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Jeanette Simpson of Lakewood Ranch, Fla., writes:

“I have just published my first book, From Interior Design Intern
to Employee: How to be a ‘Keeper’ (Including Tips from Those Who
Hire).

“It’s written specifically to help interior design interns
transition from college to career.

“Aside from social networking, contacting university design
departments and all vendors, reps, designers and architects I
know, how can I reach my target audience–college students?

The Publicity Hound says:

Targeting a niche is often much easier than targeting a more
general group. I’m sure Jeanette would also love to hear ideas
from my Hounds on what she can do at the social networking sites
to catch the attention of college students studying interior
design.

Hounds with marketing ideas for her book can post them to my blog.

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7. Hound Joke of the Week
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Thanks to Publicity Hound Sophie Wajsman of Melbourne, Australia
for this one:

If a fire hydrant has H2O inside, what does it have outside?
Answer: K9P

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8. And at My Blog…
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