The Publicity Hound’s
\nTips of the Week
\nIssue #474 Oct. 20, 2009<\/p>\n
Publisher: Joan Stewart<\/p>\n
==========================================<\/p>\n
“Tips, Tricks and Tools for Free Publicity”<\/p>\n
===================================<\/p>\n
In This Issue
\n===================================<\/p>\n
1. Experts Research; Amateurs Guess<\/p>\n
2. Estee Lauder’s Makeover Promotion<\/p>\n
3. Balloon Boy Hoax<\/p>\n
4. How to Penetrate Pittsburgh TV<\/p>\n
5. Help This Hound<\/p>\n
6. Hound Joke of the Week<\/p>\n
7. And at My Blog…<\/p>\n
====================================
\n1. Experts Research; Amateurs Guess
\n====================================<\/p>\n
One of the biggest mistakes I made early in my career cost me
\ndearly.<\/p>\n
I assumed that people who wanted information on how to write
\npress releases were typing “news releases” into the search
\nengines. So I used the phrase “news releases” in my articles, at
\nmy website and in the titles of products I created on that topic.<\/p>\n
Then one day, an Internet marketer told me that people were
\ntyping “press releases” into the search engines seven times more
\noften than they were typing “news releases.”<\/p>\n
Seven times more! My heart sank. I could have had seven times
\nmore traffic.<\/p>\n
He was an expert because he had done his keyword research. I was
\nan amateur because I simply guessed.<\/p>\n
If you sell telephones, do you know if people are typing
\n“telephones,” “phones” or “phone systems” into the search
\nengines?<\/p>\n
If you’re a management consultant who teaches leadership skills,
\ndo you know how many people search for “leadership skills” vs.
\n“lead more effectively” vs. “management coaching”?<\/p>\n
The only way to know is to do your research, an important step
\nthat nine out of 10 press release writers skip. The one in 10 who
\ndo the research can know within a minute or two the answers to
\nthe three questions above. If they take a few additional steps in
\ntheir research, they can also learn which keywords are the most
\ncompetitive. Using two or three keywords that don’t have as much
\ncompetition can still help your press releases and articles rank
\non Page 1 on Google.<\/p>\n
Press release expert Janet Thaeler has created three videos that
\nshow you in step-by-step detail how to use two keyword research
\ntools that make you a whole lot smarter than the people who don’t
\nwant to bother with this. The links are in handouts that I’m
\nemailing later this afternoon to everyone who has signed up for
\ntomorrow’s teleseminar on “How to Use Keywords: The ‘Magic
\nMagnets’ That Pull Consumers & Journalists to Your Press
\nReleases.”<\/p>\n
The handouts also include a checklist you can refer to every time
\nyou start writing a press release.<\/p>\n
Read more about what you’ll learn on tomorrow’s call, and
\nregister at http:\/\/tinyurl.com\/yeygbqb<\/p>\n
========================================
\n2. Estee Lauder’s Makeover Promotion
\n========================================<\/p>\n
I love Estee Lauder’s recent promotion that offers free makeovers
\nand photo shoots at its cosmetics counters so women can use them
\nfor their online social media profiles.<\/p>\n
The promotion, which started Oct. 16 at Bloomingdale’s department
\nstores in New York, will extend to Macy’s, Saks and other
\nBloomingdale’s stores in Southern California, Miami and Chicago.<\/p>\n
After a free makeover, Estee Lauder will shoot your photo which
\nyou can then use as the avatar at sites like Facebook, LinkedIn
\nand Match.com. The company’s logo is in the background and, if it
\nisn’t erased with Photoshop, can live on the social media sites
\nforever.<\/p>\n
You can read about the promotion in an AdAge article at If you aren’t getting journalists and bloggers involved in your So much for publicity stunts gone bad.<\/p>\n Law enforcement officials say that if Richard Keene is charged –Mommy and daddy bloggers, what are your readers saying about –Child development experts, what do stunts like this teach –PR experts, what should the Keenes have done when their 6-year- Authors, speakers and experts, if your topic ties into this ======================================= This week, three Publicity Hounds have tips for John and Bobbi “With a family?s permission, invite one of these television “TV stations are more willing to run footage they take Try pitching the morning news\/feature shows in Pittsburgh, Send your own “Help this Hound” question to: =================================== Ivy Mendoza of Manila, Philippines writes:<\/p>\n “My small PR firm just got an account that needs a lot of “To neutralize the situation, the marketing people have gradually “The problem is that the previous PR person has already started “The client (not us, the PR firm) wants us to start on a clean “What should we do? Her paper and her section are very important Ouch! There’s more than one way around this problem, however. ================================== Thanks to Publicity Hound Barry Lebow of Toronto, Ontario, Canada A dog went to a telegram office, took out a blank form and wrote: The clerk examined the paper and politely told the dog: “There The dog replied, “But that would make no sense at all.” BONUS: Buy the ebook and you also get a compilation of the 50 How to thrive as an author, speaker, expert in any economy ================================================<\/span><\/p>\n Joan Stewart The Publicity Hound’s Tips of the Week Issue #474 Oct. 20, 2009 Publisher: Joan Stewart ========================================== “Tips, Tricks and Tools for Free Publicity” =================================== In This Issue =================================== 1. Experts Research; Amateurs Guess 2. Estee Lauder’s Makeover Promotion 3. Balloon Boy Hoax 4. How to Penetrate Pittsburgh TV 5. Help This Hound 6. Hound Joke\u2026 Read More<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","iawp_total_views":0,"wds_primary_category":6,"footnotes":""},"categories":[6],"tags":[4,13,5,7],"class_list":{"0":"post-228","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-tips-of-the-week","7":"tag-media-interviews","8":"tag-press-releases","9":"tag-publicity-tips","10":"tag-tv-publicity","11":"entry"},"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"Joan Stewart","author_link":"https:\/\/purelysupp.com\/publicity\/author\/jstewart\/"},"_links":{"self":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/228","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/comments?post=228"}],"version-history":[{"count":2,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/228\/revisions"}],"predecessor-version":[{"id":42171,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/228\/revisions\/42171"}],"wp:attachment":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/media?parent=228"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/categories?post=228"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/tags?post=228"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nhttp:\/\/adage.com\/article?article_id=139524<\/a> and see the great
\nbefore-and-after photos of Kunur Patel, an Ad Age reporter who
\ntook advantage of the makeover and then wrote about it at
\nhttp:\/\/adage.com\/article?article_id=139749<\/a><\/p>\n
\npromotions, you’re missing a great opportunity. See “Special
\nReport #42: Tips for Letting Reporters Experience Your Story, Not
\nJust Write About It.” You’ll learn how to create memorable
\nexperiences for the media and entice them to cover your product
\nor service. Only $10. Order at http:\/\/tinyurl.com\/invitereporters
\n<\/a>
\n========================================
\n3. Balloon Boy Hoax
\n========================================<\/p>\n
\nwith perpetrating the hoax, it probably won’t be until next week.
\nThat means there’s plenty of time to piggyback off this story and
\nget some good publicity for yourself. The most obvious angle is
\nthe way the parents recruited their children to be part of the
\nhoax.<\/p>\n
\nwhat happened? Share your comments with other bloggers and the
\nmedia.<\/p>\n
\nchildren about right and wrong and common sense? What’s the long-
\nterm damage?<\/p>\n
\nold son vomited on the set of the “Today” show? I found it
\nunsettling that they barely skipped a beat and continued the
\ninterview, as if nothing unusual had happened.<\/p>\n
\nbizarre story, pitch it.<\/p>\n
\n4. How to Penetrate Pittsburgh TV
\n=======================================<\/p>\n
\nRobinson of Vanderbilt, PA on how to pitch local TV stations for
\ntheir non-profit organization that makes wishes come true for
\npeople with severe illnesses.
\nFrom Gail Sideman:<\/p>\n
\nreporters to accompany Unity to an event with a local recipient.
\nSuggest that reporters talk to the family, someone from your
\norganization and a physician about how these outings and trips
\nhelp them forget about their health challenges and simply focus
\non a good time.”
\nFrom Bonnie Harris:<\/p>\n
\nthemselves. Extend individual invitations to members of your TV
\nstations to accompany you on these outings. If you get no takers,
\nask just one of their team to go along, perhaps the weather
\nperson. A good reporter will also want to talk to participants
\nabout what the program means to them.”
\nFrom The Publicity Hound:<\/p>\n
\nincluding the weekend shows. They’re often easier to get onto
\nthan the weekday news, where you’re facing more competition from
\nhard news stories. If you’re granting a wish that ties into
\nThanksgiving, like sending someone to see their relatives on
\nTurkey Day, pitch that a few days before Thanksgiving. Likewise
\nwith Christmas.”
\nRead all the responses to this week?s ?Help This Hound” question,
\nor add your own, at http:\/\/budurl.com\/5krx<\/p>\n
\nmailto:JStewart@PublicityHound.com<\/a>
\nand include your city and state or province.<\/p>\n
\n5. Help This Hound
\n===================================<\/p>\n
\nexposure in the lifestyle sections. The previous PR person had
\nbeen sacked due to some anomalies which she was supposed to have
\ncommitted while conniving with the client?s marketing department.<\/p>\n
\nbeen replaced, the marketing manager was asked to resign, and the
\ncontract of the old PR consultant was no longer renewed.<\/p>\n
\nbadmouthing the client to editors whom she is very close to. One
\nparticular editor of a very highly circulated newspaper has
\nalready declared that our client?s press releases will not see
\nprint in her section anymore. They liked the old PR person and
\nthey believed everything that person said about the client.<\/p>\n
\nslate, so they made an effort to appease this particular editor
\nby setting up a meeting. But the editor flat out refused to meet
\nwith them and directly said that she cannot help the client
\nanymore as far as press releases are concerned.<\/p>\n
\nfor our client because of its target readership and circulation.
\nI advised the client to let the editor ?thaw? first and just use
\nother sections of the same newspaper (Business, Entertainment,
\netc.) in the meantime. Would you have other tips for me as far as
\n?power tripping? media is concerned?
\nThe Publicity Hound says:<\/p>\n
\nLet’s see what my media-savvy Hounds would do. If you have ideas
\non how Icy can deal with this problem and generate publicity for
\nher client, post them to my blog at
\nhttp:\/\/tinyurl.com\/editorsaysno<\/p>\n
\n6. Hound Joke of the Week
\n==================================<\/p>\n
\nfor this one:<\/p>\n
\n“Woof.\u00a0 Woof.\u00a0 Woof.\u00a0 Woof.\u00a0 Woof.\u00a0 Woof.\u00a0 Woof.\u00a0 Woof.\u00a0 Woof.”<\/p>\n
\nare only nine words here. You could send another ‘Woof’ for the
\nsame price.”<\/p>\n
\nDog Jokes & Quotes Ebook: 170+ G-rated dog jokes and quotes,
\nperfect for a dog-lover, your favorite vet, or just for a few
\ngood laughs.<\/p>\n
\nbest websites for dog humor.
\nhttp:\/\/publicityhound.com\/dogjokebook\/
\n<\/a>
\n==================================
\n7. And at My Blog…
\n==================================<\/p>\n
\nhttp:\/\/tinyurl.com\/thriveasanauthor<\/p>\n
\na.k.a. The Publicity Hound<\/p>\n","protected":false},"excerpt":{"rendered":"