2005 March

5 places to look for freelancers

3/24/2005 By Joan

Publicity Hounds spend so much time and energy chasing after staff writers at national magazines, that they often overlook a much more valuable group of contacts–the freelancers that write for those publications.

Why are freelancers more valuable? Because many of them already have key contacts at lots of major magazines and newspapers. That means if you give freelancers a great story idea, they can sometimes take that idea and spinit into four or five separate and distinct stories, each with its own angle. They can then sell each article to a different publication. It’s more money for the freelancer, and it means multiple hits for you.

But finding freelancers isn’t always easy. Here are some tips to help you:

–When you’re reading newspapers and magazines, look for the byline “Special to the Daily Tattler.” That usually means the article was written by a freelancer.

–Also read the identifier paragraph at the end of an article. It might state specifically that the writer is a freelancer and it might include contact information.

–If you want to get into a certain publication, call and ask for the names of freelancers who write for them, then pitch them. If you can’t get contact information, search for their names on Google.

–If you already know staff writers at newspaper or magazines, ask them if they freelance for other publications. Some do.

–Hang out in news groups and chat rooms specifically for freelancers. Once you have a good feel for who covers what, you can pitch them. But don’t pitch your article in the chat room. Contact the freelancer privately.

I found a freelancer who writes for four national women’s and lifestyle magazines and a statewide brides magazine. She covers topics such as home decorating, financial advice, interior design, Europeans and Americans who design upscale homes, new moms, alternative health and family travel. She’s a great contact if you have stories in those areas, and in the January/February 2005 issue of The Publicity Hound 8-page electronic newsletter, she details more about what she’s looking for.

Order the issue here and be reading it in a few minutes.

Filed Under: Magazine Publicity, Newspaper Publicity

Small bank branch gets big ideas to promote grand opening

3/24/2005 By Joan

Twelve Publicity Hounds have super tips for Therese Myers of Albany, New York. She asked about how to get publicity for a bank branch opening in March. Her branch will be new in this small community in Maine, but it will be the seventh branch to open there within the last two years. Because headquarters are located out-of-state, she’s worried the media won’t be interested and she needs clever ideas.

From Lois Heinlen of Delaware, Ohio:

“To coincide with the opening, develop a “Student Board of Directors,” made up of 10 or 12 select high school juniors and seniors from the local schools. Require applications to be submitted through school guidance counselors. While giving them a chance to see how a real Board of Directors works, one goal behind the Student Board of Directors could be to educate local youth about the services available from a bank–from credit services to financial planning to future employment opportunities–and to explain the importance of sound personal fiscal management. Pay each student $10 for each meeting they attend, and direct deposit it into a savings account set up for each. In return, you will get great local publicity. You will have 10 or 12 new customers (possibly for life), and potentially many more once their parents and friends see the benefits of the program. My daughter really enjoyed her stint on the Delaware County Bank’s Student Board of Directors. In fact, she doesn’t even want to get a credit card because of the impact the board made on the students. They explained how much debt young kids get into before they’re 21, and how many years it takes to pay off those credit card bills, often delaying more important purchases like homes.”

From Dr. Wes Stephens of Elgin, Illinois:

“Have five or six stockbrokers speak on how they think the economy will performin 2005. Everyone is interested in making money and knowing how to invest.”

From Beatirce, Vanni of Istanbul, Turkey:

“March is also Women’s History Month and a bank opening is the perfect time, not only to marry the two events, but to pull in the women and small business owners through the many products your bank will offer. You could hold a series of small workshops during the month on topics such as financing your future, business challenges and concerns in the local area, investing in the community, how women impact business in the state, etc. Workshops will not only bring in the numbers to your bank opening but will also prove your contribution to goodwill in the community. Further, I would think many newspapers and organizations would want to publicize these workshops.”

Read all the responses

If you’re opening a bank branch or any other building, don’t settle for the boring ribbon-cutting ceremony the media hate. "Fun Alternatives to Boring ground-breakings, Check-passings and Ribbon-cuttings" gives you dozens of ideas that will generate mountains of free publicity. It’s available as a CD or downloadable transcript you can be reading in minutes.

Filed Under: Business Promotion, Publicity for Niche Markets

Writers too reluctant to write like they talk

3/24/2005 By Joan

One of the biggest writing problems I see among people in my mentoring program, and others who hire me to improve their writing, is that they’re afraid to write like they talk.

They never use one-word sentences. They refuse to start sentences with words such as “and” and “but” because an elementary teacher way back when told them not to. They try to sound important when they write. So they use long words in long sentences that make up long paragraphs. They remove all slang from their writing so it’s clean and pure. And often, boring.

Business coach Michael Angier agrees.

“Too many times, I see people who are good verbal communicators try to put on a different air in their writing,” he says. “It doesn’t work. It’s much better to be conversational.”

Filed Under: Writing Articles

TV Weatherperson’s Day

3/24/2005 By Joan

I’ve received so much great feedback from Publicity Hounds who have used my tip about “TV Weatherperson’s Day” on February 5 that I’m mentioning itagain.

When it comes to celebrity status, the TV weather people are at the bottom of the totem pole. While the news anchor is invited to host a glitzy charity ball, the weather guy is asked to cut the ribbon at the opening of the local ice rink.

So imagine how surprised forecasters are when they receive cookie bouquets on February 5, “TV Weatherperson’s Day,” courtesy of Cookies by Design. The bouquets are even personalized with each TV station’s logo.

“Some stations announced it on every newscast from morning to midnight,” said Michael Burns, president of Michael A. Burns & Associates, the DallasPR firm that came up with the idea several years ago and suggested it to all franchise owners. The promotion was so successful that it has become a tradition. One year, Cookies by Design was mentioned on more than 80 TV stations nationwide. As a result, orders for cookie bouquets skyrocketed during the first week of February when sales are typically flat.

What can you deliver to your local TV weather person on the morning of February5? For national exposure, you can even try schmoozing Al Roker, or your favorite forecaster over at The Weather Channel.

While you’re at it, start contacting the media and pitching weather-related stories in which you can be quoted. It’s one of the easiest ways to get publicity, simply because the media always cover the weather, and few Publicity Hounds take advantage of this opportunity. Check out “Special Report #37:How to Tie Your Product, Service, Cause or Issue to the Weather.”

Filed Under: Pitching the Media

Who’s your daddy?

3/24/2005 By Joan

I confess to watching most of “Who’s Your Daddy?”, Fox’s maudlin melodrama in which a blonde babe tries to pick her biological father out of a line-up of seven men and pocket $100,000. She guessed correctly, of course.

Adoptive parents and others, including the National Council for Adoption, pleaded with Fox’s 182 affiliates not to air it. Only one station in Raleigh-Durham, North Carolina didn’t. Except for a brief mention at thebeginning of the show, the woman’s adoptive parents weren’t discussed. That’s one reason for the loud protest among adoption advocates and others who worried that it would trivialize a deeply emotional experience.

Fox has filmed six separate “Who’s Your Daddy?” shows. Even though none has been scheduled yet, I’m betting the controversy will simmer for awhile. So start thinking of all the ways you can piggyback story ideas onto the show.S ome examples:

–Should local TV stations bow to protesters, like the one Fox station in North Carolina did? Or should viewers decide for themselves what they want to watch? Take either side of the censorship issue in an op-ed article or letter to the editor.

–Authors, speakers and relationship experts can comment on any aspect of father/daughter relationships. Call local TV stations and newspapers in the next day or two and offer opinions for the local angle to this story.

–Therapists, psychologists and others whose patients include people who were adopted, birth parents who gave up their children for adoption, and adoptive parents, should comment about the other side of last night’s tear-soaked reunion. Will the show open old wounds for adopted children who searched for their biological parents, only to learn the parents didn’t want to meet them?

–The “Who’s Your…?” phrase is hot right now but eventually will become worn. Consider using a variation of this phrase in your pitch.

Now start pitching, but do it in 30 seconds or less. If you can trim yourpitch to 15 seconds, all the better. Raleigh Pinskey shows you how on a recordingof the teleseminar titled “How to Create the Perfect 30-Second Pitch.”

Filed Under: Pitching the Media