The Publicity Hound’s Blog  

I just got a call from a Publicity Hound who asked how to make old news sound new.

He’s writing a press release stating that his state bar association drafted a resolution to support something that somebody else did. But they passed it on Monday. And today is Thursday. He might not have the press release done until tomorrow. So how can he make the four-day-old news sound new? 

Easy, I said. Do what reporters do. Use a present- or future-tense lead.

For example, when I worked as a reporter and covered a city council meeting, and the city council passed a resolution raising the local sales tax, I would never write:

“Anywhere City Council last night passed a resolution approving a 1 percent sales tax increase.”

That’s old news. So I wrote it like this instead:

“Consumers who buy products in Anywhere, Wisconsin will pay an extra 1 percent sales tax, starting March 1.”

The guy who called me would simply write a lead that says his group “is supporting” or “will support” whatever it is they’re supporting.

If you’re struggling with press releases (who isn’t?), sign up for my free email tutorial “89 Ways to Write Powerful Press Releases.” For anyone who self-promotes, it’s like getting a master’s degree in press release writing. And PR and marketing people can add it to their resume under ”Professional Development.”   

Posted In: Press Releases/News Releases
posted On: 1/25/2007: 11:55 am: By Joan
Comments: No Comments

If you still aren’t convinced that bloggers are influential, or that they aren’t very well-respected, listen up.

The Associated Press is partnering with the Media Bloggers Association to distribute its members’ coverage of the trial of Lewis “Scooter” Libby, former chief of staff for Vice President Dick Cheney, to the news organization’s websites.

The bloggers group will have two seats at the Libby trial, which starts today, and 12 member bloggers will share the seats on a rotating basis.

Some members of the newspaper industry, which has been shell-shocked because of declining circulation and staff layoffs, are finally viewing bloggers not as competition, but as business partners. Thousands of newspapers are memebers of the Associated Press wire service. 

Make this the year you finally add bloggers to your list of media contacts and let them create publicity for you. Unlike journalists, bloggers love to link to each other. So if just one influential blogger mentions your product or service, the news can spread from one blog to the next just a few minutes.

During the teleseminar I conducted several months ago with Denise Wakeman and Patsi Krakoff called “How to Pitch the Best bloggers & Create a Publicity Explosion,” we stressed that it’s often best to get a blogger’s attention not with a pitch, but by posting a comment to their blog. I blogged about joining the conversation yesterday.

Posted In: Blogs, Pitching the Media, Publicity on the Internet
posted On: : 9:50 am: By Joan
Comments: 1 Comment

Shel Israel, co-author of the blockbuster Naked Conversations, has helpful advice for PR people who are tempted to contact a journalist or blogger and launch into a pitch about their client:

“I think you need to stop pitching and start becoming part of the conversation relevant to your market and your client. The blogosphere is becoming more relevant to your clients and the traditional media less so. If you wait until your client has an announcement then try to come barging in here shouting for attention, I, and other bloggers, will simply ignore you.”

I commented at his blog and suggested several ways PR people can join the conversation. The best way to do that is to let them know you read their work, then tell them what you liked or didn’t like, or suggest another angle they might want to pursue.

Nine out of 10 PR people fail to do this. I’m a blogger and a freelancer. If the first sentence in your email to me, or the first words out of your mouth when you call, lets me know that you know who I am and that you’ve read my stuff, I’m more inclined to listen to what you’re going to say next. 

Posted In: Blogs, Pitching the Media
posted On: 1/24/2007: 9:37 am: By Joan
Comments: 1 Comment

Ginger Bell of Tyler, Texas writes:

“After spending 20 years in radio, my husband launched his own production studio five years ago. With a ‘voice like God’ and a smooth delivery, he has stayed fairly busy creating commercials for local radio and television production departments and providing voiceovers for commercial shoots. He even has acquired accounts from ad agencies up north.

“But what other venues are available to market his talent? He has created a demo that people can download at his website. But the trick is getting people to visit the site. What are some of the latest and greatest methods of spurring visits to your website?

“And what are other methods of connecting with media and advertising outlets who could benefit from his award-winning talent?”

Posted In: Business Promotion, Publicity on the Internet, TV Publicity
posted On: 1/23/2007: 11:00 am: By Joan
Comments: 4 Comments

Even if you’re not a football fan, you might be able to generate publicity from today’s two big NFL playoff games.

The Chicago Bears host the New Orleans Saints in Soldier Field for the NFC championship, and the New England Patriots travel to Indianapolis for the AFC title.

Publicity Hound Jennifer Spies of New Philadelphia, Ohio, tipped me off to a way Publicity Hounds can piggyback onto the playoffs.

The day after the big Ohio State loss a few weeks ago, Jennifer was watching the local TV news.

“They interviewed a psychologist talking about the sports blues,” she said. “Everyone in Ohio was very depressed on Tuesday because the Ohio State Buckeyes had such a bad game on Monday night. The game was hyped to the max everywhere for days. It’s truly a Publicity Hound moment when a psychologist can get on the local TV station by piggybacking on the Buckeyes’ loss.”

That got me thinking. If you’re a high school coach, author, therapist or a motivational speaker, you might have a topic that can tie into today’s big games. Here are four ways you can piggyback onto the outcome. Comment on: 

1. Whether big wins or losses affect productivity and morale in the workplace.

2. Whether big losses in championship games can actually lead to depression in fans.

3. Good and bad sportsmanship during the big game.

4. How a winning or losing team affects the local economy.

In addition to pitching to the local media, you can write press releases about all of the above and post them online.

If you’re disciplined about writing press releases regularly, subscribe to Expertclick because you can post up to 52 press releases a year. You’ll build a huge online presence and have your releases picked up by Google, Yahoo and Lexis-Nexis.

Former journalist David Meerman Scott, who I interviewed last year on “The New Rules of Press Releases: How to Write Them for Consumers, Not Only for Journalists,” explained that today’s smart Publicity Hounds understand that buyers who are searching online for information on a particular topic might end up reading a press release you’ve written. They can click on your URL embedded within the release, visit your website and perhaps even buy—regardless of whether the release attracts attention from journalists.

Posted In: Authors & Publishers, Business Promotion, TV Publicity
posted On: 1/21/2007: 10:20 am: By Joan
Comments: 1 Comment