The Publicity Hound’s Blog  

If you want to know why I hate ribbon-cutting ceremonies, Google “ribbon-cutting” and then click on “Images” and you’ll see why. They all look the same.

Some people try to come up with clever or cutesy ribbon-cuttings, and those usually bomb, too. But here’s one that’s so unusual, it’s worth mentioning. I found it over at Alan Sharpe’s Direct Mail Fundraising Blog.

Alan offers this hypothetical example of a compelling ribbon-cutting:

“Instead of a ribbon-cutting photo featuring your leaders, why not take a photo that features your donors? Let’s say you mailed a special appeal letter six months ago, asking for funds to build a wheelchair-accessible ramp at your summer camp for kids. The money came in, the ramp is complete, and the project was a success.

“You could run a story in your newsletter with the headline, ‘New Wheelchair Access Ramp Completed,’ accompanied by a photo of the ribbon-cutting ceremony with this caption: “Our executive director cuts the ribbon during the opening ceremony for our new wheelchair access ramp.” Boring. The focus of the story is the ribbon and the ramp, not the benefits of the ramp (who it helps) or the cause of the ramp (the donors).

“Instead, you could take a photo of a camper descending the ramp all by herself in her motorized wheelchair. Surrounding the ramp are the volunteers who donated their time, and a representative sampling of donors who gave their gifts. They are all waving and applauding as the girl makes her way to the bottom of the ramp, ready to break through the inaugural ribbon at the bottom with her legs (much the same way Olympic runners do with their chests).

“The headline reads: ‘New Wheelchair Ramp Gives One Camper–and Many Donors–a Big Lift.’

“The photo caption reads: ‘INCLINED TO MAKE A DIFFERENCE: Dozens of Camp Wikiming volunteers and donors celebrate as 13-year-old Kirsten Jacobs enjoys the fruit of their love, labour and generosity–the new wheelchair access ramp to Lansing Hall.”

Thanks, Alan. Newspapers and TV stations might even be willing to cover this one.

The next time you’re tempted to break ground, cut a ribbon or pass a check, slap yourself. Then see “Fun Alternatives to Boring Ground-breakings, Ribbon-cuttings and Check-passings” for ideas that are great alternatives.

Posted In: Business Promotion, Nonprofits, Photos & Graphics, Pitching the Media, Special Events, TV Publicity
posted On: 8/31/2007: 9:50 am: By Joan
Comments: No Comments

OK all you artists. Stop grumbling about not being able to generate publicity. One of the best ways is to find a burning controversy, then jump into the fray with a letter to the editor of a newspaper or magazine, commenting on the issue. 

Artists, African-Americans and others can do just that. Comment on the controversy that has erupted over the Beijing “sculpture of record” for the Martin Luther King Jr. Memorial set for the National Mall in Washington, D.C. Critics are complaining that the choice of Lei Yixin of China over a black American amounts to “outsourcing.”

National Public Radio has already devoted at least three stories to this topic.

If you know how to write an opinionated, succinct letter to the editor, you’re much farther ahead than most Publicity Hounds, and you can use newspaper and magazine editorial pages over and over again to promote your product, service, cause or issue.

See “How to Use Newspaper and Magazine Editorial Pages” and “How to Get Booked on National Public Radio.”

Posted In: Business Promotion, Magazine Publicity, Newspaper Publicity
posted On: 8/29/2007: 3:25 pm: By Joan
Comments: No Comments

We brought home our new puppy six days ago. Her name is Bogie, and you can see her here.

The little 11-week-old purebred German Shorthaired Pointer is the love of our lives.

Bill is in charge of training her because she’ll be his hunting companion. I’m trying to play catch-up by devouring the book “Training in No Time,” written by dog training expert Amy Ammen, who was in my mentor program.

It’s my first experience living with a puppy. After only six days with her, here’s what I’ve learned:

—Risk-taking. We took her on her first walk at the beach yesterday afternoon. She was fascinated by the sights and sounds of the waves lapping at the Lake Michigan shoreline, but decided it was too early to venture into the water. I’m betting she at least sticks a paw into it the next time out.

—Persistence. She was out of sight for just a few minutes yesterday and chewed on the “Warning” tag that was sewn into the seam of her doggie bed. She didn’t stop gnawing until the entire label was in her mouth. Thankfully, I retrieved it before she could swallow it.

—The importance of grieving after the loss of a pet. Cody, our beloved German Shorthaired Pointer, died on Jan. 13 this year. We needed several months to cry, work through the grief, and heal our hearts so we could welcome a new puppy into our lives and give her our full attention. Bill took Bogie to visit Cody’s grave in the backyard, and he told her she has big shoes to fill.

—Opportunity. She’s napping in her kennel right now, next to my desk, and I’m racing to complete this newsletter before she awakens for another who-knows-how-many-hours of bedlam.

—Responsibility. After she pooped on our living room carpet this morning, I realized it was my own fault because I became too engrossed in writing the newsletter to give her frequent potty breaks. I’m now relying on a timer to alert me every 30 minutes so we can visit the backyard.

—Rudimentary engineering skills. Her metal kennel, a big shipping box and a large plastic wastebasket, placed side by side, prevent her from crawling under my desk, where she can chew, then pulverize, a tangled mess of computer wires.

Did the headline on this item catch your attention?

If so, consider creating a list of tips called “What You Can Learn from a Puppy” or “What You Can Learn from a Kitten” or “What You Can Learn from a Porpoise”—or any critter of your choice—and slant it to people with a particular problem or concern.

Then provide a list just like I did. You don’t even need to be a pet owner to pull this off. ubmit the list or article to online article directories and your list of media contacts. The editor of a trade magazine might even welcome an article like this one if the tips dovetail perfectly with what readers need. If you don’t want to use this format, consider the same title in a Q&A format, or even a quiz.

See “Briefs, Fillers & Quizzes: How to Write Them and Why Editors Love Them.”

Posted In: Business Promotion, Magazine Publicity, Newspaper Publicity, Writing Articles
posted On: : 12:02 pm: By Joan
Comments: No Comments

Kathy McCabe of Washington, D.C. writes:

“My business partner, success coach Margarita Rozenfeld, are co-sponsoring The Tuscany Visioning Retreat.

“It’s a week of personal reflection, goal-setting sessions and cultural encounters at a private villa.  We envision the target audience as men and women, 30s to 50s—people ready to refocus their lives, maybe change jobs, start a new business, set personal goals. Margarita and I both have email lists in the thousands, and while we’ve used them to generate some interest, it hasn’t been enough.

“It costs $3,199 for the week, including luxurious accommodations at a private villa, coaching sessions throughout the week, pre- and post-retreat phone sessions, nearly all meals, a day trip to hill towns and vineyards and a cooking lesson.

“How do we publicize this ‘new kind of travel experience’ to an audience that is used to traditional tours? We’re having trouble hitting the right angle. Many thanks to your Hounds for any ideas they can provide.”

Posted In: Business Promotion, Publicity for Niche Markets, Publicity on the Internet
posted On: 8/28/2007: 2:06 pm: By Joan
Comments: 11 Comments

Meet Bogie, an 11-week-old German Shorthaired Pointer.

She’s the love of our lives right now. Here she is in all her glory, though she usually doesn’t look this serene.

Because she has a brown head and brown-green eyes, it’s often difficult to tell if her eyes are opened or closed. (In this photo, they’re closed.) 

When they’re open, she’s either chewing lamp cords or jumping on the sliding glass door to the backyard or doing things that puppies do. (Like doo-doo. Lots and lots of doo-doo for such a tiny little thing.) 

I’m writing about her in today’s issue of “The Publicity Hound’s Tips of the Week,” and explaining all the things she has taught me in the six days she’s been in our home.    

In honor of our wonderful puppy, I’m also digging through my ebook “Dog Jokes & Quotes” to find a good puppy joke for the newsletter.  

Stay tuned…

Posted In: Photos & Graphics
posted On: : 10:15 am: By Joan
Comments: 11 Comments