When you land a big story in a magazine, it’s all too easy to become giddy with excitement, and miss doing the hard work necessary to “publicize the publicity” and turn one media hit into what can become multiple hits.

Order Reprints
You never know when you might need reprints of the article.  So it would be worth your while to order as many copies of the June issue of Golf Digest as you can afford, or see if the magazine sells reprints.  Many larger magazines have reprint services.
   
Pitch the Inflight Magazines
The target audience for these publications—business people and frequent travelers—is perfect for you!  How about offering the magazines a list of tips on how golfers can lose weight?  In your pitch, mention the June article.
  
Here’s a powerful tip for really catching the editor’s attention. If you helped a golfer from an area that’s served by the magazine, mention it in your pitch. For example, if you worked with an Australian golfer who’s fairly well-known, mention that when you pitch Qantas magazine, which serves Australia. 
  

If you’re new to hosting webinars, the team at SocialBrite.org has a very helpful summary of 10 steps for planning a successful webinar.

It includes nine ways to promote your webinar. I took their list and added to it. Most of these ideas will also work when promoting teleseminars. Here’s their list of suggestions on how to promote:

1. At your website.

2. On online event calendars such as Upcoming.com

3. Relevant listservs

4. In print and online newsletters

5. On Twitter channels

6. In Facebook groups

7. As a local event for nonprofits (SocialBrite.org specializes in teaching social media to nonprofits).

8. On Web pages that promote webinars in your industry.

9. At the end of current webinars.

Here are my own ideas

I added to their list and came up with 12 of my own ideas:

10. On Craigslist, but only on the list for the city that’s closest to where you live. (See How to Use Craigslist as a Global Publicity Tool.)

11. In the events or calendar sections in traditional media, including newspapers, magazines, trade journals and business journals.

12. In an online press release. (See Keywords: The Magic Magnets That Pull Consumers & Journalists to Your Press Releases.)

13.  On the websites of local newspapers, magazines, radio and TV stations.

14. In videos, where you can excerpt tips and lead viewers to the sign-up page. Upload the video to video sharing-sharing sites.

15. At your guest experts’ blogs, at their websites, in their newsletters, and on their social media sites.

16. Create an Event on Facebook, and share with your Friends and Fans. (See 11 Ways to Avoid Missed Opportunities on Facebook)

17. In an email blast to your opt-in list, and the lists of your guest experts.

18. In a podcast.

19. At the end of a quiz you create around the topic of the webinar.

20. In targeted ads on Facebook and LinkedIn.

21. If you have an affiliate program, encourage your affiliates to promote the event, using their affiliate links.

Add to this list

Did I miss any? How do you promote your webinars and teleseminars, and which are the most effective?

What about paid ads? Have you used them,
and are they effective?

My Next Webinar: How to Use Twitter Lists

I’m presenting “How to Use Twitter Lists to Generate Publicity & Build Your Brand” at 3 p.m. Eastern Time on Thursday, Aug. 26.   This one-hour webinar is perfect for anyone who hasn’t yet started using Twitter lists, or for Twitter users who aren’t sure how to get the most out of their lists.

Everyone who attends will also receive a bonus special report I wrote on “How to Use Twitter for Business to Network, Promote, Sell, Recruit & Profit,” a $10 value, as well as slides of the PowerPoint presentation I’m using for the video, a link for the streaming video and the video download, and the MP3 recording.  So if the time is inconvenient for you, register anyway and you can watch it afterward at a time most convenient for you.

Register here.

The next time you’re looking for a topic for your blog, ask yourself these three questions, suggested by small business marketing coach Sydni Craig-Hart in 5 Simple Steps to Generate Relevant Content for Your Blog:

1. What’s keeping your clients up at night?
 
2. What’s the biggest challenge or problem they’re facing right now?

 3. What information and resources do you have to share to make their lives easier?

Here’s what I love about those questions. 

For each one, you can probably come up with more than one answer. Three answers equals three blog separate blog posts. Eight answers? Eight posts. 

Here are four more questions I’d like you to consider when trying to find content:

4. What question have I received from someone recently in my email?

Pay attention to ALL questions in your email. When you answer, cut and paste it into a new blog entry, and then elaborate and, if appropriate, link to resources.  

5. What’s the most frequent question beginners in my niche are asking? If I’m a speaker, I’d ask myself, what’s the Number One question that beginners in my audiences are asking? 

Keep a running tally of all these questions, and use them when you need blog content. Never assume that just because you know the answer, it isn’t interesting to others who follow you.

6. What’s the one issue I’m struggling with right now and searching for the answer?  

When I can’t find the answer to a question, I go to LinkedIn and ask. Sometimes, only one or two people respond. But often, I receive several great answers that can be woven into a blog post. I’m suddenly smarter, and so are my readers.  I’m careful to explain within the LinkedIn question that I want to blog about the issue.

7. What’s the “hot new thing” or controversial topic in my industry that everybody wants to know about? For example, people in my audience, mostly self-promoters, want to know what they need to do to get a great return on their investment of time with social media. They might know how to use Facebook. But they want to know how to use Facebook to make money. 

Patsi Krakoff, who was my guest expert on the teleseminar Time-saving Tips for Smart Business Blogging, partnered with me to create a list of 101 ways to find content for your blog, a handout we offered to teleseminar participants.

Here’s a sneek peek at six more ideas on that handout:

8. Invite your followers to ask you questions. Answer them at your blog. Become “The Answer Man” or “The Answer Woman.”  

9. Find inspiration in photos. Browse through photos on a site like iStockPhoto.com. Look for a cute animal photo, or a funny image, or a photo that makes you think, and write a post around it.

10. Industry definitions. Create a list of industry definitions, particularly those that confuse people.

11. Visit Craigslist. You might find interesting workshops, press releases or other material worth a comment in the small business, community or events categories for the cities nearest you. (See How to Use Craigslist as a Global Publicity Tool.)

12. Don’t do it all yourself. Recruit a guest blogger on BloggerLinkup.com.

13. Show readers both sides of an issue. Write about the advantages/disadvantages of something.

How about adding to the list? How do you find content for your blog?

Everything you say online reflects on your reputation.

By Phyllis Zimbler Miller
Guest Blogger

And while some people might say “What’s the big deal?” about incorrectly spelled words, some people who read your tweets might think you’re careless with other things too, such as their business needs if they were your clients.
     
    
Off-limits: Swear words, off-color comments and slang 

I personally was taken aback when a person for whom I was about to write a guest post called me “mate” in an email.  In my perception, “mate” has a very particular meaning, and it’s not that positive.  I nicely pointed out to him that I was rather surprised by the use of the term.

I thought this an extremely reasonable strategy.  I did not “put down” the other person’s answer, but I did share my own opinion with the person who asked the question.

And this advice definitely includes the photos you post.  For example, whether you believe in Facebook’s privacy settings (which are changed, it seems, almost on a daily basis), do NOT post a picture of yourself holding a bottle of beer in each hand and looking the worse for wear.  Of course, this advice is even more so for videos on YouTube.

Regardless of whether you think such photos or videos are in “good fun,” your brand or business does not need to take hits from such missteps on your part.

  
Phyllis Zimbler Miller (@ZimblerMiller on Twitter) has an M.B.A. from The Wharton School and is the co-founder of the social media marketing company Miller Mosaic Power Marketing.  The company has a monthly mentorship program that focuses on social media marketing, WordPress websites/blogs and email marketing.

Mickie Kennedy’s excellent post Blog commenting for PR–do’s and dont’s, reminded me about something that every smart Publicity Hound do. 

State your expertise whenever you comment.

For example, if I’m commenting on a post about how to write well, I’ll start by saying…”As a publicity expert who worked as a newspaper writing coach for many years, I disagree with….”

Here are ways to state your expertise:

• Have you written a book on the topic?  If so, say so.
    
• Are you a speaker or trainer?
      
• Are you a consultant?
     
• Have you written more than two dozen articles on the topic?
    
• Do you have a Facebook Fan page devoted to this topic and does it have a large number of fans? (Be sure to link.) 

Mentioning this just might tempt people to click the link.

When Patsi Krakoff was my guest expert on the webinar “Time-saving Tips for Smart Business Blogging,” she mentioned the value of comments, especially for people who don’t yet have blogs. I spend as much time as possible commenting at other people’s blogs. In a few instances, the bloggers have liked the comments so much that they extended an invitation to me to be a guest blogger.

How much time  do you spend comnmenting at blogs? Have you seen a good return on your investment of time? If so, what has happened as a result?

You win an industry award and you’re so tickled that you can hardly wait to call a press conference.

Problem is, you’re only one that’s excited.  Your publicist, in fact, is reluctant, because she thinks a press conference sounds, well, so old-fashioned.

That’s what happened this week to a publicist who’s one my readers. Her client, whose organization got high ratings, told her to arrange a press conference to announce the good news. She turned to me for advice.
     
    
No one will come

Here’s my response:

“I suggest you NOT hold a press conference because I can virtually guarantee you that if you do, nobody from the media will show up, and you will look bad in the client’s eyes.  (“How come you couldn’t get anyone from the media to show up?”)

“If somebody from the media DOES show up, they will be angry when they find out your client wasted their time and that they could have gotten the same information in a press release, especially if they battled rush-hour traffic to get there on time. And they could blackball you.

“Clients have huge egos, especially when they have good news to share.  You must explain to the client why useless press conferences about topics like this can damage their reputation with the media forever.”
     
    
Better ways to spread the word

I suggested that she convince her client to:

—Write a press release and distribute it through PR Web.  Dan Janal has a fabulous deal where where the client’s press release is guaranteed to make it onto more than 50 big websites like Forbes, Reuters, etc. I wrote about this in my publicity tips newsletter a few weeks ago.  The client will be much happier about achieving this kind of exposure vs. spending all the time coordinating a press conference and then delivering the news in an empty room.

—Create a video (two and a half minutes) explaining what the company did to achieve the high rating. Feature clients talking about what they like about the service they received. Upload it to YouTube and other video-sharing sites.  It will pull traffic to their website.

—Tweet about this and put this on their Facebook Fan Page.

—Take photos that illustrate why the company got the high rating and upload them to Flickr.

—Also do a special mailing to their email list sharing the good news.

—There are many creative alternatives to boring press conferences, like events that are open to the public, or even publicity stunts that are done well. A new florist association, for example, delivered 50,000 roses and carnations to new moms in area hospitals, generating fabulous media attention and word-of-mouth publicity.

The next time you or your PR is tempted to call a press conference, consider the disadvantages. Then think of a better way to spread the good news.

The next time you want publicity, do two things that 99 percent of the other people who want publicity fail to do.  
    
First, vow that you won’t use the “spray and pray” technique.  That is, spraying the same one-size-fits-all pitch or press release to dozens or even hundreds of journalists, and then praying they’ll call you. 
    
Second, target a short list of journalists.  And then find out all you can about them before delivering your customized pitch.  It’s easy, actually, because journalists are leaving clues EVERYWHERE online about the kinds of stories they think are important, the kinds of expert sources they’re looking for, and how to contact them. 
    
Think of it as a treasure hunt.  Do it right and you could strike gold.  Here are six places to look for those valuable nuggets, which I shared during the webinar “How to REALLY Use Publicity as an Online Marketing Channel and Zig When Everyone Else is Zagging.”
     
    
1. Find out if the journalist blogs

Some journalists blog as part of their job.  Others blog on the side because they’re passionate about a topic. 

I wrote about how I picked up all sorts of valuable clues by spending a little time reading the blog written by Deborah Kotz, senior health writer for U.S. News & World Report. 
    
I learned, for example, that she’s a penny-pincher and hates bottled water. I also learned that two years ago, she thought about her risk of staying on birth control pills until she reaches menopause, and lamented the dearth of research on the long-term use of contraceptives by women.
   
If I had spent a few hours searching for clues, I’d find a lot more than that.  But I’d NEVER find that kind of personal information in those expensive media directories.  Here’s why this kind of research is so valuable. 
    
If you sell a product or service, or promote a cause or issue, related to women’s health, Deborah already has given you dozens of valuable clues at her blog that you can tie to your pitch. Be sure to read the comments at a journalist’s blog, where the journalist often replies and leaves even more clues about topics she thinks are important.  
     
     
2. Look for journalists on Twitter
    
If a blog can provide that much information, imagine what you can learn by following the journalist on Twitter.  Here are seven places to look for reporters, editors, freelancers, broadcasters, radio talk show hosts, TV news anchors and other journalists:

JournalistTweets.com: Allows you to track what journalists are writing about you or your subject.  Includes email alerts.  Also allows you to locate journalists on Twitter by subject interest.  
    
JustTweetIt.com: Features more than 175 reporters and editors. 
    
MediaonTwitter.com: Features thousands of journalists in 11 countries by name, Twitter ID, title/beat and media outlet.  
   
Muckrack.com: Features journalists by beats (world, U.S., politics, business, technology, sports, arts, etc.) and media company. 
    
Listorious.com (U.S.):  Harry Hoover’s list of more than 250 U.S. journalists, including Rachael Maddow, George Stephanopoulos, David Gregory and Terry Moran.  
    
Listorious.com (Canada):  A list of more than two dozen Canadian journalists, compiled by Harry Hoover.

Listorious: Harry Hoover’s list of more than 300 media outlets, including top-tier outlets. 

Follow a journalist who you want to pitch.  But don’t expect journalists to follow you back.  Some aren’t interested in following other people.  They use Twitter primarily to find leads and sources for stories.  Even so, look for gold in their tweets.
     
    
3. Look for journalists on Facebook 
    
Search for journalists by name, or search for the media outlet’s Fan page.  You can also use the search box to search by job title such as “reporter,” “editor” or “freelancer.”  Journalists frequently use Facebook to issue a call for certain types of experts they need to interview, or let their friends know about the types of stories they’re working on.
     
    
4. Pan for gold at their company websites 
    
Many newspapers and magazines have online versions that include many more articles than can fit into the printed edition.  Some even have videos.  Often, you can leave comments.  One annoying feature of many of these sites, however, is that you must create an account and log in with a username and password.  But sometimes, it’s worth it.
     
     
5. Read the editor’s column
     
One of the most valuable places to pan for gold in a newspaper or magazine is in the editor’s column.  It provides valuable clues about new features and departments, new freelancers and photographers who are contributing to that issue, trends the publication is seeing, and other information the editor thinks is important. 
    
Editors often write about their personal lives, too.  One smart Publicity Hound I know responded to a column from an editor and ended up in an article in the magazine.  
    
He’s Dr. Robert Kotler, a Beverly Hills cosmetic surgeon, who was reading a copy of American Way, the in-flight magazine published by American Airlines.  In the May 1, 2009 issue, executive editor Adam Pitluk wrote about how his circle of friends has changed over the years. 
     
“I sent him a letter respectfully taking issue with some of his contentions and offering an alternative personal viewpoint,” Dr. Kotler told me.  “He does not keep long friendships.  I do.  A la my closeness with my fraternity brothers from our days at the University of Wisconsin-Madison (1960-64).”
    
Adam called Dr. Kotler and told him he appreciated the letter.
     
“When I had his ear, I said, ‘You know, l have an idea for a story regarding how patients are coming from abroad to Beverly Hills for cosmetic surgery.  Of course, they should be traveling here on American.  I’ll send you an outline of what I think might be an interesting story for your readership.’” 
    
Dr. Kotler followed up and sent statistics about Beverly Hills as a magnet for cosmetic surgery.  Not long afterward, Adam told Dr. Kotler he’d probably assign the story and a writer. 
    
“And then it happened.  An excellent writer in New York called and interviewed me and Dr. Stuart Linder, another plastic surgeon in Beverly Hills,” Dr. Kotler said.  The article, titled Vacationing for a New You, appeared in the Feb. 15, 2010 issue. 
   
Publicity in inflight magazines is a wonderful way to get in front of business travelers and others with a high disposable income. See “Special Report #29: Fly High with Publicity in the Inflight Magazines.” It includes contact information and pitching tips for more than 50 magazines.   
     
   
6. Subscribe to media leads services

Three free media leads services provide hundreds of leads online, five days a week, from print and broadcast journalists, podcasters, bloggers and others who are looking for specific types of sources. 
    
I don’t consider this “panning for gold” because thousands of other Publicity Hounds subscribe to these services, and the competition is stiff.  Even so, you’d be crazy not to subscribe. 
    
Sifting through all these leads is time-consuming, but you can delegate this task to an assistant, or a VA.  Here are the services where you can subscribe and receive your leads by email: 
     
HelpaReporter.com
     
PitchRate.com 
     
ReporterConnection.com

PRLeads.com is a similar fee-based service that sifts through the journalist queries for you and gives you only those that pertain to your area of expertise. 

Now that you know where to look, grab your pan, and go find some gold!  And when you get publicity, please share it with me.  I’m always looking for success stories for “The Publicity Hound’s tips of the Week,” my weekly ezine, and this blog.

If you use coupons on your Facebook Fan Pages, particularly if those coupons are bringing more leads and sales, I’d like to see them.

Include the link in the comment section below, explain how you created the created the coupon, and the results you’ve seen.

I’m looking for examples for a course I’m teaching. I’m familiar with coupons used by the big companies like Coke and Zappos. But I’m particularly interested in those used by entrepreneurs and small businesses.

If you’re looking for an expert source because you need to hire a speaker, or you want a guest for your podcast, or you’re doing research for a book, don’t get discouraged if you don’t find one on Twitter, Facebook or LinkedIn, or by Googling .

There’s still a large percentage of people—even experts—who aren’t at those sites or who don’t know how to get good search engine ranking.

Check out this treasure trove of sources just waiting to be tapped: At the article directory sites.

Sites like EzineArticles.com, ArticleBase, ArticleDashboard and Expertclick: the Online Yearbook of Experts, have thousands of experts who would probably love an invitation. And most of them can be found fairly quickly because these sites are usually searchable by category.

This month’s guest blog post was written byJames Nissen. Last week, I shared James’ pitch and wrote about How a guest blogger pitched me and made me say ‘yes’

*     *     *      

By James Nissen

    

“It does not matter how slowly you go as long as you do not stop.” — Confucius

   

One of the greatest things about promoting a brand online today is how low the cost really is.  I have helped to market SecretintheDirt.com over the past two years, and it has grown from a single ebook to a thriving golf community.  Over 8,000 golfers have now joined our community at Secret in the Dirt, despite having launched only two months ago.  

    

Granted, we did have a strong buzz before the launch of the site, but the great part about this adventure was the fact that it cost us almost nothing to build the brand up to what it is today.  Allow me to use a cliché metaphor, but one that I think applies to building your brand.  

    

I want you imagine that before you have a “brand,” your idea is just a bunch of car parts.  Everything you do to promote your idea is like adding a new part to the car.  At some point, you will have built the body of the car, the engine, put on the tires, added the interior, and checked all the wiring.  There is nothing left to do; the car is ready to run.  You will have maintenance from time to time, but the hardest part is over.  

   

At this point, your brand can go places it never could go before when it was just a bunch of parts waiting to be used.  Your brand will never get that way if you expect it to run when you’re only halfway complete with the job.  So start building the car today.  Here are 13 cost-effective resources we used in building our brand online.

    

1. YouTube. 

  

Our greatest asset in the beginning was a set of golf videos that Mike Maves aka “Sevam1″ put together on YouTube.  A friend of his asked for some advice on golf, and he put the videos together simply to help his friend’s game improve.  The videos ending up attracting over 500,000 views in a short time and people began to talk about them.  

   

Find a way to talk about your product or service in the form of a video, and put up as many videos as you can.  Other great videos sites include DailyMotion, Vimeo, Viddler and Twitvid.

    

2. Bloggers.

Many people have blogs, but how focused are they?  How big of a following do they have?  How often do they update the blog?

  

I’ll never forget a quote I read by Jeremy Schoemaker from the very successful site ShoeMoney.com that said he would continue to update his blog even if nobody read it.  You obviously want your followers to read it, but there is a tremendous power in that kind of mentality.  Other blogging services include WordPress and Tumblr.

    

3. Twitter.

    

Twitter has not brought the highest amount of traffic to our site of any source, but I still believe it should be part of the online arsenal.

  

Sites like Twitpic and Twitvid allow you to share pictures and videos with your Twitter followers, and it makes it easy to start conversations online with people who want to learn more about your brand.  You can even hold contests for your Twitter followers and keep them up to date on important changes to your website or business.

   

4. Niche Forums

  

One of the biggest sources of buzz for the Secret in the Dirt ebook came from Golfwrx.com, a forum devoted to talking about golf-related products and topics.  Mike posted in the forum constantly, answering questions about the YouTube videos and the golf swing.  I have seen forums in every conceivable niche, and if you can find one or two big ones relating to your company, posting to the forum regularly will go a long way in building up your credibility.
    

5. Squidoo

    

Seth Godin hit the nail on the head when he helped to create this site.  It allows anyone to create a mini-site (called a “lens”) about any conceivable topic in a very short amount of time.  We used this site as an opportunity to create sites about golf and golf history, which in turn brings traffic back to our site.  Another site similar to Squidoo is HubPages.

   

6. Facebook Fan Pages
  

These pages are great because they are indexed by Google, and people may find them just by doing searches about your topic.  They don’t allow for as much customization as a normal web page or blog, but with over 300 million users on Facebook, you can be sure there are many people who will be interested in the products and services you offer.  They offer a great way to keep in touch with your loyal followers.

  

7. Simple Scripts

   

At some point, you will have to invest in hosting for your website.  If you don’t hage hosting yet, I recommend a hosting service that uses Simple Scripts.  

   

It’s a user interface that comes installed when you by hosting from Bluehost, Hostgator, and a few others.  The great thing about Simple Scripts is that with just a few clicks (literally), you can have your blog or website up and running, without having to worry about installing it yourself the hard way.  It makes it a lot less scary if you are new to the web.  You can also point as many domain names as you want to the same hosting plan (it’s around $100 a year).

   

8. EzineArticles.com

   

This service allows authors to submit articles on every topic imaginable, and is great for establishing credibility in your niche and getting your thoughts clear about your topic. We have seen thousands of people view our articles, and all of that traffic is free.  Other great services include ArticlesBase and ArticleDashboard.

    

9. Flickr

    

If your niche involves art or pictures of some type, consider using Flickr.  It’s a great service that allows you to create photo albums that you can share with others for free.  

  

Even if your niche does not involve photography, posting photos from industry events and appearances is often great material to share with your loyal fans.  Another great photo site to use is Twitpic, which links up with your twitter account.

   

10. Google Analytics

   

I can’t speak highly enough of Google Analytics.  This is a free service that takes minutes to install onto your website or blog.  You can see where your traffic is coming from, how much traffic you had, how effective your affiliates are, what countries your visitors are coming from, how long they stay on each page, and a lot more.  Testing is critical to refining your website.

    

11. Cold-Emailing

   

I was surprised to see how many bloggers, radio talk show hosts and newspapers are hungry for good content.  Don’t be afraid to contact successful people in your niche and ask if you can write a guest post for their blog.

   

 BlogTalkRadio lets you create your own radio shows for free, and these talk show hosts always need new guests and experts to have on their show.

  

Last but not least, don’t forget the almighty newspaper.  Contact the smaller ones in your town or neighborhood first, because they like to highlight “local stories” and things going on in that part of town.  If you’re giving a free seminar or making an appearance somewhere, odds are one of the writers would love to spotlight it.

   

12. Karma

   

Aside from the fact that people enjoy getting things for free, it never hurts to have karma on your side.  When we launched the Secret in the Dirt E-Book, we gave away several chapters for free as a bonus for signing up to our email newsletter.  

    

Posting videos and blogging regularly has the same effect.  Give people a chance to get to know you on a personal level, and make it a habit to answer questions emailed to you about your topic.  Give them some real value.  If what you say gets them hooked, they will be back for more.

   

13. Elance.com

   

When we ever ran into a problem that we could not solve ourselves, we used Elance. They have professionals who can help you out with logo design, banner ad design, web programming, blog layouts, troubleshooting, writing, video editing, and a lot more.  The turnaround time is pretty quick, and since professionals bid for jobs, you are sure to get the best price.

  

Even though you now have the right tools, when you make a habit of using them day in and day out, you will start to see success.  It will feel like a slow climb at first, but that’s part of the journey, right?  

   

Take what applies to your business and throw the rest out.  Focus on one tool at a time, and build upon that.  Get creative, think outside of the box, take action, and add parts to your car.  It will be up and running before you know it.

    

    

James Nissen, head of marketing for SecretintheDirt.com, loves golf, espresso, and the outdoors. He also may be found reading the occasional book or playing guitar.  He is a graduate of the University of Redlands with a degree in accounting.