Here are my Top 10 tweets from this past week, great for retweeting! If you missed these, follow @PublicityHound on Twitter.

Twitter and Facebook tips for food trucks.  http://ow.ly/7MOeO RT@mysurveyexpert #foodtrucks

Are women in PR just grown up “mean girls”? Weigh in athttp://ow.ly/7LXGe

Want a story in Fast Company? Writer says you must answer these 4 questions first: http://ow.ly/7LaI1

How to bait your hook for retweets. http://ow.ly/7JrsU

Why You Can’t Read a Kindle During Take-off—4 Theories.http://ow.ly/7IWGf

7 reasons to embrace nasty comments at your blog.http://ow.ly/7HZZI #blogging

10 types of writer’s block and how to overcome them.http://ow.ly/7HdpL #writingtips

Top 15 tech bloggers and tweeters in 2011. (PR people, save this list.) http://ow.ly/7JS8m

Pitching journalists? Google their name. You’ll find valuable tidbits you can weave into yr pitch. #publicity

Website traffic shouldn’t be the goal of your blog. [I disagree! Read my comment] http://ow.ly/7MO6R #seo #blogs

Today is the last day to take advantage of a price break for attending Steve Harrison’s National Publicity Summit, Oct. 12-15, in New York City. Only three spots are remaining.

The price goes up by $1,200.00 after today, Friday, Sept. 23. Apply here.

Harrison is admitting 100 attendees who will get to personally  meet over 100 top journalists/producers who do stories and shows for major media like: ABC’s The View, CNN, Fox News, Today Show, Woman’s Day, MSNBC, Live With Regis & Kelly, 48 Hours, Fox & Friends, ABC’s 20/20, USA Weekend, Dateline NBC, Inc., Health, Entrepreneur, Family Circle and many more top outlets.

All those media were represented at previous Summits. Most of them will be at next month’s event,  along with producers and journalists from media outlets who will be attending for the first time.

“For the remaining 3 spots, we will consider all applications submitted through today,” Harrison said. “However, all things being equal, we’ll admit people in the order in which they applied. By the way, if you apply and for any reason I cannot accept you, I’ll give you a gift which will help you get more national media exposure.”

You’ll Learn How to Pitch

Harrison’s staff trains you so you can meet journalists face to face and pitch them with confidence.

After Rory Cohen, an expert in the psychology of success, attended the summit, she was booked on ABC’s “The View” and also got a cover story in Entrepreneur magazine.  That created a snowball effect.

“After I was on The View, I was able to get booked on CNN, which then led to a four-page spread in People Magazine,” she said.

As a result of the summit, author Linda Franklin appeared on the “Today” show twice, Fox & Friends, Fox’s “Good Day New York,” Hallmark Channel’s “New Morning,” and in MORE magazine, Essence Magazine, The Boston Globe, The San Francisco Sentinel, The South Florida Sun-Sentinel, MSN.com, The Huffington Post and at least 25 radio stations throughout the U.S.

Full Disclosure: I am a compensated affiliate for this event and for any other products and services you buy from Harrison.

What separates people who are masters at generating publicity from those who are constantly grousing that “the media doesn’t care about my story?”

Often, it’s knowing how to be a valuable media source. Here are 10 ways to make yourself indispensable to reporters, editors, freelancers, broadcasters, bloggers, ezine editors and all new media.

1. Understand your Number One task: to be helpful.

A reporter’s job isn’t to give you publicity. It’s to write an interesting story so that people will continue to subscribe, read, watch or listen. Anything you can do to make that happen will put you in their good graces.

2. Be available around the clock.

If a reporter calls you when it’s inconvenient for you to talk, do everything possible to rearrange your schedule. If you ask the reporter to reschedule the interview a day or two later, you could miss being featured in the story. Give reporters your home, office and mobile phone numbers.

3. Make it easy for reporters to access background information.

Things such as bios, fact sheets about your company, downloadable photos, your logo, and other materials should be accessible in your online pressroom. It’s best to not make your pressroom password-protected.

4. Do what you say you’re going to do.

If you interview with a reporter and promise to send them a White Paper you’ve written, send it when it was promised. If you promise to follow up with the answer to a question that you were unsure of during the interview, follow through.

5. Give reporters and bloggers additional leads on stories they might be interested in, even if those stories aren’t about you. 

Those leads can include people who are doing innovative things in their industries or those who would make interesting profile stories. Leads can also include emerging industry trends, and ways that companies or nonprofits are using technology to save time and money. If you can provide background for any of those stories, let the reporter know.

6. Read stories they produce, and provide feedback.

Do this very carefully.

Let’s say you work for the county health department and you want to establish a relationship with the local health reporter. Read her stories regularly and occasionally offer feedback. Were they accurate? Did she miss a key angle of the story? Was the story well-reported?  Yes, you might end up offering unsolicited comments to a reporter who has a thin skin. But any competent reporter should welcome feedback.

For bloggers, this includes commenting at their blog. Check back at the blog periodically after you comment. Good bloggers respond to comments and often keep the conversation going.

7.  Pitch follow-up stories.

If a journalist interviewed you six months ago, and something significant has happened since then that ties into the story, let them know. Journalists love “follow up stories,” and so do readers.

8.  Stay in touch by offering reporters specific information they need.

While building relationships with reporters, ask: “How can I help you?”  Listen to what they tell you, and give them what they need. “How can I help you?” is just one of 10 magic phrases that journalists and bloggers love.

9. Never go over a reporter’s head and complain to their boss unless you have talked to the reporter first.

Relationships with journalists won’t always be rosy. When a reporter treats you poorly, or writes a story you think is biased, or includes an inaccuracy in an article, resist the temptation to immediately contact their boss.

Call the reporter first and discuss it. If you don’t like what you hear, then and only then, contact a supervisor.

10. Say thank you.

So few people write thank you notes anymore. If you do, you’ll really stand out from the crowd. Never thank a blogger or journalist for covering your story. Instead, thank them for their in-depth interview, their accurate story, their thorough questions, or their writing style. And never thank them “for giving me publicity.”

Another effective way to thank journalists and bloggers is to share links to their articles and blog posts on the social media sites.

What have I missed? What do you do to be an indispensible media source?

The next time you pitch a journalist, will he read your pitch and know that you know who he is, what he covers, and why his audience should care about your story?

He will if you customize it.

That means sending a pitch that you can’t send to any other journalist because it’s unique to his media outlet, his beat or his audience. Those kinds of pitches prompt a journalist to think, “This is perfect for us!”  

During the webinar I’m hosting at 3 p.m. Eastern Time today, Aug. 18, on “A Simple 5-Part Formula for Delivering the Perfect Media Pitch and Hitting it Out of the Park,” I’ll discuss how to customize a pitch. Here are three approaches:

• Piggyback off a previous story the media outlet covered and pitch it as a “follow up.” That’s media lingo, and it will attract his attention. I gave an example in this post I wrote earlier this week about a candy shop in a mall.
    
• Pitch a story idea for a specific section of his newspaper, a specific department in his magazine, or a certain portion of a radio show.  Example: “This story is a perfect fit for the Consumer News Round-up segment of your show.”)
    
• Pitch a story that appeals to a personal hobby or interest that ties into his beat. Let’s say you sell decorative corks and stoppers for wine bottles, and you’re pitching the food and wine editor of a magazine.  His Twitter profile mentions he’s a wine collector. You could add this to your pitch: “Your wine collection will be as pleasing to the eye as it is to the pallet with a selection of wine stoppers from whimsical to elegant.”

It’s far too early to conclude whether Google+ is a valuable social media platform, or simply the newest shiny thing, even though self-proclaimed Google+ “experts” are multiplying like rabbits.

It’s worth nothing, however, that Muck Rack, the site that tracks major journalists and what they’re writing about on Twitter, has listed more than 140 journalists on Google+. Many of them work at top-tier media outlets like the New York Times, Huffington Post, Fox News, Washington Post and ABC News.

How can you use this information?

Follow them. But don’t pitch, at least not yet. It’s far too early. People are still figuring out how to use this.

If you’re not sure where to start, you’ll find a helpful article here. If you’re REALLY into Google+, follow Pete Cashmore, CEO and Founder of Mashable, on Google+.

If you need an invitation to Google+, email me and put “Google +” in the subject line.

If you’re a journalist who wants to be added to Muck Racks list, or you’d like to recommend a journalist’s name be added, complete this form.

Juliet Hartley of St. Petersburg, Fla., writes:

“I’ve been sending a lot of pitches to different magazines about my chic handmade hair accessories at BowAllure.com, but I just don’t hear anything back from them. It’s very frustrating. 

“I’m attaching a copy of a pitch I sent to a few magazines and would love to hear your input.  I’ve contacted a couple of reputable publicists but I just cannot afford to pay for their services at this moment.  The magazines I’m trying to send pitches to are very hard to reach, like Parents magazine or Pregnancy and Newborn magazine. They don’t give you the email address of the editor.  Here is a copy of the pitch.

Subject: Back to School Must Haves

Dear Editor:

Bow Allure is an online boutique that provides Moms with fashionable, chic, handmade hair accessories.  With more than 200 boutique style hair accessory options to choose from, Bow Allure’s beautiful headbands are made for newborns, toddlers and girl sizes, and their selection of clips and bows are suitable for all ages in MANY different sizes and varieties.  Exceptional, personal customer service is the forefront of our company’s values and commitment to clients.

I’m attaching a picture of a must have back to school hair bow for girls and teens.  I would be happy to send you a sample so you can prove to your readers that these are in fact great products.

I appreciate your time and consideration for what Bow Allure (http://www.bowallure.com/) has to offer.

I can be reached at juliet@bowallure.com or by phone at (727) 403-6806.

Sincerely yours

Juliet Hartley 

The Publicity Hound says:

OK, Hounds, have at it. I see several problems with this pitch. Can you find them all? If you were Juliet, how would you pitch this? Or would you?

The next time you pitch a journalist, remember that what you don’t say is just as important that what you say.

Mickie Kennedy of eReleases.com explains why journalists hate hearing these three phrases:

1. “Never seen anything like this.”

2. “When can we expect this to go up?”

3.  ”I know this isn’t your area, but…”

They’re good ones, Mickie, but that’s just a start. I’m a former journalist, and I also hated hearing these five other phrases when people pitched me or after I interviewed them:

4. “Can you send me 10 copies of the article as soon as it’s printed?”

No, I can’t. I’m not a clerk. I’m a reporter. And I’m too busy. If you want copies, buy them yourself by calling our circulation department. (See “What to Do When You Can’t Get Reprint Rights.”)

5. “Can you let me know as soon as the article is printed?

Nope, can’t do that either, for the reasons mentioned above. Either hire someone to pay attention to the paper, or do it yourself.

6.  ”If I give you a good tip and you write the story, can you promise me you’ll give it good play?”

No. Reporters don’t decide where stories appear in newspapers or magazines. That’s an editor’s job.

7.  ”Can you please not use my name?”

Why didn’t you tell me that 20 minutes ago when we started the interview? Technically, since you were talking to me on the record, I have every right to use your name.

But you’re such a pain in the neck, and you’ll probably raise such a stink after the story is printed along with your name, that I’d rather just not use your comments. Instead, I’ll simply make a mental note never to talk to you again. In other words, I’m blacklisting you.

Now that you know what not to say, here are magic phrases the media LOVE hearing.

What phrases can you add to this? Do you keep any magic phrases in your pocket and use them with success?

Are you a journalist or blogger who hates other phrases that Mickie and I haven’t mentioned? 

I’m all about generating free publicity, so you don’t have to pay for ads.

But if you buy ads,  here’s a little trick that may very well give you more space—this time for free—in newspapers and magazines, and even online.

Offer a testimonial on the power of the ad—how it generated more customers, phone calls, orders or whatever. Several people I know have been featured in full-page testimonials in daily newspapers, magazines and business journals.

Here’s one I saw this week.

On Page C6 of Tuesday’s Wall Street Journal, Christa Carone, corporate vice president and chief marketing officer for the Xerox Corp., was featured in a full-page ad touting how a partnership with The Wall Street Journal helps Xerox attract corporate customers who are “Ready for Real Business.”

“Ready for Real Business” was the name of the expensive ad campaign Xerox launched in September last year. It focused on the company’s  relationships with clients like Procter & Gamble Co., Target Corp., Ducati, the New York Mets, the University of Notre Dame and Marriott International Inc. All allowed their brand names to be used in the campaign.
    
    
Results of WSJ Ad

Here’s part of Carone’s testimonial:

“When we launched our ‘Ready for Real Business’ campaign, we did it in a big way in The Wall Street Journal, and with high-impact front-page units in The Wall Street Journal Digital Network.

“In print and online, the Journal allows us to engage decision-makers in relevant Xerox case studies. When these readers click through to our RealBuisness.com website, they are already attuned to our content and ready to take action.

“It’s the right audience. The most relevant content. And it gets results.”

Display and Classfieid Ads

I’m guessing that the WSJ ad rep for the Xerox account asked to feature Carone in the display ad testimonial . But newspapers don’t always follow up like that.

Remember this the next time you buy an ad and it generates great results. That includes classifieds, which have been desimated by Craigslist. Newspapers will be more than eager to let you tell the world that it was money well-spent. 

Also see:

Offering testimonials can pay publicity dividends for years

Special Report #48: Smart Tips for Free, Cheap and More Effective Ads

Recruitment & Retention Tips Booklets

Information products can become out of date so quickly, particularly those dealing with social media sites or any type of technology.

For that reason, I’m cleaning out my massive inventory and practically giving away more than 20 titles.

CD and transcripts, regularly $39.95, are only $5 each, plus shipping.  Tips booklets on employee recruitment and retention, regularly $5 each, are $1.35, and include shipping.

Even though many of the products are out of date, all of them include valuable tips that are still as good today as they were when I created the them. Topics include Facebook, how to get PR clients, press releases, nonprofit publicity, how to get your own TV show, special event planning and promotion, employee recruitment and retention, and more.  Here’s the complete list of titles.

Some of the CD titles are gone already, and we aren’t reordering, but you can still order the transcripts. Grab them while you have the chance. 

Questions? Contact my assistant, Christine Buffaloe, at 619-955-5772 or Chris (at) SerenityVA.com.

Tom Antion, My Internet Marketing Mentor

Publicists, how many more clients do you think you can attract if your name comes up on the first page of Google every time someone searches for a PR person with your expertise?

Tom Antion, my Internet marketing mentor, can help.

Tom is looking for four select people who have expert skills in certain areas of PR and who are willing to work 10 to 15 hours a week in exchange for a scholarship to his new, licensed Internet Marketing certificate school.

Tom is the real deal, and you’d be crazy to pass up this offer. When he called me this week and asked me if I’d extend it to you, I said I would, but only if he promised to give my Publicity Hounds first crack at applying and being considered.

Hundreds of publicists and PR people follow me, so he could find exactly who he needs within a few days. Snooze, and you’ll lose. 
   
  
What Tom Has Taught Me

The training I’ve received from Tom has allowed me to enjoy a great income for many years from my home office. Much of it comes from my more than 150 products which I sell online, even on days when I don’t feel like working, or when I have a doctor’s appointment or other family obligations.  

Tom taught me the secret of how to capture the Number 1 and Number 2 spots on Google for the phrase “publicity expert”:

He also taught me how to earn affiliate commission promoting other people’s top-quality products and services that I can stand behind. I’ve done it so well, that I couldn’t stop the commission checks from arriving in my mailbox even if I tried.

Tom showed me, step by step, how to publish a profitable electronic newsletter. As  a result, The Publicity Hound’s Tips of the Week has been going strong, for more than 10 years. You can learn what I learned and lots more. And if you’re chosen, you can spend a day with him at the Great Internet Marketing Retreat Center at his home in Virginia Beach. I’ve been there four or five times.
     
    
How to Apply for a Scholarship

Tom is looking for the following publicity experts:

• A print specialist
    
• A radio specialist
    
• A TV specialist
    
• An online specialist

As you can imagine, there will be fierce competition for these spots because people pay Tom $58,000.00 to work with him personally for a year and $9,100.00 for tuition to his school.  He’s a cut-to-the-chase guy who doesn’t have time for busywork. And he knows you don’t either.

You don’t need a portfolio or even a resume. Just email him with a quick synopsis of your experience and publicity successes and explain what you want to accomplish on the Internet. He’ll follow up with you by phone.

Check out all the details.
   
  
But Is He a Good Media Interview?

Tom is an excellent media guest and has done more than 1,000 radio interviews and many for TV, newspapers and magazines. So if you know what you’re doing, generating publicity for him will be a piece of cake.

He’s also got the credentials. The Internet Marketing Training Center is currently the only licensed Internet marketing school in the United States. 

If you aren’t interested, but you know a crackerjack publicist who is, let them know about this. And spread the word on Twitter, Facebook and LinkedIn.