The Publicity Hound’s Blog  

Genevieve Frederick of Carson City, Nevada writes:

“I am the executive director of Feeding Pets of the Homeless, an organization that helps to feed pets of the homeless and disadvantaged in cities across the country.

“We enroll members who collect pet food and partner with a food bank that distributes the pet food to those in need. When pet-related businesses and veterinarian clinics and hospitals join, they received step-by-step instructions on how the program works and how they can receive publicity while helping pets in their community.

“We are going from for-profit to non-profit which will allow us to offer grants to vets so they can provide medical care for the pets of the homeless. What are some additional steps we can do to make our organization more visible?”

Posted In: Business Promotion, Nonprofits, Publicity for Niche Markets, The Local Angle
posted On: 1/1/2008: 11:08 am: By Joan
Comments: 16 Comments

If you’re pitching Chicago-area media like The Chicago Tribune, The Sun-Times and Chicago Public Radio, you have more opportunities than ever before to promote a particular cause, or state your opinion on an issue of community interest.

All three media outlets were represented on a panel at a recent meeting of the Publicity Club of Chicago. The panel focused on how news outlets are trying to remake the editorial pages for the modern age. Panelists agreed that the increasing demand for website coverage and community discussion has played a major role in how editorial and commentary pieces have evolved.

Cision’s ezine features a summary of the discussion and pitching tips.

The best way to get onto the editorial or op-ed pages is to take a strong position on an issue of concern to the community, media spokespersons said.

Even though new features such as blogs, audio and video at media websites offer opportunities to comment in different formats, asking for a meeting with the editorial board is still a powerful strategy that can help sway a newspaper’s opinion over to your side.   (See “Special Report #33: How to Win the Support and Respect of Newspaper Editorial Boards.”)

During a teleseminar I conducted on “How to Use Newspaper & Magazine Editorial Pages,” I explained that Publicity Hounds frequently overlook these pages because they’re too busy trying to catch the attention of beat reporters. If editors can’t fit your letter in the print edition, they’ll often post it at their website.     

Posted In: Newspaper Publicity, Pitching the Media, Publicity on the Internet, Radio Publicity, The Local Angle
posted On: 12/23/2007: 11:24 am: By Joan
Comments: No Comments

An article in the October 2007 issue of PR Tactics includes a great tip for pitching the Wall Street Journal and any other business publication.

It’s courtesy of Gene Coulter, editorial director at Peppercom in New York and former news editor of the Money Investing section of the Journal.

“You need to learn how to think like a Journal reporter and editor and help them explain the world. If you want that big home run in a publication like the Journal, you need to let reporters look behind the curtains a little bit. A lot of companies are afraid of showing their problems or perceived problems to journalists. I would counsel that if you talked openly about a problem your company had and then showed the solution, you have a positive story. Sometimes you have to show your warts in public.”

In my ebook “How to be a Kick-butt Publicity Hound,” I discuss the importance of being willing to talk about your problems. That’s what could differentiate you from your competitors who are also pitching. A willingness to discuss solutions you’ve found makes you look helpful to other readers, not just one of a thousand voices begging for a story.

What problems have you encountered with employee recuitment and retention? Or cash flow? Or collecting from deadbeat clients? Or marketing your business?

Pinpoint a problem, offer solutions, and that story could be yours.

Posted In: Newspaper Publicity, Pitching the Media, The Local Angle
posted On: 10/11/2007: 2:18 pm: By Joan
Comments: No Comments

Brian James of Melbourne, Australia writes:

“My client wants his innovative portable water recycling device known as the Waterleech at http://www.waterleech.com.au  to break into the U.S. market.

“It’s a small company with a limited budget. The  Waterleech is a portable water collector that sucks up water from showers, baths and washing machines. It is then wheeled outside to water gardens and wash cars.

“The company is looking to raise funds to grow large enough for Home Depot and other big stores to stock the product. So the devices may be test-marketed in California and include a certificate which gives the first 10,000 people 100 units in the company as well.

“What would it take to get the word out and what is the most effective means of getting into the U.S./California media?”

Posted In: Business Promotion, Pitching the Media, Publicity for Niche Markets, Publicity on the Internet, The Local Angle
posted On: 9/25/2007: 1:05 pm: By Joan
Comments: 15 Comments

Today’s issue of USA Weekend includes details on how your company, nonprofit, government agency, social club or neighborhood group can participate in Make a Difference Day on Oct. 27, the annual Saturday set aside to make a difference in your community.

How? Paint a building, pick up litter, help at a home for the elderly, refurbish a community center, plant flowers in the park or any other good deed that makes a difference. 

If you’re participating, be sure to let your local newspapers and TV stations know. They often cover these events because you are the “local angle” to the national story. Also, create video of your good deeds and post to YouTube and to your website. If TV stations won’t cover your volunteer efforts, submit the video anyway to your local TV stations.

This year, USA Weekend is giving volunteers a chance to win a vacation and save sea turtles in Costa Rica, teach English in Vietnam or help out at an orphange in Russia. Simply keep a photo diary of the day’s activities, then submit one picture that best illustrates your Make a Difference Day giving. A selection committee will pick one winner (and guest) to go on a paid volunteer vacation to the destination of his or her choice through Travelocity’s Travel for Good Program.   

Make sure the photo doesn’t look amateurish. See “How to Use Photos & Graphics in Your Publicity Campaign.” 

Posted In: Business Promotion, Citizen journalism, Contests, Newspaper Publicity, Nonprofits, Photos & Graphics, Pitching the Media, Publicity on the Internet, Special Events, TV Publicity, The Local Angle
posted On: 9/16/2007: 11:49 am: By Joan
Comments: No Comments