The Publicity Hound’s Blog  

When I read a blog I respect and I come across the F word, or a derivation of the F word, I wince.

It happened again yesterday when I was reading the blog of a colleague, another PR expert who I like and respect and whose work I admire. Was it my imagination, or is this particular blogger in love with the F word?

Just for the heck of it, I went to the blogger’s search box and typed in the F word to see what came up. The search delivered 19 posts, some in which the word was used in a direct quote and others in which it wasn’t. 

The F word and other obscenities are popping up more and more in blogs that otherwise smart entrepreneurs write to promote their businesses and attract corporate clients.

I’ll bet many of these same bloggers would never dream of using four-letter words in the executive suite when they’re presenting a proposal or doing work for a client.  Or during media interviews.

Bloggers, it seems, are creating a double standard for obscenities. It’s OK to use the F word in business blogs but not in business conversations.

Then there’s the whole blogging ethics debate.

What about bloggers like me who allow comments on their blogs but have the ability to censor or edit the comments before they appear? Is it ethical for a blogger to remove the F word from an otherwise acceptable comment if they don’t want to offend their readers?

Good writing doesn’t rely on the F word. It’s one of those lazy words that sloppy writers, speakers and punks armed with cans of spray paint fall back on when they can’t think of a better word or phrase to explain their anger or frustration. 

The ubiquitous friggin’ and freakin’ aren’t much better. 

Do what you want in private. But in the business world, the F word is inappropriate, unless you’re doing business with Tony Soprano.

Posted In: PR Consultants/Publicists, Business Promotion, Publicity on the Internet
posted On: 3/31/2006: 7:59 am: By Joan
Comments: 1 Comment

Remember me telling you about Business Solutions, the hour-long Milwaukee radio show for entrepreneurs that hosted me as their guest expert on Saturday afternoon?

I was disappointed that we didn’t get any calls from the audience. But here’s what happened and what I learned as a result of that program:

—The host, Diane Chamness, was joined by Paul Kronforst, who moderated the show, decided when we had to break for commercials, and attended to the all the little details. He joined the conversation with his own comments and questions. It’s the first time I ever did a radio show with two other people on the other side of the table. So I had to be careful to give them both a chance to speak and not hog the microphone. 

—On the show, we discussed the strategy of Publicity Hounds bringing or sending food to radio and TV stations they want to get onto. During a commercial break, Paul told me his radio station doubles as a smorgasbord many days of the year. Advertisers, politicians, Publicity Hounds and lots of other people send free food to the station, to be enjoyed by hosts, guests, the engineers, the sales crew and anybody else. “Bring it on…We love it!” he said. But remember, don’t send free food to print publications. (See “Special Report 43: The Do’s and Don’ts of Bringing Food to the Media.”)

—Since Saturday, I’ve seen a nice little spike in the number of new subscribers to my ezine, “The Publicity Hound’s Tips of the Week. (Subscribe in the box that will greet you here.)

—I just hung up with a Wisconsin business owner who heard the show on Saturday. His company is celebrating its 100th anniversary this year and he wanted help with publicity. I referred him to an associate who will be perfect for him.

—I sent handwritten thank-you notes to Diane and Paul.

What radio shows in your community can you get onto to establish your credibility, enhance your reputation and sell more products and services? My friend George McKenzie, a veteran of radio and TV who I interviewed for a CD called “How to Get onto Drive-Time Radio Shows,” says drive-time radio shows are publicity gold mines, but only if you know the kinds of guests the hosts are looking for.

Posted In: Radio Publicity
posted On: 3/30/2006: 8:01 am: By Joan
Comments: No Comments

When you email a story idea to the media, does it include the eight key elements of the perfect pitch?

1. A compelling, not cute, subject line
2. No more than one screen of type
3. Mentioning a specific section of the newspaper or magazine, or a specific part of a TV or radio show, where your story would be a good fit. This lets them know you are familiar with what they cover.
4. Just enough information about the story so that journalists want more.
5. Why people should care or why the story is important. (Quote statistics or mention a trend.)
6. The little “extras” that will score you points such as offering photos or information for graphics. Or letting journalists know you can provide names and contact information of other people who they can interview.
7. No attachments. But you can link to a website where they can find more information.
8. No mass emails. Send separate emails to each journalist and address them by name.  

I mentioned the eight traits of the perfect pitch yesterday, when I teamed up with Dan Janal of PR Leads. We were the guest presenters for the monthly telephone seminar for intermediate-level members of the Internet Association of Information Marketers.

To illustrate my point about pitching, I created this fictional email pitch.

The subject line was “Story idea: Fake ID cards.”

“Hi Bob:

“Fake ID cards are popping up all over town. College students are using them to get into bars. Drunks who have had their licenses yanked for drunken driving are reproducing fakes. And illegal immigrants are using fake green cards.

“I’m a local private investigator who can supply eight tips on how local businesses can spot fake IDs and what they should do when they come across one. This story would be a perfect fit for the “News you can use” section in Saturday’s Daily Tattler. I can also supply four fake ID cards, which you can use in a photo to accompany the article.

“You can call me at 262-284-7451 or on my cellphone at 262-826-1234.”
Short. Sweet. Packed with details. What journalist wouldn’t pounce on that story?

If your press releases aren’t getting the response you had hoped, turn them into pitch letters that you can email. On the CD or electronic transcript called “How to Write a Pitch Letter More Powerful Than a News Release,” BL Ochman shows you how to write chatty, compelling pitches that leave a journalist wanting more. Her pitch letters have landed her clients in top-tier publications such as the Wall Street Journal and the New York Times.

Posted In: PR Consultants/Publicists, Photos & Graphics, Business Promotion, Pitching the Media
posted On: 3/29/2006: 9:17 am: By Joan
Comments: No Comments

Publicity Hound Jennifer Raaths of Barrington, Illinois writes:

“I am working on a Mother’s Day gift idea for my client, DiCarlo Fine Wines & Spirits, a liquor store. The gift idea is a handmade purse by my friend, Carrie, a local stay-at-home mom. Each purse is unique. No two are the same. And they’re filled with a bottle each of red and white wine. The wines happen to be from Argentina and are very popular at resorts and spas.

“I plan on taking photos of this and sending press releases soon, but here’s where I’m stumped. What would be a catchy way to promote this? And would this be worthy of going after the national shows? If so, what angle? You can see the bags at the Bags by Carrie website.”

Posted In: Business Promotion, Publicity for Niche Markets, TV Publicity, Press Releases/News Releases
posted On: 3/28/2006: 8:49 am: By Joan
Comments: 6 Comments

It’s a sad day in Publicity Land when editors have to beg people for articles they can print in their newspapers and magazines.

When I spoke to a group of micro entrepreneurs last week in Milwaukee, Wisconsin, the editor and publisher of a new business magazine in Milwaukee called Magazine SOHO, was in the audience. Her name is Cd Vann. I gave her 30 seconds to invite the group of more than 120 business owners to submit how-to articles and shorter lists of tips for the magazine (circ. 3,000) that she publishes for owners of small office/home office businesses.

When we had breakfast together yesterday morning, I asked her if she was inundated with content. I almost choked on my eggs when she told me how many people had responded to her offer.

None. Nada. Zip. Zero.

“You’re kidding,” I said.

Then she opened one of the magazines she had brought with her and pointed to a big chunk of white space on Page 7 of an issue from last year.

“This is what I’m sometimes stuck with,” she said. “This would have been the perfect spot for a list of seven tips. If people only realized how easy it is to get into this magazine.”

Maybe they don’t know how to write how-to articles. Or they don’t have the time. Still, that’s no excuse

So I promised her I’d call on my Hounds for help.

Here’s the deal. She needs content for the May/June “moving away from home” issue, designed to help SOHOs know when it’s time to move their businesses outside of their homes. She wants how-to articles of 350 to 625 words from commercial real estate agents on how to find space, tips from interior designers and office furniture stores on how to design an office on a budget, and advice from people who have bought used office equipment.

The May/June issue will deal with the business of golf. Perhaps you’re a golf instructor who knows how to conduct business on the golf course. Or maybe you’re a sales trainer and golfer who knows how to get the order without asking for it on Hole 14. Or an etiquette expert who can discuss do’s and don’ts. 

An upcoming issue will focus on diversity in the workplace. Cd, who is African-American, says she doesn’t want tips only from or about African-Americans and Latinos. “Diversity encompasses the entire range–American Indian, Eastern Indian, Middle Eastern, Hispanic, Chinese…” What diversity issues do SOHOs need to know about?

Email your articles to her at cdvann@SOHOBusinessMagazine.com, and remember to include your print-quality business photo.

Posted In: Writing Articles, Business Promotion, Magazine Publicity, Newspaper Publicity
posted On: : 7:12 am: By Joan
Comments: No Comments