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Write a letter to the editor to promote your expertise

When you can’t think of a story idea to pitch, and you’re dying to get into a certain online or print publication, write a letter to the editor.

That’s what I did just now after reading the August issue of Independent, the excellent newsletter (it’s more like a magazine) published by the Independent Book Publishers Association. An article titled “How to Handle Complaints” by Janelle Barlow and Claus Moller missed what I thought was the most obvious way to make a complaining customer feel better.

Here’s the letter:

“How to Handle Complaints” in the August 2008 issue missed the Number One most obvious way to handle complaints and keep customers for life: pick up the telephone and call them.

That’s what I usually do when I receive an email from a particularly angry customer, or a sort-of-angry customer. The response is almost always the same: “I can’t believe you’re calling me” or “I’m really impressed because nobody calls anymore” or “I didn’t expect a call…I just wanted to vent. What an honor it is to hear from you!”

Calling them gives me a chance to apologize profusely and let them know how sorry I am, to offer something for free like a $10 special report of their choosing, and to tell them about other free information at my Web site that they might not know about. In a few cases, I’ve even been able to sell the person more products than the one they originally had trouble downloading, or didn’t like.

I always call if someone demands a refund, and I’m able to save the sale in four out of five cases.

I also take issue with the authors’ recommendation to get back to the person who is complaining within two weeks, either by letter or email. Two weeks? That’s an eternity! By then, the angry customer has already told eight friends about the bad experience, let resentment brew for two weeks, and found another vendor.

Joan Stewart
The Publicity Hound
http://www.PublicityHound.com
http://www.PublicityHound.net (Blog)

Letters to the editor are effective publicity tools because they:

—Promote your expertise. Notice how I mentioned that I create information products. In my “Special Report #4: How to Write Crisp, Compelling Letters to the Editor that Promote Your Product, Service or Favorite Cause,” I encourage writers to weave into the letter facts about their business. One great way to start a letter is to refer to yourself as an expert. Example: “As a publicity expert who teaches people how to promote online and offline…”

—Get you in front of a targeted audience. Authors and publishers are in my target market.

—Promote your business philosophy. I’m fanatic about customer sevice. This letter proves it.

—Promote your websites. Many editors won’t let you include your URLs at the end of the letter. But this newsletter does, perhaps because it’s a trade publication written for its members.

So what do you think? Are letters to the editor effective, or a big waste of time?

Posted In: Business Promotion, Magazine Publicity, Newspaper Publicity, Publicity for Niche Markets, Publicity on the Internet
posted On: 8/20/2008: 7:12 am: By Joan
Comments: 3 Comments

Promote nursing homes, senior centers with this tech angle

One of the most difficult jobs for PR people is promoting a nursing home, extended care facility, retirement community or even a senior citizens center.

That’s because some of these places don’t have that much going on. But I got an idea for a terrific angle just now, thanks to Janet Podolak, a good friend and former co-worker who’s travel editor at The Lake County News-Herald, near Cleveland, Ohio.

Ask this question: “What technology has made the biggest change in your life?” And then report on the results of your survey.

That’s what Janet asked while touring various Cleveland attractions with a group of seniors from the nearby Breckenridge Retirement Community. Here are some of the answers she received:

“The garage door opener”

“Super highways”

“Refrigeration.”

You can read the rest of the answers in her blog post here.

Technology-related angles usually increase your chances of getting coverage, and there are so many opportunities to use this idea:

—To coincide with the opening of a nursing home, extended care facility or senior center.

—To coincide with an annniversary being celebrated by those facilities.

—To promote an upcoming event like an open house.

—To promote an upcoming program or class for the eldery, particularly if it’s tech-related, like a class on how to use the Internet.

When pitching an idea like this one, be sure you’ve lined up a few elderly people who would agree to be interviewed and photographed. It’s a good idea to also get permission forms signed by their family members. (See “How to Use Photos & Graphics in Your Publicity Campaign.”)

I’ve blogged about other ways to promote these facilities here and here. Now let’s hear your best ideas.

Posted In: Business Promotion, Photos & Graphics, Pitching the Media, Press Releases/News Releases, Publicity for Niche Markets, The Local Angle
posted On: 8/17/2008: 7:38 am: By Joan
Comments: No Comments

Newspaper food sections shrinking, so pitch wisely

If you’re pitching food editors and reporters at daily or weekly newspapers, your job is more difficult than ever.

As newspapers continue to cut staff, lifestyle-related sections are among the first on the chopping block.

Also, at many papers, sections such as food, travel and entertainment are no longer stand-alone sections. They’re combined under one section simply called “Lifestyle.”

The Aug. 4 issue of PRWeek offers these pitching tips:

—If you’re pitching a specific type of food product, be sure it’s available in that newspaper’s market.

–Pitch seasonal angles, and cooking meals that are convenient.

–Make sure your pitch has a local angle. One way to do that is to get local farmers involved in fresh- and health-eating stories. For example, organic produce is available in many supermarkets, and much of it is grown locally. But organic fruits and vegetables often look bruised and unattractive. Try contacting local organic farmers who can offer tips on how to buy organic produce. How do you know if an organic apple is bruised, or if it’s supposed to look ugly?

During the teleseminar I conducted with Jamie Oikle from RestaurantReport.com on “Publicity Tips for Restaurants, Chefs & Foodies,” I suggested pitching trends—whether you’re a restaurant that’s seeing more requests for vegetarian dishes or a store that’s slowly eliminating low-carb food items because the low-carb trend is dying.

Here’s my own tip: Check to see if the food editor or one of the food reporters or columnists blogs. If they do, read the blog. You’ll quickly learn about what food topics they think are important. Post a comment to their blog, then pitch them a week or two later. See my article “Let Bloggers Create Publicity for You.”

Posted In: Blogs, Newspaper Publicity, Pitching the Media, Publicity for Niche Markets
posted On: 8/7/2008: 9:43 am: By Joan
Comments: No Comments

Piggyback onto ‘Hug Your Kids Day’ July 21

Publicity Hounds hate it when they create their own day, week or month of the year, and then see other people piggyback onto it for publicity.

Not Michelle Nichols, a former writer for BusinessWeek.com, who created National Hug Your Kids Day on July 21.

Michelle is inviting Hounds everywhere to generate publicity for their own companies or organizations by tying into Hug Your Kids Day. Already, she has generated lots of interest.

“A Realtor in Reno had 1,000 pens made that say ‘National Hug Your Kids Day, July 21′ with her name, company and phone number,” Michelle said. “A non-profit consulting company in Maryland is sponsoring an event. An expert on happy post-divorce families in Red Bluff, California is putting together an event. A luxury toy company may have its mother cat stuffed animal be its ’spokescat’ for the day.”

She asks, however, that the events and other promotions encourage parents to hug their own kids, not other people’s kids. And she’ll even send a copy of her new book, “Hug Your Kids Today! 5 Key Lessons for Every Working Parent” as a thank-you to Hounds who participate.

Learn more about her project and email Michelle.

Don’t have your own day, week or month of the year yet? If not, see “Special Report #45: How to Generate National Publicity from Your Own Holiday (or Day, Week or Month of the Year).”

Posted In: Nonprofits, Pitching the Media, Publicity for Niche Markets
posted On: 5/13/2008: 2:30 pm: By Joan
Comments: No Comments

Help promote ‘Say Something Nice Sunday’

Mitch Carnell of Charleston, South Carolina writes:

“Last year, we celebrated the first Say Something Nice Sunday on the first Sunday in June. This is now an annual event.

“We want churches and denominations of all faiths to join in. This is a Sunday when Christian will say nothing negative about any other Christian or Christian group or organization. It originated from my little book, Say Something Nice; Be a Lifter.

“We have put together an ecumenical group to promote this. It started at First Baptist Church of Charleston, the Charleston Baptist Association, the South Carolina Baptist Convention, the Charleston Atlantic Presbytery and CBF of South Carolina. Next year, we will sponsor a poster contest with middle and high school students.

“We are looking for ideas to get individuals and churches involved. We’ve provided some promotional ideas for them. Can your Hounds help with other suggestions?”