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We suggest you study two
of the 10 one-hour lessons each day. And within five
days, you'll be ready to tackle a publicity campaign.
Here's
the course outline:
 Lesson
#1:
How to Adopt a Marketing Mindset
Longtime virtual assistant
Cindy Greenway joins me for the introductory
lesson that will explain how the Internet has completely
changed how we approach public relations, and why that's
a great opportunity for bosses, clients and their
assistants.
You will learn:
 How to play by the new
rules--and win the game.
How
to adopt a marketing mindset from Day One.
How to help the boss form strong relationships with
journalists.
The importance of expertise, and how to promote bosses
and clients as
experts.
Where journalists look for
experts and how to make it easy for them
to find the expert you're promoting.
How to start a publicity campaign and break the one
rule that many
publicists obey.
How to find journalists,
freelancers, bloggers, podcasters, and others who
specialize in certain
topics--almost instantly!
The Number One thing that all those journalists
and others expect.
 Lesson
#2:
The New Rules of Press Releases
I explain the importance
of press releases and what you must know about how to
write directly to consumers, not only to journalists.
You will learn:
How
all the rules have changed--and why that's a huge
advantage if you
approach this correctly
Critical
questions you must ask yourself before you write
The 6 elements of a great
press release
The best way to measure results
(it isn't a pile of
clippings!)
How to write press releases for the search engine
spiders
A major mistake most writers make when choosing keywords
The best press release distribution services
The dirty little secret about the free distribution
services
Where to learn more about how to write and distribute
press releases online
 Lesson
#3:
The Right Way to Research Media, Bloggers & Others
Guest expert: Diana Ennen
joins me. She's a virtual assistant who
specializes in generating publicity for her clients, and
she's the author of the book "Virtual Assistant, The Series:
Become a Highly Successful, Sought After VA"
You will learn:
The very best research tools
that will shave hours off your day
Tips for assistants who are
working for authors...how to find niche markets
to sell books
How
to find your client places to submit book reviews
How
to find authors who might include your boss or client in
their next book
Tips
for assistants who work for speakers, such as how to
generate publicity
for speaking engagements
The
very best resource for finding in-depth information on
almost any
problem or concern to speakers
How to do research for your
small-business or online clients
Newsletters and tips sheets
you must read
to stay on top of your game
Where to find editorial calendars and how to use them
How
to research newspapers, magazines, TV and
radio stations,
and the best ways to submit to these media outlets
Secrets
to finding freelance writers...and why they are so
valuable
Lesson
#4
Tools That Will Save You Time, Money & Frustration
Guest expert:
Diana Ennen joins me again, and we tell you about the helpful tools we use to make the job of
generating publicity go faster.
You will
learn:
3
simple, dirt-cheap software programs that can save hours
and hours of
time every year
How to shop for a shopping
cart...all the important features you should consider
Tools
we love to use when doing keyword research
Google's cool tools...the
ones we can't live without
We even asked each of
our guest experts to name their top three tools
that they can't live
without either...you'll get them all on a handout
Tools
we bought that ended up being big time-wasters...we'll
keep you from making the
same mistakes we did
 Lesson
#5:
How to Kick-start an Online Publicity Campaign
Guest expert: Tom Antion, Internet marketing millionaire
You will learn:
How
to capture email addresses and why that =
$$$$$$$$$
Content
you can offer for free in exchange for an email address
The
worst website mistakes and how to fix them
Why
keywords are important and where to use them
Information
products you can help create
2
places where you can find qualified people in an
emergency to create
info products or do almost anything else
The
big problem of spam filters, and Tom's best solution
 Lesson
#6:
How to Write & Distribute How-to Articles
Guest expert: Dan Janal of PRLeads
who works with hundreds of authors, speakers, coaches
and experts
You will
learn:
A
template for a how-to article you can ghost-write
The fastest, easiest way to
do research before you write
Where to find formula
headlines you can steal, tweak and make your own
Where
to place keywords in articles so the search engines
find them
The
most important part of the article
(it's not what
you think)
What you must know about
copyright
Options you face when you
need reprints of articles
What
to do if you can't get reprint rights...and a great
solution...but you
must act quickly!
What
to do after an article appears in print
 Lesson
#7:
How to Use Social Networking Sites & Community-based Web
PR
Guest expert: Nancy Mills,
consultant for web-based PR
You will learn:
Clever ideas on how to use YouTube to promote a product,
service, cause
or issue
How to use Craigslist, the biggest free community
bulletin board in the world
What you must know about
BackPage.com
How to use powerful
city-specific event and calendar sites
How to use social networking sites to target niche
markets with your message
Why
using social networking sites can translate into profits
Where
to find a free audio that explains how to use
MySpace for business
promotion
 Lesson
#8:
The Power of Blogging & Podcasting
Guest experts: Patsi Krakoff,
left, and Denise Wakeman
(aka The Blog Squad), bloggers, Internet radio show
hosts and podcasters
You will
learn:
Why
blogs are so powerful and why your boss or client should
have one
How
to create a blog in
10 minutes or less,
for free
(This is not a
typo)
How
to find content and update the blog regularly
Tips
for finding the best and most influential bloggers
How posting comments
at other people's blogs can be money in your pocket
How
to make your boss's or client's job easy by researching topics for
their blog
How
to know which bloggers who writing about your boss or
client
Why
podcasts add value to a publicity campaign and how to be
invited as a
guest
How
to research podcasters that are looking for guests, and
how to encourage them
to interview your expert
How
to find guests for your boss's or client's podcast
 Lesson
#9:
How to Build Print & Online Press Kits
Guest expert: Drew Gerber
of Press Kits 24/7 who has worked with authors,
coaches and experts to create dazzling, content-rich
online press kits
You will learn:
The
difference between print and online kits
The
key elements of each and how to make each one sizzle!
Tips
for making sure the boss has a great photo
What
you must know about posting photos online
How
to write a great bio that doesn't put people to sleep
What
reporters expect to see in a press kit...don't
disappoint them!
Little
extras that can help you generate more and better publicity
How
to manage an online media room by yourself, even if you
don't have
a technical bone in your
body or know HTML
Lesson
#10:
How to Recycle Publicity &
Apply What You've Learned
I conduct the wrap-up session, tie up loose ends, and
get you off on the right foot
You will learn:
How
to turn one media hit into three or four hits
Tips
for keeping your boss's or client's clients "in the
loop"
Your
various options when making reprints
What
to do if you can't get reprint rights
How
to publicize a big event and make sure that you get the
most out of it
before, during and afterward
How
to use many of the strategies you've learned this past
week to recycle
publicity
How to teach your boss or client what you have learned
How
to stay focused and resist the temptation to do
everything at once
Bonus
Lession!
Lesson #11:
Affiliate Programs--A Lucrative Revenue Stream
This session is for assistants
who want to create an additional revenue stream for
themselves, their bosses or clients through affiliate programs (selling other people's products and services
for a commission)
You will learn:
Why affiliate programs can
be so lucrative...and why you're leaving money on the
table
if you aren't participating
The one thing you must have in place to make the most
money possible
18 ways--count 'em 18!--to
sell other people's products and services and earn hefty
commissions
A useless "strategy" that just doesn't work...don't even
waste your time on
this one...only the lazy affiliates do
The
Number One sales tool that's most effective, and it will
take you just minutes to create
How to keep track of how much money you're making, and
from whom, so
you can market certain products and services more
aggressively
How to invite other merchants to become your affiliates
and do joint
ventures
How to keep your affiliates in the loop and help them
sell more of your products
and services
Helpful tips that will have checks pouring into your
mailbox like candy from heaven
Wild,
Wacky Ideas:
 No graduate-level course would be
complete without fun ideas
for generating
publicity. Some of these priceless ideas
came from my
readers and customers. Others have been
my personal favorites for years. I've sprinkled these
throughout the entire course to
liven things up a bit.
Joan, I want my assistant to start learning
with the CDs
Joan,
my assistant prefers the MP3 files
Joan, my
assistant prefers the electronic transcripts
But
That's Not All...
 Because
photos and graphics are such a critical part of a
publicity campaign, each student will get their own
copy of
my ebook "How to Use Photos & Graphics in Your
Publicity
Campaign," a $47 value. This book explains not only
what
kinds of equipment to buy, but how to shoot photos,
crop
them and use them in many different ways for publicity.
Your
assistant will also learn tips on how to find or create
simple
graphics. As soon as your order has been approved,
you'll receive
the link to download this ebook.
Free
shipping.
A
30-day money-back guarantee if you're not completely
satisfied.
All CDs will be send in an
attractive Publicity Hound zippered carrying case, even
if you
order the MP3 files.
Three
free electronic transcripts (regularly $39.95) from the
list you see
here. When you
order, please write the titles of the three free
transcripts in the "Comments" box.
Why
Would Your Assistant
Want to Learn from This Course?
3 good reasons:
1.
Job
satisfaction. One of the biggest reasons employees
jump ship is
because their current employer is too cheap to provide
the tools and training
necessary to do the job. This course is a
smart investment in employee retention--or
in an intern who will be able to
do 10 times more than
what an untrained intern could
ever hope to do!
2. Advancement.
Training will help your assistant advance and
specialize.
3.
Lifelong skills.
Your assistant will acquire a valuable skill set that
will
continue to pay huge dividends years from now, even if
she isn't working in
PR.
Why Should Your Assistant
Learn from Me?
-
 Unlike
many other so-called publicity "experts," I have a
solid track record of experience. I worked in the
newspaper business for 22 years as a newspaper
editor and reporter, and have appeared hundreds of
times on TV and radio shows.
-
I
have accepted and rejected thousands of story ideas.
I know the kinds of ideas that journalists toss in
the wastebasket and the ones that get them so
excited they reach for the phone to call you.
-
I
have an international following of more than 30,000
people who subscribe to my popular electronic
newsletter “The Publicity Hound’s Tips of the Week.”
-
Those
same people buy the more than 150 CDs, electronic
transcripts, special reports and ebooks I have
published. They also take advantage of my consulting
services.
-
Trade
associations hire me to speak at their conventions.
Corporations hire me to train their in-house PR
and marketing staffs.
-
I was
one of only a few media relations experts invited by
the National Speakers Association to present at its
prestigious Media Savvy Lab in Tempe, Arizona in May
2003.
-
Entrepreneur magazine recruited me as its public
relations expert and asked me to write a monthly
column for Entrepreneur.com.
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My
website has turned into a high-traffic destination
for people looking for advice on how to generate
free publicity.
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My
articles appear in prestigious magazines and newspapers such as
Public Relations Tactics, published by the Public
Relations Society of America; the SPAN CONNECTION, a
newsletter published the Small Publishers
Association of North America for authors who want to
market their books; and at Media Insider, the
website maintained by PR Newswire and visited
frequently by PR people. I also write a bi-monthly
column for The Marketer, the trade magazine of the
Society of Marketing Professional Services.
-
My
expert commentary and advice is included in more
than 40 books about marketing and publicity and
in hundreds of print and electronic newsletters.
-
TDS
Telecom, a Fortune 500 telecommunications company,
tapped me as their small-business marketing expert.
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I
have worked as a writing coach at three daily
newspapers. Reporters who have been coached by me
have won dozens of writing awards for their news
articles, investigative series and feature stories.
You have my personal guarantee, and absolutely
nothing
to lose
I've lined up some of the
best publicity experts on the planet.
I'm
so confident you'll be thrilled, that if I can't teach
you or your assistant at least a dozen new
techniques that you or she can begin using immediately,
I will refund every penny. Period. That's my guaranteed
promise. And you have 30 days to hold me to
my word.
This could be the single-most important thing
you do for
your career this year.
Warmly,
P.S. Warning: Please tell your assistant
not to breathe a
word about this Publicity
Hound University course to your biggest
competitor. They won't know what hit
them when you start thriving. (It's
our secret.)
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The
minutia of a publicity campaign
