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Start learning now, in the comfort of your home or
office:
>>>> No
expensive airfare
>>>> No crummy
hotel rooms
>>>> No lousy
meals on the road
Here's
the course outline available as CDs, MP3 files, or
electronic transcripts:
 Lesson
#1:
How to Build the Publicity Plan Month by Month
I explain the
7-part strategy I use when creating a media plan for clients.
You'll even get a sample template you can use when
creating your own plan, including a tickler list of
ideas for when the idea well is dry.
You will learn:
 18
questions that will help you define your publicity goals
so you can target only media
that are in a position to help you
20
ways to generate story ideas about your business
The 7-step process to follow when creating your plan so
you stay organized and on track
How to create a "Top 10 Media Hit List"...the most
valuable media you'll be
targeting
What to build into the plan first and how to
prioritize your news and events
The one rule that many self-promoters foolishly
ignore...and why following it can
save you weeks of time and aggravation
How to "work the calendar" so you don't miss the chance
to be included in evergreen
stories the media always cover
A
10-minute task you must do NOW...it will shave hours of
work off your
research
Why
your plan must include
building strong relationships
with journalists...this will put you
miles ahead of your competitors
The new rules of press releases that work in your
favor...but only if you
understand them
Where journalists look for
experts and how to make it easy for them to find you, or the
experts you're promoting.
How to find journalists,
freelancers, bloggers, podcasters, and others who
specialize in certain
topics--almost instantly!
How
to build the plan so it gives you breathing room during
your busiest times
of year.
How to use assistants, virtual assistants or interns
to help with your media
research
3 checklists you can use to learn more about the
traditional media and social media
sites you'll be targeting
How to learn the best times times and worst times to
call newspapers and TV stations
 Lesson
#2:
Story Angles & Other Tools in Your Publicity Arsenal
Guest expert: Michelle
Tennant,
co-owner and executive publicist of Wasabi Publicity
and "Storyteller to the Media." Her impressive list of
media hits for clients includes the "Today" show,
"Oprah," "Fox & Friends," Woman's World, Entrepreneur,
Parents magazine, Health magazine, CNBC,
Tribune Media Services and the Associated Press
You will learn:
How
to create from 3 to 5 story angles so you aren't
pitching the same stories to
all your targeted media
How to customize the same story idea
for different media
2
critical angles that will make the media pay attention
to your pitch
The one angle that will make almost every media outlet
cover for your story
How
to steal headlines from the covers of magazines, quickly
and ethically, and
turn them into your own story ideas
Why
you must have an online press kit in place before you
start implementing
your media plan
The
6 most important components in your online press kit
that make it easy for
the media to cover you
Where to find hundreds of editorial calendars for
newspapers and magazines
for
only $1.99!
Examples
of dazzling online press kits that prompted calls from
national
media,
without pitching!
How to work "storytelling" into your media plan and
make your story irresistible
Key tools you need to tell a good story
Michelle's
top tips for building strong relationships with the
media
How to promote the media coverage you've already
received and boost your
credibility
 Lesson
#3:
How to Extend Your Reach with Social Media
Guest expert: Don Crowther,
an Internet marketer who has built more than 50
businesses online. Don is a sought-after speaker at
conferences on Internet marketing
You will learn:
Why targeting social media sites is often easier than
pitching journalists
Why joining an online
conversation is sometimes more important than crafting a
message
The difference between social networking and social
media
Why social media sites like
MySpace, YouTube and Facebook can spread your
message far beyond traditional media
The biggest mistake you can make on Facebook
Bad things that can happen to you if you don't join the
conversation
Why incorporating social media into your plan
is imperative if you're
targeting certain types of audiences
How
corporations are using social media creatively to really
build the buzz and
boost sales
The
importance of video, and smart ways to work it into your
media plan
Don's
Top 7 social media sites...no more confusing decisions
about where you need to
spend
your time
How
"the back fence factor" makes it easy for people to
influence others
How nonprofits use social networking sites to raise
money and recruit volunteers
3 sites where almost every company or organization should
have a presence
The
one site where you can build a reputation as an
established expert in a certain topic
Why keeping on top of all the new sites is
impossible, and Don's best tips for
making sense of it all
How to convince your reluctant boss or client to join the
conversation
The most effective way to
use YouTube to sell your products
How to incorporate social
networking into your media plan
 Lesson
#4
Blogging & Podcasting: The Valuable Extras
Guest expert:
Dave Taylor has been involved with the Internet
since 1980 and is widely recognized as an expert on both
technical and business issues. He has been published
over a thousand times, launched four Internet-related
startup companies, written 20 technical books and maintains three blogs.
You will
learn:
How
blogging and podcasting can push your message to your
target markets
How
to know if blogging or podcasting, or both, are right
for you
Simple
steps for starting a blog quickly so you don't waste
time
How
PR people can blog about their clients ethically
and why it's OK
for them to
ghostblog for their clients
What to do if you think you
don't have anything interesting to blog about
How
to quickly find influential bloggers who can spread the word
about you
Time-saving tips for blogging frequently
What
bloggers can learn from Mrs. Fields Cookies
Why journalists love quoting bloggers
Tips
for pulling traffic to your blog and encouraging readers
to comment
The power of posting comments at other blogs...and how
much time you should spend
How blogs and podcasts can pull journalists from
traditional media to you
Tips
for starting your own podcast without turning it into a
***major*** chore
Where
to publish your podcast for the greatest reach possible
How
to incorporate blogs and podcasts into social networking
sites
The
best way to build relationships with bloggers and
podcasters
Dave's best advice for using social networking sites to
spread your message
And his tips on how to stay on top of social networking
and determine which
sites are best for you
  Lesson
#5:
How to Target TV & Radio
Guest experts:
Wayne Kelly, host of "The Wayne and Jayne Show" on KBS
Radio in British Columbia, Canada and Shawne Duperon, a
TV reporter and producer
You will learn:
How
to know months ahead of time the kinds of stories and
guests that TV and radio
stations want
Evergreen
stories they cover year after year and how to get in on
the action
How
to piggyback your story idea onto breaking regional,
national or international news
How
otherwise boring companies found their way onto TV and
radio shows
Wild,
wacky ideas that radio talk show hosts love
How
to tie story ideas into the holidays...even minor
holidays that few people
know about
The
very best month of the year to pitch TV and radio ...
the odds are
definitely in
your favor!
The easiest way to find "The Queen Bee" in every TV
newsroom--and court her!
How
to know who's who at radio stations and whom to pitch
Tips
for tying your story ideas to the elections and the
Christmas holidays
Ideas
for encouraging radio and TV reporters to participate in
your story
How
shooting your own video can get you onto the evening news
The
kinds of feel-good stories that radio and TV stations
love
How
a chocolate-covered Coney dog can get you coverage on TV
The
one thing you must know about every radio show you're
pitching so you don't waste
precious time
Why
controversy is king, and how to create a controversial
story
How
to research radio and TV shows so you can impress
producers and talk show hosts
The one angle that's almost guaranteed to get your
story on TV, even for a dull
topic
The secret
weapon that can penetrate newsrooms and get you
onto TV or radio
How your media plan can include tie-ins to breaking
news
What
a blind date can teach you about talking in sound bites
How
to know what TV reporters want you to say during a taped
or live interview
How to encourage radio and TV reporters to mention your
website on the air
How
to incorporate public service announcements into your
media plan
Lesson
#6:
How to Target Print Media
I show you
how to find and include newspapers, magazines, business
journals, trade
journals and even newsletters in your media plan and how
to identify your best contact.
You will
learn:
How to target the best print publications that will
pay the biggest publicity
dividends
2 services that can result in calls from
journalists...many Publicity Hounds have had
great success with these!
14
terrific research tools for the print media...some
include all contact information
How to identify and track down a certain type of
journalist who can give you coverage
over and over again
An overlooked group of journalist who are often
hungry for story ideas
Tips for researching print media before you pitch
Where to find valuable clues about the kinds of
stories magazines want
Why ignoring newsletters is a major mistake--and how to
know which ones are
right for you
A
print publication that's even smaller than a newsletter
but well worth the time
How to find, identify and build a relationship with
freelance writers
How to incorporate stand-alone photos into your media
plan
Tips
for piggybacking off publicity for one of your
competitors...and how you might end up
with more ink than they got!
How to use editorial calendars...your roadmap to
publicity
Tips for taking journalists to lunch and
why you must
NEVER grab the check
Where
to find publications that want stories about consumer
products that make
great gifts
Why you shouldn't pitch yourself as a freelance
columnist...there's a far better way to
get a permanent writing gig
The big publicity mistake people make by ignoring
this one thing at their
websites
How to show newspaper and magazine people you know how
to play the game by
talking in their language
When to send press releases and when to pitch...most
people have this
backwards
Lesson
#7:
How to Pitch Your Ideas & Follow Up
I explain the
finer points of how to deliver your pitch by phone or
email, and even by snail-mail letter. You'll also learn
how to follow up without being a pest.
You will learn:
Why a customized pitch
is ALWAYS worth the extra time
Email pitching
tips that will keep you out of trouble
How
to get your email past those nasty spam filters
The Ten Commandments of phone pitching
A
temptation you must resist when pitching by email
The
one critical element your subject line must include
Sloppy
email errors that portray you as a rank amateur
Little extras that make your pitch enticing and
irresistible
Why
you should never write off an unresponsive
journalist...and the unexpected
surprise you must know how to handle
How
to pitch a related story to a journalist or broadcaster
who has already
covered you, without looking greedy
What
to do when a journalist you're targeting changes beats
or changes jobs
How
to respond to ProfNet queries, and why you MUST play by
the rules
The many ways that you pitch bloggers like you pitch
journalists
The one rule you should always follow when pitching a
blogger but never follow
when pitching a journalist
A common publicity tool that will make a blogger hit the
"delete" key if you send it
What
journalists really mean when they say "don't follow up"
2 questions you must never ask during a follow-up or
you'll be branded "clueless"
Lesson
#8:
Problems & How to Solve Them
In this wrap-up session, I show you how to
solve problems you might encounter while creating and
following your media plan. We'll also review
a checklist of questions you can
use in an emergency, designed to pinpoint story ideas
you thought weren't there.
You will
learn:
Why
following the plan exactly as you've written it is
almost impossible
How to find the time to do much of what you've
learned in this course
One
of the first tasks you should work into your plan...it
will pay huge dividends later
What
to do when your boss, co-worker or client won't
cooperate
The
magic list of questions that will almost always result
in a story idea...or two or three
2 places where you can find experienced and
inexpensive subcontractors
9 publicity-related tasks a virtual assistant can
perform to lighten your workload
Where
to find a free list of 100 tasks that many VAs perform
The
one publicity task a virtual assistant should never
perform...this
is so important you
must do it yourself
What
to do if your boss or client doesn't like the publicity
they've gotten
How
to deal with inaccurate or unfair stories...you
CANNOT ignore them despite what the
"PR gurus" tell you
A problem that can crop up if you're posting articles to
article directory sites and why you
shouldn't get rattled
What to do if somebody trashes you or your client on a
blog
How to respond when you move heaven and earth for a
journalist and get little in return
The
two best press release distribution services to work
into your plan
What
to do when a crisis erupts and disrupts or halts your
media plan
A
quick review of how to build your plan month by month
4
ways to capitalize on your publicity successes...you've earned it!
Rave reviews for the
course...
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I'm on
fire with the media...2 hits in one day!
 "Today,
using something I learned in class, I found
an article in
the Baltimore Sun that parallels my
work with leadership development for
volunteer leaders. I wrote a nice note to
the columnist with a few pithy comments. She
got back to me almost immediately asking for
permission to use it in a follow up article.
"I then saw a query in PRLeads
that was also a great fit for me. I kept my
comments short, just as you taught us. A few
hours later, she sent me a draft of an
article that showcased my thoughts, promoted
my contact information, and will run in a
publication targeted to my market."
Cynthia D'Amour
People Power Unlimited, LLC
Ann Arbor, MI |
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Keep up
with technology
 "As
a writer and a publicity consultant for the
past 12 years, I constantly monitor the
media industry to stay current with the
rapid changes in technology. Yet I was
concerned that I wasn't using new multimedia
tools to promote myself and help my clients
with their public relations campaigns. The
most valuable aspect of this course was
learning how to incorporate blogging, video
and podcasting into my media plan. Joan also
selected top-quality guest experts."
Karen Kefauver
Santa Cruz, CA
KarenKefauver.com
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Easy-to-understand nuggets
"I can sometimes get overwhelmed by all
of the details. Joan Stewart has a way of
distilling everything down to simple, easy
to understand nuggets. This course allowed
me to stop and focus on the task at hand --
creating a plan for garnering media
coverage. Rather than getting bogged down by
the details, I will now have a plan that
I can -- and will -- act on."
Erin Campbell
Assist-2-Sell, Inc.
San Diego County, CA
Assist2sell.com |
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Great
inspiration, expert insights, new resources
 "The
Media Plan teleseminars were a source of
great inspiration, information, expert
insights and new resources, especially the
discussions relating to new media. It's
vital for today's PR professional to tap
into the enormous opportunities that online
outlets represent. These sessions provide
practical information for successfully
integrating them into a comprehensive media
plan."
Mary Ann Miller
Mary Ann Miller Communications
Pittsburgh, PA |
The entire course is yours for only $397
But
That's Not All...You'll Get These 3 Bonuses:
 Each
student will get a free copy of my ebook, "How to be
a
Kick-butt Publicity Hound." Many of the
topics that we'll cover
in the course are explained in more depth in this
book. This is my
most popular ebook (a $97 value). As soon as your
order has
been approved, we'll email you the link for the
book.
Two
handy notepads with "10 Magic Phrases the Media
Love."
We'll ship these to you as soon as your order has
been approved.
You can use them as cheat sheets when you're talking with the
media
on the phone.
A list of more than 200 story ideas
from January to December, ideal for print and broadcast
media.
You are invited
to
steal
these ideas and use them in your own Media Plan.
You can find this list in your handouts.
Why Should You
Learn from Me?
-
 I've
created dozens of media plans for corporate clients,
and I know all the tricks, all the shortcuts and all
the areas where you absolutely can't cut corners.
-
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.
-
My
website has turned into a high-traffic destination
for people looking for advice on how to generate
free publicity.
-
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.
-
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.
OK, stop
twisting my arm! I'll throw in this final bonus:
This course comes in
one of three formats:
Order
the set of 8 CDs in a handsome Publicity Hound zippered
carrying case and download the electronic handouts as soon as
your order has been approved.
Only $397 plus free shipping
(save $20)
Click
here to order the 8 CDs for $397
Or make two payments of
$208.50 ($417)
Click here to make two payments
* *
*
Don't want
CDs? The entire course is available as MP3 files. These
are on a CD that will be shipped to you, along with the
zippered CD case. Download these files to your hard
drive, then to your MP3 player.
Only $397 and free shipping
Click here
to order the MP3 files on a CD for $397
* * *
Don't want
audio? The entire course is available as an edited,
easy-to-read, 172-page electronic transcript, including
handouts. The PDF file has live links and bookmarks.
This is NOT a printed transcript, although you may print
it
from your own printer if you wish. You can download the
file as soon as your order has been approved.
Only $397
Order
the electronic transcripts for $397
You have my personal guarantee, and absolutely
nothing
to lose
 I'm
so confident you'll be thrilled, that if I can't teach
you how to create a media plan, 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 to market your business during the next 12
months.
Warmly,
P.S. Imagine
the look on your competitors' faces when they start
seeing you everywhere--newspapers, magazines, trade
journals, social networking sites, blogs, and on radio
and TV.
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