Publicity tips/Al's Morning Meeting February 28, 2006

The Publicity Hound's
Tips of the Week
Issue #283 - February 28, 2006
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.publicityhound.com/
http://www.publicityhound.net/ (Blog)
The Publicity Hound®

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"Tips, Tricks and Tools for Free Publicity"
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In This Issue
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1. Al's Morning Meeting

2. Customize Press Releases

3. The Harley Museum

4. Media Leads

5. Promote a Big Bank in a Small Town

6. Help This Hound

7. Hound Joke of the Week

8. And at My Blog...


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1. Al's Morning Meeting
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Ever wish you could get inside the minds of journalists to watch how they think?

Puzzled about what journalists consider news because it bears no resemblance with what you think is newsworthy?

How would you like an inside track on what could be the next hot story of the day? And wouldn't it be cool if you could pitch that next hot story to journalists in your own community?

Start reading Al's Morning Meeting, the online column filled with story ideas that journalists can localize for their own print and broadcast media. It's written by Al Tompkins of The Poynter Institute, the school for journalists in St. Petersburg, Florida. And it includes not only his own ideas, but items about great stories reported elsewhere that could be localized by just any other media.

I left the newspaper business 10 years ago, but I still read Al's Morning Meeting fairly regularly because it's chock full of story ideas I'd love to assign if I worked as an editor.

Al posts several ideas each week. Here's a sample of recent items:

--Some schools offer high-speed Internet access and lightning-quick computers, while others have outdated machines and no Internet connection. Much of the determining factors have to do with how much money the PTA raises or whether a benefactor steps forward.

--The Detroit News found that more than 100 dead people "voted" in the last election.

--WTVF-TV in Nashville reviewed more than 136,000 parking tickets for the past two years. Of those that have been adjudicated--88,000 were guilty--the drivers paid the fines. But almost 16,000 parking tickets were dismissed or, in court language, retired--and no one can say why.

--Police are upset about a video game that allows players to shoot officers.

--The Great Backyard Bird Count is an annual four-day event that engages bird watchers of all levels in counting birds and reporting their results to create a mid-winter snapshot of the numbers, kinds and distribution of birds across the continent. Participants count birds for as little or as long as they wish during the four-day period and tally the highest number of birds of each species that they see at any one time.

--For parents who want to spy on their kids, Wired.com gives parents a "cheat sheet" on how to see what their kids are posting on their MySpace.com pages.

If you read Al's ideas regularly, chances are good you'll find something that ties into what you do. Then you can pitch the idea to reporters in your own community and look like a hero. If they cover the story, guess who they'll probably quote? This column is for serious Publicity Hounds only. Check it out at http://www.poynter.org/column.asp?id=2

When you have a great idea, learn how to pitch it in 30 seconds or less. Publicity pro Raleigh Pinskey is the Queen of Pitching, and she shows you exactly how to do it on the CD or electronic transcript "How to Create the Perfect 30-Second Pitch." Watch how Raleigh turns long, boring pitches that can put you to sleep into sizzling sound bites that practically grab a reporter by the throat. It comes with a list called "Raleigh's 26 ways to reel 'em in with your pitch" that you can download and be reading as soon as your order is approved. Read more about what you'll learn at http://tinyurl.com/6xghx


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2. Customize Press Releases
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When you write a press release, how many different versions do you write?

Just one? You'll kick yourself when you hear about what Publicity Hound Kathi Petersen does.

When Kathi told me she wrote nine versions of one release for a fund-raiser she was publicizing, I thought she was kidding.

Then she told me about "The Doors of Asheville," a fund-raiser in which local artists in Asheville, North Carolina painted doors that were sold at an auction to raise money for an affordable housing agency.

She could have written the same one-size-fits-all release, then crossed her fingers and hoped for the best.

Instead, she identified nine different media where she wanted the story covered. And because no two media were the same, she wrote nine different versions of the release.

The result? An absolute glut of publicity in local newspapers and magazines, on TV and in community newsletters. Each media outlet felt as though the press release it received was exactly what their audience wanted.

I asked her to write about her strategy for the March/April issue of The Publicity Hound subscription newsletter, and she did. Her article shows how she took just one event--and with some creative twisting, tweaking and retooling--turned it into nine separate stories.

The March/April issue also includes 3 rules for working with celebrities who you want to appear at your special event, how to follow up with reporters, 4 new magazines and a new technology column to add to your media list, how to write killer blog posts and comments, an inexpensive subscription service where you can have access to pitching tips for 149 magazines, where to learn what's hot at Los Angeles radio stations, where to get a free manuscript critique and a free book marketing newsletter, and how to be a guest on an Atlanta talk radio show. All for only $10.

Order the March/April issue for $10 at http://tinyurl.com/rg7zs

Or save time ordering individual issues and get a year's subscription for $49.95 at http://tinyurl.com/co57d


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3. The Harley Museum
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When Harley-Davidson unveiled plans last week for a $95 million museum here in Milwaukee, the Milwaukee Journal Sentinel splashed a big beautiful color photo of the museum on the front page.

Since the museum isn't built yet, but bikers and other visitors appear in the foreground of the photo, I'm guessing that what I saw was a computer-generated architect's rendering.

It was a lot more interesting than the cliche shot of company executives pulling a piece of cloth off an architect's rendering that's sitting on an easel at a press conference. You know what I'm talking about because you see these all the time on the news--staged press conferences with smiling people in suits and ties making "announcements" and acting as if the press conference is, in fact, the news.

Yawn.

The next time you're tempted to do something like that, think twice. The media hate, hate, HATE press conferences. The only thing they despise even more are ribbon-cuttings. And ground-breakings. And check-passings. And what they call "grip and grin" photos of somebody receiving an award---gripping the hand of the presenter---and looking into the camera with a dumb grin on their face.

No Publicity Hound worth its pedigree would ever try to wimp out with something like that.

"Fun Alternatives to Boring Ground-breakings, Check-passings and Ribbon-cuttings" gives you dozens of ideas on how to lure the media to an interesting, fun event without resorting to a cliche production they've seen a million times before. Read more about what you'll learn from this CD or electronic transcript at http://tinyurl.com/7cl6z

"Creative Alternatives to Boring Press Conferences" shows you how to steer clear of the tired press conference and plan a special event, or even a publicity stunt, that will attract reporters in droves. Read more about what you'll learn at http://tinyurl.com/c6mnh

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4. Media Leads
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--Freelance writer Marika Flatt is creating a gift guide for moms for Austinwoman magazine, a 25,000-circulation monthly, to be published in May. She's interested in a broad range of products and services that would make good gift ideas for mothers. Email a one-paragraph description of the product, the price, and where it can be bought. If you have specific retail information for Austin, Texas, please note it. She will accept press releases by email only. Deadline is March 15. Mailto:marika@prbythebook.com Put "Mother's Day Gift Guide" in the subject line. Marika is a freelance writer, and hard copy press kits sent to the publication's office will be delayed. Don't send images unless they are requested. Tips courtesy of The Gift List, a subscription-based service that has done more than 600 hours of research to find the the national magazines, regional magazines, the top 250 newspapers, top radio stations and news services that want news about products and services. Learn more at their website at http://www.tinyurl.com/9es8y.

--Executive recruiter Norman Lieberman is writing a book on how to get a significant pay raise and wants to interview people about their experiences with raises--good or bad. "Plus, for a very select few people, I will offer to help them secure a great pay raise in return for use of their story. In order for me to help someone, there are some criteria they need to meet before I'd accept them. I'll cover that when they email me their interest level." He prefers people who make up to $250,000 a year. Real names and company names don't have to be used. Mailto:Norman@thepayraisecoach.com


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5. Promote a Big Bank in a Small Town
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This week, nine Publicity Hounds have tips for Michelle Meacham. She wants ideas on how to promote her big bank in a small town in Wisconsin.

From Tom Reitz:

"Why not tap into the nostalgic Baby Boom generation by offering everyone who opens a new account a toaster oven...I’m sure there’s a U.S.-based appliance company that would work with you to reduce the wholesale price. Play up the nostalgia factor in graphics and advertising for the campaign. Acknowledge that it’s a cheesy gimmick--poke some fun at yourselves and the banking industry when they did give away such things as toaster ovens years ago. If you’re looking for young people to open up accounts, then is there a toy toaster oven, akin to an Easy Bake Oven, which could be given to kids?"


From Casey Fryda:

"My employer operates in many of the same 'I know all my neighbors' communities. We’ve found that the best community relations still come from having our own executives and employees go out and talk with small groups--town hall meetings, civic and religious groups, etc. Bring big paper and markers to leave a real picture in people’s minds. You might want to get a few people to volunteer to make the circuit, talking about issues like 'How to Keep a Construction Project Under Budget' or 'Creating Kids who are Super Savers' or 'What That Credit Card Company Doesn’t Want You To Know' or 'Improve Your Finances in Just Two Hours Per Month.'"


From Marcia Yudkin, author of the book "6 Steps to Free Publicity":

"A year ago I presented a seminar to the New England chapter of the American Banking Association Marketing Network on creative publicity ideas for banks. I suggested dozens of angles for getting local publicity and explained how to execute the ideas. Here are just a few of those dozens:

--Banking trends: local usage of online banking/bill-paying versus national usage

--Banking-related measures consumers can take to prevent identity fraud

--Job growth and how the bank is helping

--Insights from your vantage point on how the local real estate market is changing

--What you’re doing about your environmental impact"

Read all the responses at http://publicityhound.net/?p=501


The Publicity Hound says:

Write how-to articles for local newspapers, magazines and even small community newsletters. They position your executives as experts, and getting these articles printed is like the publication giving you its stamp of approval. "How to Write How-to Articles for Newspapers, Magazines & Trade Journals" shows you how to write a simple 500-word article and gives lots of advice on how to work with editors and recycle the same article over and over again. When you order the CD or electronic transcript, you'll also be able to download a how-to article on how to write how-to articles. Use it as a template to write your own article. Read more about what you'll learn at http://tinyurl.com/hwymo


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6. Help This Hound
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Tom Wray of Chicago, Illinois writes:

"I publish a small webmagazine that covers a portion of the gay community in the Great Lakes area. My core coverage area is Illinois, Wisconsin, Indiana and Michigan with some coverage of Ohio, Minnesota and other states near the region. I’ve had it for four years, and the last year it's been called the Great Lakes Den at http://www.greatlakesden.com/

"What are some good ways to publicize a publication that doesn't have a print edition? I have a pretty decent readership--about 2,000 hits a month. But I would like to expand the readership so I can sell more ads, encourage groups to send me press releases, approach print publications and increase sales from the web storefront I have in conjunction with the magazine. I have good coverage and I’m already considered one of the best resources for news in this community for the region. The problem is getting more people to know it.

"I have almost no budget until I can start selling more ads. Also, the community I cover can be hard to reach. It’s the niche of a niche of a niche, with people often in isolated areas away from large cities and who may not want to advertise their membership in a gay leather community. Any suggestions?"

The Publicity Hound says: Generating publicity on the Internet is one of the specialties of my Hounds. C'mon, Hounds. Tom has offered lots of his own ideas when other Hounds needed them. Now let's return the favor and help him find readers in the Midwest who need the kind of information he offers. If you have a great idea, post it to my blog at
http://publicityhound.net/?p=507


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7. Hound Joke of the Week
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Sign at a veterinarian's office:

"We will be back in five minutes. Sit! Stay!"


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8. And at My Blog...
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Raleigh Pinskey coming to Wisconsin
http://publicityhound.net/?p=508

How to brand yourself in your blog
http://publicityhound.net/?p=509

What to do when newspapers view you as competition and won’t cover your news
http://publicityhound.net/?p=506

Create your own holiday before April 15
http://publicityhound.net/?p=500

Posting on Craigslist helps your PR, website page ranking
http://publicityhound.net/?p=505

***If you missed last week's teleseminar on "How to Use Craigslist as a Global Publicity Tool" you can order the CD or electronic transcript at http://tinyurl.com/jmkg3 Both are in production and will be sent to you in about a week.

DOG JOKES & QUOTES EBOOK: 170+ G-rated dog jokes and quotes, perfect for a dog-lover, your favorite vet, or just for a few good laughs.

BONUS: Buy the ebook and you also get a compilation of the 50 best websites for dog humor.
http://www.publicityhound.com/dogjokebook/

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Where to Meet or Hear The Publicity Hound®:


March 22: Waukesha, Wisconsin

2006 Micro Entrepreneur Expo, "How to Get F~ree Publicity," Part 1 from 5:30-6:15 and Part 2 from 8-8:45 PM, Waukesha Area Technical College; pre-registration $25 or $30 at the door (includes dinner). To register, call 262-695-3468.


May 16: Washington, D.C.

I'll be hosting a half-day public seminar called "Savvy Media Relations: How to Use Your Expertise to Get Thousands of Dollars in F~ree Publicity." Don't miss out on the early bird sign-up. Read all about it at http://www.Publicityhound.com/washingtondc.htm


May 17: Washington, D.C.

PMA University, Washington D.C. Convention Center. Robin Bartlett and I will present "Advanced Website Tricks to Pull More Traffic and Sell, Sell, Sell," 8:30-10:00 a.m. Sponsored by Publishers Marketing Association. Register at
http://www.pma-online.org/pmau2005/1.cfm


May 18: Washington, D.C.

PMA University, Washington, D.C. Convention Center. Penny Sansevieri and I will present "How to Turn Your Ezine into a Cash Machine." Sponsored by Publishers Marketing Association. 8:30-10:15 a.m. Register at
http://www.pma-online.org/pmau2005/1.cfm


***If you're in the National Speakers Association or the Public Relations Society of America--or another business, marketing or PR group--and you want details on how to bring in The Publicity Hound to do a fund-raiser for your chapter, or you want me to host a teleseminar customized just for your group, contact me at
mailto:JStewart@PublicityHound.com?subject=speaker_inquiry or call 262-284-7451.

***Attention Meeting Planners: If you're booking speakers for winter, spring or summer conferences or events, keep me in mind--even if you have a last-minute cancellation. I deliver high-content, interactive programs that are lots of fun. Call 262-284-7451 or mailto:JStewart@PublicityHound.com?subject=speaker_inquiry for details.

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Reprinted from "The Publicity Hound's Tips of the Week," a free ezine featuring tips, tricks and tools for generating free publicity. Subscribe at http://www.publicityhound.com/ and receive free by email the handy list "89 Reasons to Send a News Release."

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Joan Stewart
a.k.a. The Publicity Hound®
3434 County KK
Port Washington, WI 53074
U.S.A.
Phone: 262-284-7451 (Central) Fax: 262-284-1737