Publicity tips/Comment on the Olympics February 22, 2006
The Publicity Hound's
Tips of the Week
Issue #282 - February 21, 2006
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.publicityhound.com/
http://www.publicityhound.net/ (Blog)
The Publicity Hound®
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In This Issue
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1. Comment on the Olympics
2. Make House Calls
3. The "Oprah" Challenge
4. Don't Fight with Reporters
5. How to Get in Front of McDonald's
6. Help This Hound
7. Hound Joke of the Week
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1. Comment on the Olympics
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I can hardly tear myself away from the Olympics coverage on NBC.
I know, I know. The ratings were never lower, and most of you are a lot happier watching "American Idol," "Desperate Housewives" and "Grey's Anatomy."
But I don't care. From the couch where I'm sitting, there's more gripping drama in one hour of Olympics coverage than in an entire week's worth of junk on all the other stations.
Take the last two nights, for instance. On Sunday night, three couples competing for the gold in the ice dancing competition--the least risky of the four figure skating events--either let go of each other, tripped, or wabbled, then fell over and landed on the ice.
Italians Barbara Fusar-Poli and Maurizio Margaglio, who returned from retirement for the Torino Games, were among them. Going into Sunday night's first round of ice dancing in their home country, they were in the lead. As they skated past the judges, Margaglio lifted Fusar-Poli to shoulder level. She wobbled, he lost his balance and they stumbled down, touched the ice and watched the gold disappear.
But that was just the warm-up for what would become an Italian soap opera for all the world to see. Fusar-Poli got up off the ice, stood and stared holes through her partner, then refused to look at him or talk to him the rest of the evening--at least while they were on camera. When she broke down in the "kiss and cry" area, her partner knew better than to try to comfort her.
Just before last night's competition, the two arrived at the arena separately, warmed up separately, and barely acknowledged each other. Then they took to the ice for a sterling performance that resulted in--ta da!--a lovefest on the ice.
So what does this mean to you, just a plain old Publicity Hound? If I were working in the media, I'd love to hear these kinds of pitches:
--Sports coaches, psychologists and skaters commenting on Fusar-Poli's behavior. Was it tacky to take it out on her partner? Or, in the end, are they both real pros for pulling off a great performance during their hissy-fit?
--A fashion expert commenting on the outrageous costumes. Some are stunning. Many look like they came from my rag bag. A few look more at home in a strip joint. Read more about it at http://www.nbcolympics.com/figureskating_icedancing/
5116205/detail.html
--How about lining up two snowboarders at your school to take opposite sides and comment on Friday's horrible display by snowboarder Lindsey Jacobellis? With just a short distance to the finish line, she was far ahead of her closest competitor, then lost the gold when she performed what's called a backside method grab, wiped out, then continued down the hill to win the silver medal. Was she showboating, or is it all part of the artistry of the sport? There's a real debate under way, depending on how old you are. You can read about it at http://www.nbcolympics.com/snowboarding/5116870/detail.html
--If you aren't watching the Olympics, try contacting the TV columnist for your local metro newspaper and explain why. You could be the local angle to this international story.
--Ad agency execs can comment on the best and worst TV commercials with an Olympics theme. My favorite? The Allstate commercial where an out-of-shape couple rent skates and go for a whirl on the ice to the 70s tune "The Hustle," until the guy skates backwards into a building, and snow from the roof falls onto his car and crushes it. My least favorite? That annoying SBC commercial with the lyrics from "All Around the World." It's permanently embedded in my brain.
--Will somebody out there please explain why curling is a sport? If you're a curler, this is your chance to defend yourself.
How about taking a quick poll or survey and reporting the results to the media before the games end Sunday? "Special Report #19: How to Use Polls and Surveys That Brand You as an Expert" gives you lots of ideas on how to use these for some quick publicity. Order at http://tinyurl.com/6uz9g
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2. Make House Calls
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Sometimes all it takes just a little twist to turn a story idea that goes "thud" into one that scores a home run.
Thanks to Nancy Pierce of Racine, Wisconsin for reminding me about this when I spoke to the Association of Women in Communications last week. She told me The Racine Journal Times recently featured an article on the front page of its business section about her husband, Thomas Hall, an attorney who makes house calls.
In addition to listing virtually every service he provides, the article even said that his hourly rate of $265 is far lower than the $365 he charged when was with one of Milwaukee's biggest law firms. And an accompanying photo shows Tom, leaning back in a chair and looking relaxed, while visiting with a client at the client's office.
Here's the best part. At the end of the article, the reporter listed Tom's telephone number and email address. It doesn't get any better than that. The article was picked up by MyShingle.com and Findlaw.com.
"It has resulted in a mixed range of work that has been fun for him," Nancy said.
The Publicity Hound asks: Do you make house calls in your business? If so, it could be the perfect hook.
Sole proprietors can generate just as much publicity as the Goliaths. Jeff Zbar, the SBA Small Business Journalist of the Year for 2001, explained how when he was a guest during a teleseminar I conducted called "The Fastest, Cheapest and Easiest Ways to Publicize Your Small Business--Even If You're a Solo Entrepreneur." It's packed with Jeff's best tips on how make a big publicity splash. Read more about what you'll learn from this CD or electronic transcript at http://tinyurl.com/q559j
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3. The "Oprah" Challenge
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Dan Janal of PRLeads says no authors came forward to prove they made at least $10,000 in book sales after one appearance on "Oprah."
Thousands of authors read this newsletter and some of them have been on "Oprah." So I'm not quite sure what to make of it.
"I am so sick of hearing authors say, 'If only I can get on Oprah, then my book will really take off," Dan wrote in his blog at http://prleads.com/blog/2006/02/take-oprah-pr-leads-challenge.html
I agree with him. Too many authors are looking for the magic bullet that will propel their book to the top of the best-seller's list. About the only time that happens is when Oprah anoints an author with star status in her Book of the Month Club. For the rest of the authors, it's a lot of hard work, and it means experimenting with any and all marketing strategies just to turn a profit.
Does that mean you should cross "Oprah" off your media list? Of course not. But don't even waste one minute pitching her producers unless you have a lot of experience with TV interviews, and unless your topic hits one of her hot buttons. Learn what they are by listening to the teleseminar I conducted with Susan Harrow, who outlines the entire strategy for getting onto America's Number One daytime talk show. The interview is available as a CD or an electronic transcript that you can download and be reading in minutes. Read more about what you'll learn at http://tinyurl.com/855eb
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4. Don't Fight with Reporters
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Don't pick fights with reporters if you think they didn't credit you adequately in an article. But stand your ground and ask the reporter to explain why.
That's what I told JoAnn Hines, a.k.a. The Packaging Diva, when she emailed me a few days ago with this problem:
"I have been contacted by a reporter for a well-known newspaper several times. I have openly shared information and resources, hoping to be cited in the paper as a resource in the article.
"Recently this writer contacted me about an article I wrote in November for a follow-up story. I happily shared all my resources and information. The story came out this weekend with no mention of me but citing all my sources and examples. In addition, the new story bears a remarkable resemblance to mine written previously. I don't want to alienate the reporter but I'm really ticked about this. Do I say something to the reporter who used my material?"
I worked as a reporter and I know the immense deadline pressure that comes with the job. But she won't gain anything by picking a fight. I suggested she thank the reporter for using her as a resource, then ask: "I'm curious. Was there a reason you didn't attribute the information I gave you to me?" Listen to the response. The relationship might still be worth developing so you might end by saying, "Please feel free to call on me again."
You can read more responses to a similar problem at my blog at http://publicityhound.net/?p=384
Stay in the media's good graces whenever possible. But you must know what to expect, depending on which type of reporter you're dealing with. "The Dangerous Hidden Secrets of Print and Broadcast Reporters" explains the pros and cons of working with reporters from newspapers, magazines, TV stations, radio stations, websites, and wire services. Read more about what you'll learn from this CD or cassette tape at http://tinyurl.com/g54jk
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5. How to Get in Front of McDonald's
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This week, three Publicity Hounds have tips for Jon Merz of Albany, New York on how to get in front of McDonald's and Burger King with a marketing idea that involves a joint venture with his company.
From Candy Tutt:
"If McD and BK don’t want your idea, why not pitch it to a local chain that is just as deserving of high-profile publicity? Hey - we’ve all eaten better burgers and fries at places other than the Big Two!! So try going down the 'food chain' and see if a competitor will work with you."
From Carl Bromley:
"In McDonald’s Corporation FAQs, there is a small amount of additional information that corporate employees, franchise owners, and suppliers have an inside track. If you know anyone that fits one of the three categories above, that might be your best channel."
From The Publicity Hound:
"If you can find their agency of record, you might try going through that door."
You can read the complete responses or add your own at my blog at http://publicityhound.net/?p=464
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6. Help This Hound
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Michelle Meacham of Sturgeon Bay, Wisconsin writes:
"While I represent a fairly large bank with $1 billion in assets, all of our 27 locations are in small Wisconsin markets. The largest is in Green Bay.
"It seems that nearly all of the public relations resources I have found are oriented to national or at least multi-state (large regional) organizations. How does a big fish in a little pond make a continual splash within the limits of local media and conservative community thinking?
"I know many PR tips can be translated to any scale, but a lot of the really good stuff (i.e. Google searching on media contacts) is of extremely limited value in these itty-bitty markets. Even blogging hasn't really caught on here yet. I know I'm asking for the best of both worlds, but how do I bring big-city PR value to "I-know-all-my-neighbors" communities?
The Publicity Hound says: Even though we're both small-town Cheeseheads, Michelle, I'm sure lots of Hounds from little burgs and the big cities all over the world will have terrific ideas for you. Hounds with tips for Michelle can post them at my blog at http://publicityhound.net/?p=501
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7. Hound Joke of the Week
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Why did the thoughtful father buy his six children a Dachshund?
So they could pet it all at the same time.
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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