Publicity tips/Cleaning up after 6-6-06 June 13, 2006

The Publicity Hound's
Tips of the Week
Issue #298 - June 13, 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. Cleaning Up After 6-6-06

2. When You Need a Photo NOW

3. Wal-Mart's Dumb "No Comment"

4. Media Leads

5. Promoting Wedding Seminars

6. Help This Hound

7. Hound Joke of the Week

8. And at My Blog...

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1. Cleaning Up After 6-6-06
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What's the best time to generate publicity?

When a major breaking news story points to a problem--and your product, service, cause or issue provides the solution.

Last week, for example, vandals here in Wisconsin desecrated more than a dozen sites on the grounds of Holy Hill, an historic Catholic shrine that sits high atop a cone-shaped glacial hill, to mark the occasion of 6-6-06. In the New Testament's Book of Revelation, triple sixes are the mark of the Antichrist, and the criminals apparently were celebrating Satan's birthday.

They spray-painted phrases like "Hell on Earth," "I'm Glad they Killed Jesus" and "Hell Will Rule." They drew a devil's pitchfork and spray-painted the misspelled word "Satin" at the 13th station of the cross, which depicts the body of Jesus Christ being removed from the cross after his crucifixion.

Police apprehended two cousins, ages 17 and 23, when the idiots returned to the scene of the crime the following day, with four friends in tow, to show off their handiwork. Meanwhile, thousands of dollars in donations poured into the church to help clean up the mess.

I got sick to my stomach when I saw the news coverage, particularly when I read that the older of the two morons showed absolutely no remorse for the crime. And I kept waiting and waiting for what I surely thought would be a story about the company that would have the difficult job of removing all that paint from the statues and historic buildings.

How do you get paint off statues without damaging them? How long does the delicate procedure take? Does the contractor wash it off or sandblast it off? How much does a job like that cost? Will there be permanent damage to any of the statues? How does this task differ from removing spray paint from cement overpasses?

I saw a few casual references to the company in news stories, but that was about all. What a great chance it would have been for the contractor to explain how his company provides the solution to the problem. This would have been a perfect story for TV, too, because it had great visuals.

The next time you're the solution to a problem, let the media know. Jeff Zbar, the U.S. Small Business Administration's Journalist of the Year in 2001, says small businesses have lots of opportunities to publicize themselves. He detailed them all, and gave lots of examples of small businesses that caught his attention, during a teleseminar we conducted called "The Fastest, Cheapest, Easiest Ways to Publicize Your Small Business." It's available as a CD or an electronic transcript 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/3tbbp


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2. When You Need a Photo NOW
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When Nancy Mills needed a quick, well-done professional photo for her website, she didn't want to go through the hassle of tracking down photographers, comparing their prices, then waiting several weeks for the photo shoot.

So she posted this message to the Los Angeles Craigslist, the online community bulletin board at http://www.craigslist.org/ in the category "artists" and under the headline "Need a good head shot for my website":

"Would like to do the photo shoot this week on Thursday, June 8 in the morning if possible. A really strong digital photo is fine--because I need to walk out the door with jpegs.

"Like to take photo in your studio (preferably a Westside studio for convenience). Need really good lighting (like what woman doesn't?).

"Would like to pay around $100. I'd like to hear from you! Either e-mail me at: NancyMills@thespiritedwoman.com or call me at: 888-428-1234.

"Thanks so much, Nancy Mills"

Within two hours, she received 10 responses, including one from Damon Moss, a 32-year-old photographer who met all her qualifications and whose sample photos at his website were stunning. They booked a photo shoot immediately.

"He's a great guy and he totally went he distance for me," she said.

She ended up with lots of shots from which to choose and a fabulous photo--all for $100. You can see the winning photo at her website at http://www.nancymillscommunications.com/products/

I’m convinced the reason she got so many responses was because she posted it to the "artists" category, which was where it belonged. I would have posted it to the "small business" or "help wanted" categories and wouldn’t have gotten as many responses.

Keep Nancy's Craigslist shortcut in mind if you, too, need a photographer, or a freelancer to create a media kit, or a ghostwriter to write a how-to article for your local newspaper. Craigslist is a fast, fabulous way to find vendors for your publicity campaign. It's also one of the very best ways to create grassroots publicity for whatever it is you're promoting, from car shows to cooking classes.

And who better than Nancy Mills, the Craigslist expert, to teach you how? Nancy was my guest earlier this year during a teleseminar called "How to Use Craigslist as a Global Publicity Tool." It's available as a CD or electronic transcript that you can download and be reading as soon as your order is approved. Read more about what she'll teach you at http://tinyurl.com/geog2


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3. Wal-Mart's Dumb "No Comment"
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Wal-Mart is paying somebody in its legal department big bucks for some really bad advice.

Italian fashion group Fendi S.R.L. sued Wal-Mart in U.S. Federal Court on Friday, accusing the world's largest retailer of selling counterfeit handbags, wallets and key chains and passing them off as genuine at its Sam's Club warehouse stores.

The suit said, for example, that a Sam's Club store in Miami offered a black handbag bearing Fendi's trademark logo for $508.25, 45 percent less than the retail price of $930 for a genuine Fendi bag at stores such as Neiman Marcus and Saks Fifth Avenue in the United States and Fendi boutiques all over the world.

Fendi sought unspecified damages and asked that the court order Wal-Mart to destroy the counterfeit merchandise.

And how did Wal-Mart respond? It said it hadn't seen the lawsuit so therefore it couldn't comment.

Why do PR people and executives say stupid things like that? They look like wimps. If I were advising Wal-Mart's executives, I would have told them to say something like this:

"We haven't seen the lawsuit, but I can assure you that our company will not sell counterfeit goods. We will investigate the allegations thoroughly, cooperate with law enforcement officials fully, if necessary, and follow the letter of the law carefully. Our customers deserve nothing less."

Crisis counselor Clarence Jones, a former TV and newspaper investigative reporter, said Wal-Mart's comment is typical. When companies are sued, he says, they make it look as though there's a law somewhere that says they can't comment unless they've seen the lawsuit.

Jones contends that smart companies don't take their marching orders from their attorneys. Instead, they are as concerned about winning in the court of public opinion as they are about winning in a court of law. Companies like Chrysler and Johnson & Johnson listen just as carefully to their crisis counselors and PR advisors as they do to their legal department.

In the 1980s, Chrysler stopped the "turning back the speedometers" story from going any farther. Johnson & Johnson kept the public's trust during the Tylenol murders and today is the textbook example of how to respond during a crisis.

Jones, who was my guest during a teleseminar called "In a Media Crisis, Your Lawyer Will be Wrong," explains exactly what Chrysler did and the two things Johnson & Johnson did--against the advice of its attorneys--to keep public opinion on their side and to prevent the crisis from spinning out of control. It's available as a CD that can be shipped today. Read more about what you'll learn at http://tinyurl.com/zu7td


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4. What's Your Biggest Mistake?
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The first time President Bush was asked during a press conference about his biggest mistake as president, he dropped the ball by mumbling that he couldn't think of any. He was obviously embarrassed by the question and completely caught off guard.

When a reporter asked the same question at a press conference a few weeks ago, The Prez was ready. Without a second's hesitation, he referred to the war in Iraq and answered:

"Saying 'bring it on'...kind of tough talk, you know, that sent the wrong signal to people. I learned some lessons about expressing myself in a little more sophisticated manner. 'Wanted dead or alive.' That kind of talk. In certain parts of the world, it was misinterpreted."

What would you say if a reporter asked you about your worst business mistake? Or the biggest mistake you've made in life that you've learned from?

When I worked as a reporter, I frequently pulled that question out of my toolbox of tricks because the answer gives readers a really good look at what makes somebody tick.

If a reporter asked you that question, how would you respond? If you don't know, stop what you're doing--right now--and spend as much time as you need crafting a response so you're ready.

"What's your biggest mistake?" is one of 27 questions you had better be prepared for if you want to look cool, calm and collected during your next interview. You also need to know which of those questions you must respond to and which ones you can safely wiggle out of answering.

They're all in "Special Report #2: Questions You Can Expect Reporters to Ask During an Interview," the best $10 investment you'll ever make. You can order it at http://tinyurl.com/6uz9g


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5. Promoting Modeling Workshops
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This week, 7 Publicity Hounds offer advice to Roxie Hickman of Racine, Wisconsin. She needs ideas on how she and her daughter, a professional model, can promote their series of workshops for girls who want to be models, and their parents.


From Derek Fisch:

"Set up agreements with businesses that already reach your target market. In your case this would include fashion photographers, salons, certain clothing stores and other places where these girls frequent. Offer these businesses a cross-referral partnership or something else in their best interest. With the photographer, for instance, promote him (or her) at your seminar in exchange for him promoting your seminars to his clients. With just a little legwork and minimal expense, you can form a network that extends you marketing reach hundreds of times over."


From Tag Goulet:

"I owned a seminar company for five years and am now co-CEO of FabJob.com which publishes career guides (including the FabJob Guide to Become a Model). I can give you a key piece of advice to reach this market. Invite model agents, preferably from top agencies in your area, to be guest speakers or otherwise participate in the seminar. Advertise the fact that agents will be at the seminar. This market does not want to spend a lot of money for seminars, so you are much more likely to get would-be models to attend if they feel it will give them the opportunity to meet agents and possibly be 'discovered.'"


From Renee Whitcombe:

"Where do girls 12-25 with an interest in/potential for modelling hang out? How about fitness facilities like dance/yoga studios and health clubs? Grooming establishments like hair/nail salons, beauty supply stores? Vitamin stores, health food stores, Smoothie shops? Hip retail boutiques? Once you pinpoint their whereabouts, post flyers, ask the vendors for involvement, support and even sponsorship."


The Publicity Hound says: Roxie, this is the perfect time to piggyback off the new show called "The Janice Dickinson Modeling Agency" which premiere's at 9 p.m. tonight on the Oxygen channel. Supermodel Janice Dickinson is hosting her own reality show in which she'll be interviewing women for actual jobs, not for a showy process of elimination. Your local daily newspaper, the Milwaukee Journal Sentinel, printed a big story on this in last week's paper. So call the editor of the Cue section and suggest a story about your seminars as a "tie-in and follow-up." (Use those exact phrases.) But limit your phone pitch to 30 second or, preferably, 15. PR whiz Raleigh Pinskey shows you how to catch an editor's attention within just a few seconds with her her advice on "How to Create the Perfect 30-Second Pitch," available as a CD or an electronic transcript that you can download as soon as your order is approved. Read more about what you'll learn at http://tinyurl.com/6xghx


Read all the responses at http://publicityhound.net/index.php/how-to-be-a-model-seminars-need-promotion-publicity-ideas/


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6. Help This Hound
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Jenn Wright of New Zealand writes:

"How would your Hounds promote Adventure in New Zealand for mid-life women (typically 45-65) which combines life coaching and moderate adventure in a landscape unmatched?

"Target market: professional women who are not''athletes' but who have moderate fitness, and are at a place in life where they want to push their inner/outer boundaries and grow exponentiallly.

"The 6 day/5 night adventure costs $1,999 and is all-inclusive. It's on a private, one-of-a-kind track that traverses in four days amazing rainforest, sea cliffs, beaches, and a distance of about 22 miles. The track, a challenge for most women, is combined with one full day of inner exploration/bonding before the track, and a 10-step Heroine Process is "worked" throughout the track via group and individual coaching sessions.

"Accommodation is group style, unique, cozy, comfortable. (no roughing it!) and healthy meals. My website is at http://www.midlifeheroine.com/mea.html What ideas to your Hounds have for how I can promote this in the U.S.?"


The Publicity Hound says: I'm tempted to pack my bags, Jenn, but before I do, I'll call on all creative, helpful Hounds to post their best ideas to my blog at http://publicityhound.net/index.php/new-zealand-travel-adventure-needs-pr-ideas/


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7. Hound Joke of the Week
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"If you are a dog and your owner suggests that you wear a sweater, suggest that he wear a tail."
--Fran Lebowitz


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

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

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8. And at My Blog...
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Family circle editor wants lifestyle products, ervices
http://publicityhound.net/index.php/family-circle-editor-wants-lifestyle-products-services/

PR stars sought for PR Week's '15 to Watch' contest
http://publicityhound.net/index.php/pr-stars-sought-for-pr-weeks-15-to-watch-contest/

Worst Internet Marketer contest has $12,000 in prizes
http://publicityhound.net/index.php/worst-internet-marketer-contest-has-12000-in-prizes/

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Where to Meet or Hear The Publicity Hound®

June 24: Naples, Florida

Public Relations Society of America, Sunshine Chapter District Conference,"Savvy Media Relations: How to Get FREE Print, Broadcast and OnlinePublicity," from 9-11:30 a.m., Ritz-Carlton. Register athttp://www.prsagulfcoast.org

July 7: Milwaukee, Wisconsin

"How to Use the Media to Promote Your Expertise and Get Thousands of Dollars in Free Publicity," Network SOHO, Radisson Hotel, 2303 N. MayfairRoad. Registration at 7:15, breakfast at 7:30, program from 8 to 9. $20.To register, mailto:nicole@corebusinessstaffing.com

***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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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