Publicity tips/Video press releases Sept. 19, 2006

The Publicity Hound's
Tips of the Week
Issue #311 - Sept. 19, 2006
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.PublicityHound.com
http://www.PublicityHound.net (Blog)
The Publicity Hound®

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New Teleseminars:

"How to Pitch the Best Bloggers and Create a Publicity Explosion"

When: 8:30 PM Eastern Time on Wednesday, September 20

Guests: I'll join Denise Wakeman and Patsi Krakoff, aka "The Blog Squad" so you get three experts for the price of one

(See Item #3 below.)

* * *

"James Malinchak's College Speaking Success"

When: 3 PM Eastern Time on Wednesday, September 27

If you're a speaker, author or expert on a topic that appeals to college students, learn how to grab your share of the lucrative college speaking market. More details in next week's newsletter
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In This Issue
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1. Video Press Releases

2. How Boring is Your Bio?

3. Harness the Power of Bloggers

4. Become a Heavily-quoted Source

5. Promoting a Cosmetic Surgery Book

6. Help This Hound

7. Hound Quote of the Week

8. And at My Blog...


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1. Video Press Releases
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If you've signed up for my 89-day email course on how to write press releases, you learned in Week 1 that we no longer write them only for journalists.

Posting releases online gives us the ability to write them for consumers who can find our releases through the search engines, click through to our websites, take a look around, and perhaps even buy--even if journalists don't think our news is important enough to cover.

That's why a press release that includes a video clip can be so incredibly powerful. Readers simply click on the video link and watch a short video of you extolling the virtues of your product or service. Or they watch you demonstrate a new product. Or interview a customer who has used it successfully.

The video just might be the one element of the release that pulls consumers into your sales funnel.

Expertclick.com, the subscription-based company that lets you post up to 52 press releases a year, is now letting subscribers add video to their releases. You can watch this short video of Mitch Davis of Expertclick explaining the new feature: http://www.NewsReleaseWire.com/13870

The video explains that you can also make money sending releases. You can "opt-up" to include your Google Adsense code so that you get paid for all the hits on the ads on your press releases and profile, or "opt-out" and have advertising-free pages.

Members can also include indexing by 39 key phrases for better search engine results. More multi-word key phrases help you connect with more journalists and ensure you are there when journalists search for your phrase. This is designed to give each member up to four times as much "cross-pollination." After all, journalists like several sources on each story.

Expertclick is also adding an 18-month online planning calendar that will let you post your own events such as speaking engagements and teleseminars. The calendar will then be available to journalists.

September 29 is last call for the 2006 discount pricing of $760. You'll get another $100 off if you tell them The Publicity Hound sent you. The 2007 base rate, which includes 52 press releases a year, will be $995 for the Yearbook of Experts. Call Expertclick at 202-333-5000 before the prices go up.

If you still haven't signed up for my free email course on how to write press releases, you can do so at http://tinyurl.com/jfr7j

Of if you don't have 89 days to spend learning this course, get a great overview from the CD or electronic transcript called "The New Rules of Press Releases: How to Write Them for Journalists, Not Only for Buyers." Read more about what you'll learn at http://tinyurl.com/ndwfo


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2. How Boring is Your Bio?
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When I read most bios, my eyes glaze over.

All those boring lists of every college degree ever earned and every job title ever held. Enough already!

But I snap to attention when I read the ones written by people like Tina Forsyth, co-author of the book "Money, Meaning and Beyond--27 Unexpected Ways to Create What Really Matters for Business Owners."

Here's the opening to her bio:

"Tina's first foray into the business world was at age 8, when she used her trusty tape recorder to create a radio commercial for her family's rental business."

Here's the opening to the bio written by her co-author, Andrea J. Lee:

"Andrea's experience with small business started at age 11 when she helped her Dad sort receipts and enter them by hand into a blue ledger book."

Stuffy bios written by executives rank among the very worst. Then there's the one written by Dan Early, president of Ascedia, an interactive marketing agency in Milwaukee. It includes these illuminating paragraphs:

"Non-work interests or hobbies: Play guitar and write and record my own music. Bogey golfer who just doesn’t get to play enough and who vows to make more time each year. An executive that drives a pick-up truck rather than one of those typical sedans. Loves to travel domestic and abroad and has only missed travel to two states: North Dakota and Alaska.

"Likes to read: Voracious reader of newspapers and periodicals, including sneaking the gossip magazines from my wife when I need to."

Is your bio any match for theirs? If it's in desperate need of a rewrite, "Special Report #46: Tips for Rewriting Your Boring Bio" will help you incorporate humor and even poetry into your bio. I give you examples of some of the most clever--and short--bios I've read. The special report includes a list of questions to ask yourself so you can generate compelling material and fun little facts for your bio. Read more about what you'll learn at http://tinyurl.com/sy2ox


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3. Harness the Power of Bloggers
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Still not convinced that you should be spending your time pitching bloggers? You should talk to the folks at Marriott International.

This past spring, Marriott began an aggressive program to reach bloggers, who influence everything from which airlines travelers choose to which hotels they select.

Marriott has asked bloggers to speak to its corporate communications team. The giant hotel chain is now inviting bloggers on press trips and feeding news to bloggers before they give it to the traditional media. For example, Marriott offered bloggers exclusive information about a plan to put airline check-in stations in its lobbies.

"A lot of business travelers are getting their information from blogs," said John Wolf, a Marriott spokesman, who was quoted in an article in the New York Times. "We wanted to have a better understanding of blogs."

Marriott has assigned an employee to monitor the blogosphere and generate daily reports on what bloggers are writing about the company. Marriott is also pitching ideas to bloggers, who can then turn around and spread the information to other bloggers.

Pitch the right bloggers, let them know you're familiar with what they write about and that you have something valuable to share, and they can be spreading the word about your company to thousands and perhaps millions of other readers by day's end.

But you have to know what you're doing. Pitch incorrectly, and bloggers can publicly humiliate you. I'm teaming up with The Blog Squad (Denise Wakeman and Patsi Krakoff) to present a teleseminar called "How to Pitch the Best Bloggers and Create a Publicity Explosion." Join us at 8:30 PM Eastern Time on Wednesday, September 20, for this 60-minute call and listen as we share the secrets of what the best bloggers expect if you pitch them. We all blog, so we know exactly what you should and shouldn't do.

Registration is $39 and includes a copy of the CD, which we'll mail to you. You can email questions to me at mailto:jstewart@PublicityHound.com?subject=BlogQuestion and we'll try to answer them during the call.

Register or order the CD or electronic transcript at http://www.PublicityHound.com/teleseminar.htm


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4. Become a Heavily-Quoted Source
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Many people who complain to me about getting little or no media attention fail to recognize a powerful tool that can bring journalists to them in droves.

They have, within their own organizations, one or more experts.

When journalists need story ideas, who do they go to? Experts.

When they need commentary on controversial topics, who do they call? Experts.

When a reporter can't understand lingo used in an industry the reporter has just been assigned to cover, who do they seek out? Experts.

Yet lots of companies and nonprofits assume that if the media don't call on their own experts, it means they aren't interested.

Not so, says Dan Forbush of Profnet, the service that links journalists quickly and conveniently with expert sources. Dan says you must be proactive and let busy reporters and editors know exactly who your experts are and how they can help.

For example, "If you have an expert who can speak on a 'hot topic' that is currently in the news, consider sending out media advisory alerting reporters to the availability of your spokesperson, and his or her position on the topic," he suggests.

And make sure all your experts are listed at your website, preferably in your online media room.

Dan has other suggestions on how to become a heavily quoted source, and he explained them in article he wrote for the September/October issue of The Publicity Hound subscription newsletter. The issue also includes tips on how to write photo captions, how to get your special event onto event calendars, the incredible shrinking half-life of articles, how to follow up with reporters after you've pitched a story idea, three new lifestyle magazines that debut this fall, a task to put on your publicity to-do list in October, how to recycle publicity from a speech you've given, 5 ways to sell more books on TV, where to find an online newspaper archive, two new and very cool tips booklets on publicity, where to get a free ebook on how to become a syndicated columnist on the web, and September/October story ideas.

All for $10. Order at http://tinyurl.com/erwqo


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5. Promoting a Book on Cosmetic Surgery
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This week, eight Publicity Hounds have tips for Dr. Barry Lycka, a cosmetic dermatologist from Alberta, British Columbia, on how to promote his book "Restoring Youth: How To Keep and Restore Your Natural Beauty."

From Carlo Tarini:

"Issue a press release on which Canadian politician has the best skin tone, or tips for Canadian Muslim women on looking healthy without sun exposure."

From Stef Simmons:

"I would, first of all, NOT make it sound really scientific. I am very involved in this industry, and know women are very emotional about beauty. Some dermatologists' books, although great, are just not very appealing to the trendier women of today. I would tie it into celebs by maybe using celebs' names/pictures for different types of skin factors. For example, for clear, blemish-free skin like that of (celeb's name), you can do A, B & C. For even-toned skin with no brown spots like (celeb's name) do A, Bor C. Send it to magazines like Life & Style, In Touch, Us, Star or People."

See Special Report #50: How to Piggyback Onto Celebrity News to Promote Your Product, Service, Cause or Issue" at http://tinyurl.com/p55pr


From Shel Horowitz:

"Partner with people who already have visibility--maybe a natural skin care/cosmetics company? A local spa? A newspaper or radio station sponsoring a large public event that attracts women?

Read all the responses at http://tinyurl.com/j25uf

Here's another tip for Dr. Barry. Excerpt content from the book and turn it into briefs, one of the easiest ways to get into the big magazines. Learn about the nine kinds of briefs from my CD or electronic transcript "Briefs, Fillers & Quizzes: How to Write Them and Why Editors Love Them." Read more about what you'll learn at http://tinyurl.com/d74h7


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6. Help This Hound
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Author DK Simoneau of Lakewood, Colorado writes:

"I have written a children's picture book, 'We're Having A Tuesday' that focuses on the issue of divorce. It goes beyond the typical book that centers on divorce not being the child's fault. Instead, it's a communication tool meant to help children and adults discuss the frustrations of the ongoing lifestyle change of shuffling between two homes.

"I really believe this book needs to be out there for parents, teachers, therapists, pediatricians, and the like to bring the topic out for discussion. I'm wondering what other Hounds think might are some good ways to get the word out about this tool that could help so many children affected by this prevalent occurrence in our society. I am open to ideas and suggestions."

Learn more about the book at http://www.werehavingatuesday.com

The Publicity Hound says: Hounds with great ideas for DK can post them to my blog at http://tinyurl.com/knoh3

I mentioned this last week and it's worth repeating. National Public Radio can be a publicity gold mine for authors. But you need to know exactly which shows are the best fit with your topic. Book publicist Lissa Warren, who has placed more than 100 clients on NPR shows, explains how to do it on the CD or electronic transcript called "How to Get Booked on National Public Radio." Read more about what you'll learn at http://tinyurl.com/ayms6


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7. Hound Joke of the Week
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Thanks to Leona Hamel from Orleans, Ontario, Canada for this one.


10 Reasons Why It's Great to be a Dog

If it itches, you can reach it. And no matter where it itches, no one will be offended if you scratch it in public.

No one notices if you have hair growing in weird places as youget older.

Personal hygiene is a blast: No one expects you to take a bath every day, and you don't even have to comb your own hair.

Having a wet nose is considered a sign of good health.

No one thinks less of you for passing gas. Some people might actually think you're cute.

Who needs a big home entertainment system? A bone or an old shoe can entertain you for hours.

You can spend hours just smelling stuff.

No one ever expects you to pay for lunch or dinner. You never have to worry about table manners, and if you gain weight, it's someone else's fault.

It doesn't take much to make you happy. You're always excited to see the same old people. All they have to do is leave the room for five minutes and come back.

Every garbage can looks like a cold buffet to you.


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.


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8. And at My Blog...
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Rosie O'Donnell's zinger a perfect
opportunity for Publicity Hounds
http://tinyurl.com/qate8

Political best-seller list
in NY Times' online edition
http://tinyurl.com/gqr2g

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Where to Meet or Hear The Publicity Hound®


October 31, 2006: West Bend, Wisconsin

University of Wisconsin, part of the "Adding to Your Organization's Toolbox--Media and Public Relations" series, sponsored by the University of Wisconsin-Washington County, UW-Extension, Volunteer Center of Washington County and The United Way of Washington County. I'll present "Savvy Media Relations: How to Get FREE Print, Broadcast & Online Publicity" for nonprofits from 8 to 9:30 a.m., followed by a media panel. Over lunch, from 11:30 until 1, I'll present "How to Write Powerful Press Releases." Registration is $35 for the first session and $8 for the luncheon session on press releases. To register, and to submit a press release that you'd like me to rewrite for the second class, contact Dan Anhalt at mailto:dan.anhalt@uwc.edu or(262) 335-5218.


March 17, 2007: Pittsburgh, Pennsylvania

"Savvy Media Relations: How to Get FREE Print, Broadcast and Online Publicity." 8 a.m. to noon. Details pending.


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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 NewsRelease."

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Joan Stewart
a.k.a. The Publicity Hound®
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Phone: 262-284-7451 (Central) Fax: 262-284-1737