Publicity tips/Mid-term elections & you October 17, 2006

The Publicity Hound's
Tips of the Week
Issue #315 - Oct. 17, 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. Mid-term Elections & You

2. Madonna's Adoption

3. Journalists Want to Blog

4. A Magazine Editor's Lament

5. Promoting a Health Rehab Facility

6. Help This Hound

7. Hound Joke of the Week

8. And at My Blog...


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1. Mid-term Elections & You
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From now until November 7 in the U.S., it will be all political news, all the time--complete with the mud-slinging TV commercials.

At least 11 hotly-contested Senate races--in Missouri, Montana, Ohio, Minnesota, Pennsylvania, New Jersey, Florida, Tennessee, Virginia, Washington and Connecticut--and the "Big Five" House races in Illinois, Washington, Florida, Minnesota and New York are keep the political prognosticators on the edge of their seats.

The mid-term elections are also a fabulous opportunity to generate publicity in the next few weeks. Here's how:

--The media love stories about two members of the same family, particularly a husband and wife, who are supporting opposing candidates.

--If you're an independent, contact reporters who are covering hot races in your state and offer your services. Newspapers and TV stations frequently round up groups of independent voters and ask them to watch candidates' TV commercials, or attend candidate debates, and give their reactions. Or journalists might want to shadow you right until Election Day when you've decided how to vote.

--What do you or your company or nonprofit see as the top issues? The war in Iraq? The economy? Immigration? Stem cell research? Abortion? Tax increases? Write a very strong letter to the editor of local newspapers and magazines commenting on how any of those issues affect you, and how you'll be voting.

--Has your organization endorsed a favorite candidate? If so, write a press release.

--Blog about your favorite candidate, or the one you hope loses.

--If you're working for a favorite candidate and you're using unconventional methods to campaign, pitch that as a story. Read the item at my blog that discusses the free roadmap for anyone who wants to campaign online: http://tinyurl.com/yaooqb

--Call talk radio shows and weigh in.

--Has your group taken a position on controversial issues such as gay marriage on your statewide ballot?

--Small businesses fuel the economy. Even if you're a sole proprietor, weigh in with your thoughts about how the election will affect your business.

--What are kids learning inside the classroom about the mid-term elections, and are any of them participating?

Or bypass the media altogether and write direct-to-consumer press releases about your favorite candidates and issues. David Meerman Scott explains why the old rules of writing press releases are ineffective. The new rules, he says, allow Publicity Hounds to reach out directly to consumers online with great success--even if journalists decide to never cover our news.

The 70-minute interview on "The New Rules of Press Releases: How to Write Them for Buyers, Not Only Journalists" is available as a CD or an electronic transcript that you can download as soon as your order has been approved. Read more about what you'll learn at http://tinyurl.com/ndwfo


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2. Madonna's Adoption
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Madonna's adoption of a 1-year-old boy from Malawi in Africa screams out for comment.

Child advocacy experts already are criticizing the Material Girl, and comments on talk radio across the region have accused her of going on a "shopping expedition" because she reportedly paid for the child. Others say children from poor countries shouldn't be adopted and brought to the Wealthy West. Read more about the story here: http://tinyurl.com/yl7o29

Are the comments fair or unfair? Here's how you can weigh in:

--Adoption agencies anywhere can offer their expert commentary.

--Parents who have adopted foreign children can call their local newspapers and TV stations for "the local angle" to this story and share their experiences.

--What are the advantages and disadvantages to international adoptions?

--If you were adopted as a child from a poor country and raised in a richer country, talk about it, and chances are good you'll be a part of this story.

TV stations, in particular, loves stories like this because video clips of parents and children doing things like playing catch in the backyard, or cooking dinner together in the kitchen, have the three critical elements for TV: people, color and motion.

TV reporter Shawne Duperon says it's imperative that you identify the "Queen Bee" in your local TV stations' newsrooms--then pitch that person--if you want coverage. She explains how to do it during the interview I conducted with her called "How to Get on the Local TV News Tomorrow," available as a CD or an electronic transcript that you can download as soon as your order has been approved. Read more about what you'll learn athttp://tinyurl.com/yzkb95


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3. Journalists Want to Blog
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Here's one more reason you should be blogging: journalists think blogging is cool.

"Everyone in our newsroom wants to be a blogger," Washington Post editor Len Downie said recently during a speech at the Online News Association's annual convention in D.C. You can read the entire article about his speech at http://tinyurl.com/wqk99

He says:

--Reporters always tune in to what's happening and are constantly trying to find stories to report for the newspaper's website. As a result, reporters can add more detail to their online stories because the web has "unlimited news hole."

--Reporters love newsroom blogs because they put writers in better touch with their readers. That means Publicity Hounds everywhere need to see if reporters, editors or anyone who works at the media outlets they want to get into blog. If so, posting comments to their blog is a great way to get in front of them.

--The blogs that pick apart every article that the Post produces are a good thing, Downie says, because they "keep the paper honest."

Media people, particularly executives, are slow to blog. One of the best examples I've seen, however, is blogger John Robinson, editor of The News & Record in Greensboro, North Carolina. His blog at http://tinyurl.com/y9te47 gives an inside peek at the way reporters and editors think--even their critical views about their own industry.

Do a quick Google search to find out if journalists who work at media outlets you want to get into are blogging. If you wanted to get into Woman's Day, for example, you'd go to http://www.Google.com and type:

[Woman's Day] + blog

If you want to research a particular journalist, type their name within the brackets. Start commenting at their blog to get their attention. Then deliver a pitch. But don't pitch within your comment. Send a separate email. "How to Pitch the Best Bloggers & Create a Publicity Explosion" shows you exactly how to research bloggers, comment at their blogs, then pitch them. Read more about what you'll learn at http://tinyurl.com/m7ymr

Unlike journalists, bloggers love to link to each other, and they can help you create a publicity explosion online, practically overnight.


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4. A Magazine Editor's Lament
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Judith S. Lederman, editor-in-chief of WestChesterWag.com,writes:

"Why is it that some PR folks forget that publishing is a for-profit, extremely competitive business. We are vying for the same pool of readers and advertisers. While, of course, we arep eddling news, why would we give away valuable editorial space and recognition to an entity that is going after our readers and advertisers?

"Think, people, THINK!"

What set her off?

A PR agency executive called her and asked her to cover an event that's being sponsored by her magazine's Number One competitor.

"I told her it was silly to invite us--there's no way I'd give it coverage. But if she would like my publication to sponsor a separate event for the hospital, THAT could be arranged," Judith writes.

She makes a good point. That's probably the biggest disadvantage to getting a media sponsor for an event--the competing media outlet won't cover the event. But if you do it right, you can convince several media outlets--a newspaper, TV station, radio station and magazine--all within the same market, to sponsor your event and give you thousands of dollars in free publicity. I attend a local jazz festival each year here in Wisconsin, and the Rotary Club that hosts the festival has rounded up numerous non-competing media outlets as sponsors. Smart.

If you're hosting an event and you can't afford expensive media ads, consider media sponsors. But you must know what you're doing when you approach them. "How to Plan & Promote Sizzling Special Events" walks you through the entire process of pinning down one or more media sponsors, and planning and promoting an event that will draw the media and attendees in droves.

Debra J. Schmidt, who was in charge of event planning for a Milwaukee TV station, teamed up with me to record 6 CDs on every aspect of event planning and promotion. It comes with 15 can't-do-without checklists for event planners, and the entire package is also available as a transcript that you can download and be reading in a few minutes. Read more about "How to Plan & Promote Sizzling Special Events," and download three samplecheck lists, at http://tinyurl.com/46jzg


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5. Promoting a Health Rehab Facility
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This week, five Publicity Hounds have ideas for Lisa Cupolo, marketing facilitator for Northwoods Health System in upstate New York. She asked for creative suggestions on how to pitch the media with ideas about her facility.


From Lorie Parker Matejowsky:

"Rather than focusing on the whole organization, focus on one or two specific patients. What’s their story? How were they injured and how is your organization helping them get ready for returning to school? Offer to let a local journalist 'shadow' your physical and occupational therapists as they work with the patient on school-specific tasks, either at your facility or onsite at an area school.


From Kathi Petersen:

"Watch for the high-profile patients. For example: We had a patient who was involved in a serious auto accident that was all over the news. Thus, we classified her as a ‘high profile patient.’ The media love follow-up stories, so it was easy for me to get a story on her when she began to make progress through her rehab."


From Garth Gibson:

"Why do the (New York) Jets have the worse success at getting their players back on the field than any other team in the league? Can you comment on this?

"Headline idea: What Jets' Coaches Do Wrong On The Field That Makes The Team Lose"


Read all the responses at http://tinyurl.com/qlpz5

"How to Make Hospital News an Easy Pill to Swallow" includes dozens of publicity tips that work just as well for nursing homes and health care facilities like Lisa's. If you know how to be proactive and tie your news into current events by promoting your experts, you're halfway to getting publicity. Read more about what you'll learn on this CD at http://tinyurl.com/lr6qf


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6. Help This Hound
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Publicity Hound Susan Stein of Dallas, Texas writes:

"I work in an independent medical practice in a major city. We are planning a one-day seminar in Dallas in April for parents of adolescents, with a major speaker, lunch and break-out sessions. The goal is to make parents aware of the myriad of issues facing today's teens and what we can do to help them through it. The profits will go to a nonprofit girls program. Our goal is 400 attendees.

"We're thinking of purchasing a mailing list and mailing out flyers, but that's really stretching our budget. We're buying a small ad in the free local family publication. I'd like to get some newspaper articles and TV coverage but can't count on that happening.

"We'd also like to find more ways to publicize our monthly classes and programs without spending a bundle. Can your Hounds help?"

The Publicity Hound says: You bet they can. Many of my Hounds have bought mailing lists, and they'll be glad to share with you the pros and cons. Most of my Hounds are also so savvy they can generate free publicity without spending a nickel. Hounds with great ideas for Susan can post them to my blog at http://tinyurl.com/yfuntu


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7. Hound Joke of the Week
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A little girl goes into the garage and asks her father, "Dad, can I take the dog for a walk around the block? I asked Mom but she said Susie was in heat and I should ask you."

"Bring Susie over here," her Dad says.

He took a rag, soaked it with gasoline and scrubbed the dog's rear end with it and said, "OK, you can go now. But keep Susie on the leash and only go one time around the block."

The little girl left, then returned a few minutes later without the dog.

Her dad asked, "Where's Susie?"

"Susie ran out of gas about halfway down the block and there's another dog pushing her home!"


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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8. And at My Blog...
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Ban these phrases from press releases
http://tinyurl.com/ybxdlz

Think you're an expert?
You'd better be blogging
http://tinyurl.com/ymd2o2

Online politics 101:How to win elections
http://tinyurl.com/yaooqb

Crisis management:Learn from the best
http://tinyurl.com/ya2sl2


On my blog at http://www.publicityhound.net/, I've made it easy for you to find what you're looking for by dividing my posts into more than 20 categories. Click on the "Topics" arrow on the right side of the blog to find the category you're looking for.

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