Publicity tips/School shootings October 10, 2006

The Publicity Hound's
Tips of the Week
Issue #314 - Oct. 10, 2006
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.PublicityHound.com
http://www.PublicityHound.net (Blog)
The Publicity Hound®

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89 Ways to Write Powerful Press Releases

I'm almost done creating my free email course on how to write press releases. While researching this topic, I've learned right along with you.

Thanks to the many Publicity Hounds who have passed along kind words about the course as well as ideas on how to make it even better. I've already followed many of your suggestions.

If you haven't signed up yet, you can join the more than 3,200 people who already have at http://tinyurl.com/jfr7j

The course is as helpful for press release veterans as it is for beginning Hounds. It includes lots of examples of so-so press releases that were rewritten to become great releases, plus dozens of tips on how to write your press releases for consumers and give the releases maximum visibility online so you can pull people into your sales funnel.

Sign up now: http://tinyurl.com/jfr7j

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In This Issue
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1. School Shootings

2. Making the Most of Money Magazine

3. Make a Difference Day

4. WSJ Spotlight on Baby Boomers

5. How to Teach People About the Oceans

6. Help This Hound

7. Hound Video of the Week

8. And at My Blog...

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1. School Shootings
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An astounding 27 school shootings in the United States during the last 12 months have pushed the issue of school safety front and center.

Reporters are looking for sources to lend background, commentary and perspective to this tragedy. Here are story ideas you can pitch, or opportunities to state your opinions:

--What's the bigger threat, armed intruders who walk into schools and kill, or students who come to school with guns?

--Bullying appears to be a major problem that prompts students to kill. So what are schools doing to deal with bullies?

--Some schools have armed police officers. Have they been effective?

--Should teachers and staff have guns in the classroom?

--In Green Bay, Wisconsin, three teen-age boys were arrested after a fellow student told his mother that his classmates were planning a Columbine-like mass murder at the school. Police raided the boys' homes and found sawed-off shotguns, pistols, ammunition, several bombs, bomb-making material, camouflage clothing, helmets and gas masks. Do you know what's in your child's bedroom? Or in the basement or garage? Should parents snoop in their kids' bedrooms?

--Is your child the next mass murderer? What are the warning signs?

--Does media coverage of these shootings make the problem worse?

When pitching, it's helpful to suggest other sources who reporters can interview, along with contact information. This makes the media's job easier, and it just might tip the scales in your favor.

You also need to pitch quickly, in fewer than 30 seconds if you're pitching by phone and in no more than one screen of type if you're sending an email. Learn more pitching tips from Raleigh Pinskey, who's an absolute master at turning long, boring pitches into 5- and 10-second sound bites. She explains how she does it during the teleseminar "How to Create the Perfect 30-second Pitch," 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 you'll learn at http://tinyurl.com/6xghx


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2. Making the Most of Money Magazine
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Publicity Hound Carol White, author of the book "Live Your Road- Trip Dream," shares this great success story about how she sold more books after being featured in this month's issue of Money magazine, even though they never mentioned the title of her book.

She writes:

"The query was alluring: 'Money Magazine is looking for families to interview for an article on parents' retirement planning vs. how their children are planning for retirement. Specifically want families where at least one parent has a defined-benefit pension, with children who don't have access to that planning vehicle.
Email...'

"Wow! That's us! And an opportunity to share how our good fortune (and planning) allowed us to leave the work force early, take a great year-long trip around the U.S., and now help others to live their retirement travel dreams. But would they think the story was interesting? Were we what they were looking for? Were we willing to divulge what they wanted to know? Could we get them to mention our book? Why not give it a try?

"Two months and several interviews later, my daughter's family and Phil and I are featured in the October issue of Money, telling our story in a feature entitled 'Can You Live Long and Prosper?' You can read it at http://tinyurl.com/q2zpo

"Although we didn't get to share much about our travel adventure or our road to getting published--the book title wasn't even mentioned--the article has still generated lots of sales. We put a picture of the cover on our website (so if they Googled our names) and a link to the story and a 'buy' button, right at the top of the page. I also blogged about it on Amazon (again, so people would know it was the right book)--and my ranking jumped from its usual 30K-40K placement to 10K or below!

"The most fun part of the whole experience was having the photo shoot. We all felt like celebrities. They actually sent a photo crew from Seattle that spent an hour just choosing the site within our community to do the photos. We were there all afternoon. The photos were taken behind one of the greens on the golf course where we live, with a big light set-up at the site and people fussing with our clothes.

"The moral of the story? If something sounds like it fits your desires and might help you reach your goals, at least give it your best shot. It might not work, or it might not turn out exactly as you envisioned, but you will gain some knowledge and have a new experience--and just maybe some sales too."


The Publicity Hound says:

Authors are always petrified that the media won't mention their book in an article. But Carol's quick thinking led to more sales.

If you're marketing a book, or you're about to, check out "Special Report #40: 42 Publicity Tips for Authors and Small Publishers" at http://tinyurl.com/h87zd

If you want to receive media queries like the one Carol did from the Money magazine writer, check out PR Leads, a subscription service that forwards leads from working journalists to expert sources like you. Learn more about Dan Janal's service at http://tinyurl.com/qc8gy


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3. Make a Difference Day
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It isn't too late to participate in Make a Difference Day on Saturday, October 28, the national day of good deeds in the United States, sponsored by USA Weekend magazine.

That's when individuals and groups work on a variety of community projects, from rehabbing old houses to picking up trash and sprucing up parks in their neighborhoods.

Their website at http://tinyurl.com/mcaro has an idea generator, planning guides, a long list of publicity tips, suggestions for recruiting volunteers, and a list of past projects.

If you're participating, this is a fabulous chance to pitch newspapers and TV and radio stations in your own community. This story has everything the media, particularly TV, want: people, color and motion.

"Good Morning, America" is the exclusive broadcast partner for Make a Difference Day and will be featuring stories about projects throughout the U.S.

If you can't get on "Good Morning, America" for Make a Difference Day, you have numerous other chances to appear. I interviewed Lissa Warren, a publicist who has booked many of her clients on the show. She explains how to get onto not only this ABC hit show, but on the other big morning shows like "Fox & Friends" and the "Today" show, plus the weekend shows. "How to Get Booked on the Morning TV Talks Shows" is available as a CD or a transcript you can download as soon as your order has been approved. Read more about what you'll learn at http://tinyurl.com/ab86x

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4. WSJ Spotlight on Baby Boomers
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The first Baby Boomers turn 60 this year, and interest in this subject has exploded.

That's why the Wall Street Journal is publishing an entire section every other month called "Encore," filled with retirement-related news you can use on the topics of money and estate planning, travel, health and lifestyles.

If you have a retirement-related story or tips to share, here are some ideas on how to get into the section:

--Before you do anything, read the section so you have a good idea about the kind of content it includes.

--When you see a story that would be a good fit with your topic, email the reporter and pitch your idea. Many articles include the writer's email address at the end. Suggest additional sources who would agree to be interviewed.

--Check the inside front page, where the editor, Glenn Rufenach, writes an editor's note. Then pitch your idea to him.

--Pay attention to the bylines in this section. Then go to http://www.google.com/alerts and set up a Google Alert with that writer's name. Google will email you other online articles written by that reporter or freelancer. You can then refer to one of these stories right at the beginning of your pitch.

It's all about building relationships, not sending mass mailings of the same press release to a zillion other journalists.

"Special Report #49: 17 Ways to Build Valuable Relationships with Media People" explains how to research a journalist so thoroughly that you almost shock them with how much you know about them. It also reveals the Number One topic you can mention in your pitch that happens to be the favorite thing they love to talk about.

All for $10. Read more about what you'll learn at http://tinyurl.com/j7dz2


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5. How to Teach People About the Oceans
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This week, 12 Publicity Hounds have excellent suggestions for Jean Logan of Alexandria, Virginia. Jean needs ideas on how to promote a new book called "50 Ways to Save the Ocean."


From Donna Strout:

"As a homeschooler myself, the best way to get educators to become interested would be to create a curriculum for them to use. Unit Studies are very easy to develop and typically are 10 weeks long.

"Not able to write it? Consider creating a contest giving a willing school/group the opportunity. The prize could be public credit as curriculum developer and an award from your organization. Then, take your curriculum and organization info, along with your 50 ways book, to state homeschool shows. See state groups listed on http://tinyurl.com/2n4n3


From Leah Ingram:

"Recently, a humpback whale washed up on the Jersey Shore. This is not the first time that large marine life has done this on the East Coast, and it has had experts scratching their heads about why this whale died...I would recommend setting up a Google Alert at http://www.google.com/alerts for anything having to do with whales, dolphins or the like beaching themselves. When you find out that this has happened or been in the news, get word about your organization to the local media that will be covering the story. Or use that local angle to try to hook (sorry, couldn’t resist) a national story."


From Thom Reece of ArticleMarketingNetwork.com:

"Extract five of the strongest tips included in your book. Summarize them into a 500-word article. Submit the article to every online article directory on the Internet. Make sure you put a compelling mention for the full version of your book in your bio/resource box.

"You’ll not only get orders for your book--you will probably have your article picked up for reproduction by relevant print and online publications. They will spread the word for you in a totally free viral marketing system."


The Publicity Hound says: I love Thom's idea, but what if you don't know how to write, or you don't have time? Use the handy template I've created for you. It comes with the CD or electronic transcript "How to Write How-to Articles for Newspapers, Magazines & Trade Journals." Read more about what it includes at http://tinyurl.com/dnxhb

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


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6. Help This Hound
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Publicity Hound Lisa Cupolo writes:

"I am the marketing facilitator for Northwoods Health System. We have six different health care facilities in upstate New York providing rehabilitation and long-term care services. This is a setting that bridges the gap between hospital and home (patients are discharged from the hospital but are unable to return home until they are fully healed so they come to our facilities).

"We provide 24-hour care for patients with serious medical needs.
I'd like to generate broadcast and print media attention for our pediatric unit. I recently sent a press releases to all local media regarding the pediatric unit and incorporating the physical rehabilitation needs of patients with the educational needs of them as well. I thought this topic would tie in well to the start of school a couple of weeks ago. However, I only received the interest from one local media outlet.

"Do your readers have any advice as far as how to gain more media attention? What's a good way to pitch this idea over the phone? This would be a great topic for educators, parents with children who have special needs and the public in general."


The Publicity Hound says: Lots of health care publicists read this newsletter, so have at it, Hounds! Post your best ideas to my blog at http://tinyurl.com/qlpz5

In the meantime, Lisa and anyone else who does PR for health-related organizations will find valuable tips on health-related pitches from the interview I conducted with Dan Collins, a master at hospital PR. It's called "How to Make Hospital PR an Easy Pill to Swallow." Read more about what you'll learn at http://tinyurl.com/lr6qf


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7. Hound Video of the Week
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Thanks to Elaine Grassbaugh of Columbus, Ohio for this great video of David Hartwig and his dog, Skidboot, of Quinlan, Texas, complete with their appearance on "Oprah." If you're at work, grab a box of Kleenex, then turn down your speakers. (This video works best for Hounds with high-speed connections.)
http://tinyurl.com/oja73


If you can't access it, here's a quote of the week to make you smile:

Did you ever notice when you blow in a dog's face he gets mad at you? But when you take him in a car he sticks his head out the window!


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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Info products out of date?
Give 'em a new twist
http://tinyurl.com/jumyn


Use an incomplete tips list
to lure traffic to your website
http://tinyurl.com/fm86c


Celebrity addresses are easier
to get with this service
http://tinyurl.com/pcor7
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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®
3434 County KK
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Phone: 262-284-7451 (Central) Fax: 262-284-1737