Publicity tips/Create a national TV show November 14, 2006

The Publicity Hound's
Tips of the Week
Issue #319 - Nov. 14, 2006
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.PublicityHound.com
http://www.PublicityHound.net (Blog)
The Publicity Hound®

Circulation: 24,252

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"Tips, Tricks and Tools for Free Publicity"
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Attention Artists:

Frustrated that your art "business" is nothing more than an expensive hobby? Worried about how to become recognized, exhibited, and paid for your art? Feel like there's too much competition, too few buyers and not enough energy left at the end of the day to market like you need to?

You're not alone. That's why Ariane Goodwin will be hosting the global smARTist TeleSummit 2007, a week-long teleconference in January with a dozen art-career experts telling artists everything they need to know about marketing, from exactly when and how to sneak up on a museum for an exhibition, to which presentation materials mark you as a creative professional and which ones scream "amateur."

I'm one of the presenters, and I've already got a boatload of ideas and terrific examples to share from successful artists who are publicity machines. The smARTist TeleSummit 2007 will be held Jan. 18-19 and Jan. 22-26. But you can join us tonight from 7 t o8 PM Eastern Time for a free "Virtual TeleSummit Opening Reception Party" to meet the keynote speakers and get a sneak peek at what’s in store for the main event in January. Learn more about tonight's event and download a free gift "61 smARTips" at http://tinyurl.com/yxopuo Even if you can’t make it, sign up and you’ll have access to the post-event recording online!

Want to learn more about the January event? Check it out at http://tinyurl.com/ymcvu8

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In This Issue
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1. Create a National TV Show

2. Host a Media Panel

3. Follow Up, Follow Up, Follow Up

4. Media Leads

5. Marketing a Music Education Program

6. Help This Hound

7. Hound Quote of the Week

8. And at My Blog...

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1. Create a National TV Show
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How would you like to have a national TV show, in 20 markets throughout the U.S., for only $400 a month?

Don't have $400 to spend? That's OK. You can have the show anyway and actually make money on it by selling sponsorships.

Still interested? Read on.

The show can help you drum up more business--from people who watch the show and from guests, like CEOs, who you invite onto the show to interview and who are so impressed with you that they hire you for a consulting project.

If you're a speaker, you can create shows and air them in cities where you'll be holding public seminars.

If you're an author, you can create a show that reaches 1 million people a month or more--a way to entice publishing houses to publish your book, now that you already have a platform.

Author and PR practitioner Robert Smith of Rockford, Illinois had his own business show in seven markets. He interviewed a variety of business people, including CEOs, charged them if they wanted him to promote their products on the show, and ended up with more consulting assignments, more money in his pocket from the sponsorships, and more book sales.

Robert discovered a little-known secret that the cable TV companies wish you didn't know about. It's called leased access programming and it's required by law. Here's how it works:

Unlike the public access channel, which lets anyone in the community create and air their own show for free, leased access lets anyone from any community buy inexpensive air time for a show they've already created. In some markets like Cincinnati, Ohio, you might pay only $79 to air a half-hour show. In even smaller markets, you might pay as little as $9 for 30 minutes.

Many people who buy leased access create the standard infomercials. But Robert thinks it's far more effective to create an actual TV show in which you're the host. This builds your celebrity status. Then you can weave information about your own products and services into the script.

You can also invite guests onto the show, interview them, then charge them a sponsorship fee if they want you to hold up their book, or talk about their product or service. A chef can do cooking demonstrations. A dog trainer can teach people how to train their dogs, etc.

Before you start, be aware of the hoops the cable companies will make you jump through before your program airs. For example, many cable companies require you to have a million-dollar insurance policy, and waivers from people whose products you'll be promoting.

Robert has figured out a way to deal with those annoyances. He explains how he does it, and how you can too, during the interview I conducted with him called "How to Create a National TV Show for Less Than $400 a Month." It's available as a CD or electronic transcript that you can download and be reading as soon as your order has been approved. Each is $39.95.

Order the CD: http://tinyurl.com/yzu6b6

Order the electronic transcript: http://tinyurl.com/sugjb

If you're not interested in your own TV show, but you want to learn more about how to use video so you can embed video into your press releases, or you want to create video products (even if you don't have a computer), check out Tom Antion's 2-CD set at http://tinyurl.com/y3b6wj


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2. Host a Media Panel
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When Colin Hutt wanted to call attention to his Milwaukee marketing communications firm earlier this year, he searched for an idea that would attract not only the media, but companies that were in a position to hire him.

His firm, Primum Marketing Communications, was already making a name for itself in the red-hot biotech industry. So he invited journalists from throughout Wisconsin who cover biotech, most of whom already knew him, to appear on a media panel and explain to interested companies what kinds of stories they want to cover.

He invited the Wisconsin Biotech & Medical Association to co-sponsor the event and promote it to their members. He charged $10 per person.

"Because we organized the event, the registration fees came to us," Colin said. "Not only did we further our position as experts in the complex biomedical industry, we also covered our expenses and made a little profit."

He even got creative with the location and asked a biomedical incubator facility in Madison to host the event. "They have brand new high-tech facilities--perfect for the image we wanted to convey," he said. "They were eager to increase their visibility and champion the industry, so they didn't charge us for using their large meeting room and A/V equipment."

More than 60 industry executives, marketing and communications professionals came to hear journalists from four newspapers, a magazine and a TV station talk about the kinds of tips and trends they're looking for.

Everybody won. The journalists where thrilled that they had dozens of sources and story ideas. The biotech companies knew exactly what the journalists were looking for. And Colin had an audience of 60 potential clients. He also positioned himself as a golden source for the journalists.

"You can do this for any industry where you want to have a toehold," he said.

He's thinking of hosting a similar media panel next year for the construction industry, another industry from which is company is attracting clients.

What kind of media panel can your organization sponsor?

If you work in PR, this is only one of many ways to court potential clients. Marcia Yudkin and I know 24 more ways to find business. We explained them all during the teleseminar we conducted called "24 Ways to Attract Clients to Your PR Practice." It's available as a CD or an electronic transcript, and most of the ideas are just as effective for any business, not just PR. Read more about what you'll learn at http://tinyurl.com/8txj8


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3. Follow Up, Follow Up, Follow Up
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I hate it when people call or email me and ask if I got their press release, or if I received their client's book to review.

I hate it even more when they call or email two, three, maybe even four times until I finally respond.

But guess what?

These persistent people are sometimes the ones I write about in this newsletter, or who show up in my blog, or whose books I feature in The Publicity Hound paid newsletter.

It happened again last month. A publicist who had sent me a book to review called and emailed to make sure I got it. I hadn't. So he sent it again. Then he called and emailed yet again. Because he refused to give up, and he had a great telephone manner, and the book would interest my readers, I ended up featuring the book in the November/December issue of The Publicity Hound newsletter.

Other people aren't as smart. Some call and never even identify themselves. Or they call and ask dumb questions. Or they sound like 16-year-olds who can't string a noun and a verb together. Or they send email messages that show up with funky characters on the screen because they never took the time to send it to themselves first to see what it looks like.

Jill Lublin says there's a right way to follow up and generate publicity, and a wrong way to follow up and be viewed as a pest. She explains them all during the teleseminar we conducted called "Failproof Ways to Follow Up After Sending a Press Release or a Story Idea." It's available as a CD or an electronic transcript that you can be reading as soon as your order is approved.
Read more about what you'll learn at http://tinyurl.com/bmyn7


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4. Media Leads
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--Freelance writer Judy Mandell is writing an article for "USA Weekend" magazine about ways manufacturers will cater to women buyers in 2007. "Are they adding anything new? What are the hot models by gender? What are the accessories etc. that women most request as extras on cars, compared to what men request? This article may be pegged to the new year. I'm especially looking for studies/data/statistics on what women vs. men are more likely to buy. For example, who's buying SUVs--all those soccer moms? This example is an old one. What's the new/next generation of women and men buying by age, single or married etc.?" Don't send attachments. Email mailto:judy804@aol.com?subject=Your_USA_Weekend_Query


--Judy is also writing for the "Robb Report," the monthly magazine for ultra-affluent readers with an average household income of $1.18 million. The magazine is looking for aviation and boating stories for this winter and spring, but no profiles. What's new, exciting, scary, wonderful, up-an-coming in terms of high-end boating and flying? No attachments, please. Mailto:judy804@aol.com?subject=Your_Robb_Report_Query


--Marie Lemelle, a columnist for "Save the Date" magazine in southern California, needs, on an ongoing basis, interesting products to feature for its Lifestyle Section. The January issue will focus on women. The products can vary from fashion, health, beauty, hi-tech gadgets, jewelry, etc. Special consideration will be given for products designed, created or manufactured by women business owners. Read more about this magazine and exactly what she needs at my blog at http://tinyurl.com/yfx7l4


--Andrea & Martin Swinton are looking for guests to talk about the topic of collecting for their upcoming "Let's Talk Antiques" radio show starting in 2007 on the VoiceAmerica Channel at http://www.voiceamerica.com/ It's a call-in format. "We are looking for guests to talk about interesting collections they might have, experts in a certain area, authors, interior designers who can talk about blending contemporary and antiques. We are open to any creative angles from Hounds who want to be on the show.Mailto:info@takeaboo.com?subject=The_Publicity_Hound_Sent_Me

If you're a journalist looking for sources, an author gathering information for your next book, or a broadcaster who needs certain kinds of guests, send your media lead to Mailto:JStewart@PublicityHound.com?subject=Media_Lead If you're a broadcaster who charges guests for sponsorships, or guests have to pay to be on your show, that doesn't qualify as the kind of media lead I'll mention here.


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5. Marketing a Music Education Program
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This week, five Publicity Hounds have ideas for Kathy Gerschutz of the University of Miami in Coral Gables, Florida. She wants ideas on how to promote the university's Music Business and Entertainment Industries Program.

From Carlo Tarini:

"Set up a series of luncheon conferences with big-time music industry personalities (not necessarily alumnus who are retired--they have time to attend). Throw in 3 days hotel and airfare. Miami is the place to be in winter! Call the series A CLASS APART and charge $5 to attend to cover travel expenses. Once you have your first big name (let's say someone from Motown’s grandiose past), leverage that with other personalities. Once a year throw in an honorary degree award celebration by your faculty. Of course, make it a media event and send out press releases."

From Shel Horowitz:

"Sponsor a regular series of outreach events. Get music execs to speak at a 'what it’s like in the biz' program, maybe once a month. Invite the media and the public. Start and end with a brief talk about how the school trains people to do this work and the contacts you have to help graduates get jobs. Include handouts about the program, and capture attendees’ email addresses for a monthly email bulletin."

From Garth Gibson:

"I noticed your school has a record label. That story needs to be told more. What can your record label do for budding new artists? Does it get them access to a professional recording studio? Can they get a full-length album recorded there? Who’s recorded there already? Is your record label unique for a university? Is your recording equipment unique compared to other universities?"

The Publicity Hound says:

Start pitching the bloggers who write about how to get into the entertainment industry. All you need is one or two great blog "hits" at influential blogs, and word will start to spread. See "How to Pitch the Best Bloggers & Create a Publicity Explosion" at http://tinyurl.com/m7ymr
Read all the responses at http://tinyurl.com/ybf82b


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6. Help This Hound
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The well is dry and I'm run out of questions for the Help This Hound feature, so I'm using one of my own.

I'm starting a big promotional campaign for my free email course called "89 Ways to Write Powerful Press Releases" and I'm looking for ideas from my Hounds so I don't miss anything.

I'm looking for:

--Contact information for bloggers and ezine editors who would be interested in publicizing this course. I've already contacted many of them, but I want the broadest reach possible.

--Contact information for newsletter editors at trade associations that would be willing to share this information with their members.

--Ideas for places other than article directories to post an article about the course, with tips.

--Authors who are writing about marketing or publicity and might be willing to include this information in their next book.

--Contact information for nonprofits that would be willing to share sign-up information with their members.

--Any other great ideas for promotion.

Hounds with great ideas can submit them to my blog at http://tinyurl.com/y4n9zh

I need Help this Hound questions. Send yours to mailto:JStewart@PublicityHound.com?subject=Help_This_Hound


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7. Hound Joke of the Week
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The little New York city Yuppette was shopping in an upscale pet center.

"I want a dog of which I can be proud," she told the man behind the counter. "Does that one have a good pedigree?"

"Miss," declared the clerk. "If she could speak, she wouldn't talk to either one of us."


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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Blogitive: A sleazy way to get free publicity
http://tinyurl.com/yzaw6d

Newsletters engage customers
http://tinyurl.com/yzpzku

Free ebook on publicity ideas
http://tinyurl.com/yff4rz

Embedded cartoon animates press releases
http://tinyurl.com/ybw8gc

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®

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