Publicity tips/When your expert is a geek May 1, 2007

The Publicity Hound's
Tips of the Week
Issue #344- May 1, 2007
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.PublicityHound.com
http://www.publicityhound.net/ (Blog)
The Publicity Hound®

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"Tips, Tricks and Tools for Free Publicity"
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Update on The Publicity Hound Resources List:

Media trainer Lou Hampton from Washington, D.C. wanted to buy a listing last week and was looking over the categories at http://www.PublicityHound.com/resources.htm He noticed I have a category for Website design/development, and it just so happened that his wife needed some website programming explained so she could do it herself. She called Janet Hall of Overhall Consulting, who is on my Resources List, and bought an hour of Janet's time. Lou tells me his wife was thrilled with Janet's coaching and plans to use her on other projects.

Janet got her first paying customer less than two weeks after she joined the list. And now Lou is the first media trainer on the list, just waiting for referrals to come his way.

If you sell a product or service to Publicity Hounds, learn about how you can get in front of thousands of people every week at http://www.PublicityHound.com/PublicityResources.htm

P.S. My virtual assistant came up with the brilliant idea of making refrigerator magnets that list the URL of the resources page, and we're inserting them inside all product packages. I'm now also linking to the list from many of the posts at my blog at http://www.PublicityHound.net

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In This Issue
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1. When Your Expert is a Geek

2. The Fittest CEO

3. Before You Write That Book...

4. Media Lead

5. Promoting a Household Labor Website

6. Help This Hound

7. Hound Joke of the Week

8. And at My Blog...


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1. When Your Expert is a Geek
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When news breaks in your organization and you're pitching the story to TV, sometimes your best expert is a geek in a white lab coat who talks in industry lingo, or what I call geek-speak.

Let's say you do PR for a natural history museum, and a TV crew is coming to the museum to film a segment for that night's news on a new dinosaur exhibit that's opening.

To make your expert, an archaeologist, look "natural," you suggest that he stand in front of the exhibit with, say, the skeleton of a dinosaur behind him.

Truth is, many geeks and other left-brain types like engineers, accountants and even college professors feel uncomfortable talking with the media anyway. So asking them to just stand there and do the interview in a "natural" setting will make them appear stiff and awkward.

Media trainer Al Rothstein suggests that, instead, you should ask the expert to demonstrate something during the interview.

"If there is a way to do something where it’s a little more touchy-feely, where they can actually point and touch and walk around something, or do something where they can actually have something in their hands, that usually helps them feel more comfortable," Al says. "If they appear only with something in the background, and they're not media-trained, they tend to slideback into their uncomfortable zone, and then they’ll start to do what is most comfortable for them, which is to repeat the lingo and look kind of stiff on camera."

Al trains people to be media spokespersons. During a teleseminar I conducted with him, he said companies and organizations don't always have the luxury of training every media spokesperson, particularly experts who are called on at the last minute to do media interviews. So the best advice is to tell them to just be themselves and to talk in language that anybody can understand.

If you do PR for your company and call on expert spokespersons to speak to the media, or if you're the expert spokesperson, you must know exactly what the media expect from you. For example, what's the difference between a spokesperson and an expert spokesperson?

Al explains it, and offers dozens of other tips on the CD "How to be an Expert Spokesperson the Media Love." It's also available as 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/rzcdd


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2. The Fittest CEO
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Pay attention to contests that newspapers and magazines are sponsoring.

That's what Jo Steinberg, president of Midland Health Testing Services Inc. in Milwaukee, Wisconsin started doing after she heard me harping about how contests can be great publicity opportunities.

Let her expain what has happened as a result:

"I'm 5-foot-4 and over 50, and I never dreamed that the way I look would bring me free publicity. But thanks to reading your newsletter, it did.

"The Small Business Times in Milwaukee recently sponsored the 'Fittest CEO' contest. Each executive was professionally examined for endurance, strength and body makeup. Here I am, the owner of a corporate wellness company, and I initially decided not to enter.

"I work out pretty consistently, but over the past two years put on a few pounds. Definitely not a cover girl for Shape Magazine. But then your free publicity philosophy hit me.

"Should I? Will people laugh? I took the plunge. The finalists--including the top women over 50, the top women under 50, the top men over 50 and the top men under 50--were announced last week.

"Not only did I get the free publicity, but I'm a finalist in the contest! I laughed. It just goes to show you, a little chubby can't be all bad, especially when you submit a publicity shot from the neck up."

You can see the page the Small Business Times devoted to Jo, and her photo, at http://tinyurl.com/ywoytl

What I love about this success story is that the contest ties into what Jo preaches as the CEO of a corporate wellness company. Good luck Jo. Hounds everywhere will be rooting for you.

As Jo has proven, contests can be publicity magnets, whether you sponsor them or enter them. If you want some fun ideas about contests that other organizations have sponsored, check out "Special Report #18: Clever Contests That Will Tempt Reporters to Call" at http://tinyurl.com/6uz9g


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3. Before You Write That Book...
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When authors come into my mentor program, often the first item on their agenda is writing and publishing a book.

That alone can eat up years of their time, as well as their bank accounts. So I challenge them with this question: What else can you sell to all those people who will buy your book?

Often, the answer is "nothing." Talk about a missed opportunity.

Instead of writing books, I wish authors would first start creating information products like downloadable special reports, CDs and workbooks. I urge them to have coaching programs and other services in place.

Then go to market with your book. Steve Harrison, who has worked with thousands of authors over the years, sees the same problems I do. And during a teleseminar this Thursday, he'll share seven strategies for dramatically increasing revenue as a non-fiction author, expert, speaker or consultant. You will learn:

--Some surprisingly simple ways to quickly and easily make another $75,000 to $250,000.00 from your non-fiction book or expertise, even if you haven't seen a penny yet as an author/expert.

--22 super-lucrative income streams which most non-fiction authors overlook. They are surprisingly easy to implement (and certainly MUCH easier to produce than writing another book).

--The 12 biggest mistakes which 99 percent of all authors make.These mistakes prevent them from maximizing the profits from their books.

--How a Christian energy therapist who wrote a print-on-demand book made a simple decision that generated more than $500,000 within two years.

--Proven tips for creating spin-off products based on your book or expertise.

--How to sell thousands of books to one company.

And more. This free call will last from 80 and 90 minutes. It's the third of three preview calls for his upcoming Quantum Leap Marketing Coaching Program.

He won't make recordings available afterward. So mark your calendar now. Choose from two time slots on Thursday: 2 p.m.Eastern (11 a.m.Pacific) or 7 p.m. Eastern (4 p.m. Pacific). Register at http://snipurl.com/QuantumLeapCall3


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4. Media Leads
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The Iron Chef, a popular program on the Food Network, is looking for people who also love Iron Chef competitions, from fans who dress up in Japanese costumes to full-length videos of people who host their own cooking competitions. Tell the network why nobody Iron Chefs like you do and they might send a camera crew to capture you in Iron Chef action. Learn more at http://tinyurl.com/95xn7


Not quite ready for Iron Chef competition? I have 51 story ideas you can steal to promote your food-related product, service or business. I used to be a restaurant reviewer and a food writer, so I know exactly the kinds of stories that print and broadcast media want. They're on a handout that you can download instantly when you buy the CD "Publicity Tips for Restaurants, Chefs & Foodies." Learn more about what you'll learn at http://tinyurl.com/2qyxye


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5. Promoting a Household Labor Website
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This week, four Publicity Hounds have tips for Kare Anderson of Sausalito, California. Her friend, who is co-founder of the company Labor Fair at http://laborfair.com/, needs ideas on how she can publicize this online referral community of reliable household labor.


From Shel Horowitz:

"Spend some time with the book 'Celebrate Today' by John Kremerat http://celebratetoday.com/ and 'Chase's Calendar of Events' at http://www.chases.com/. I’m betting you could find 50 or more events that would be easy to piggyback onto."


By Garth Gibson:

"Why not start an affiliate program so those people who refer these workers get paid for the referral? Seems they might be more motivated to drum up business. You might want to focus on churches and the like as they probably are already referring members for housework needs. But now they and the church could get paid for it."


From Biana Babinsky:

"When you use local search engine optimization, instead of optimizing for just 'plumber services' you will optimize for 'plumber services Sausalito.' Of course, you will need to optimize for different locales in California. Doing this will help you bring exactly the traffic you are looking for, which is local California traffic."


The Publicity Hound says: Biana's suggestion could be put to use if you start writing how-to articles about things like how to do housecleaning or other chores. The articles could be posted to article directory websites. But before you start posting, know the basics of issues like copyright and reprint rights. What would you do, for example, if a newspaper wanted exclusivity for your article? Intellectual property attorney Patricia Ayers tells you what you need to know on the CD or electronic transcript "Legal Issues You Must Know When Writing Articles for Fee or for Free." Read more about what you'll learn at http://tinyurl.com/dbc3p

Read all the responses at http://tinyurl.com/235dwl


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6. Help This Hound
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Isabelle Kaminsky of Tustin, California writes:

"My husband and I belong to an RV group which has monthly weekend outings, and sometimes longer trips. We'd like to encourage other RV'ers to join us for an outing so they can see what we offer. Our long-range goal is to obtain new members from Los Angeles, Orange County and Riverside County. Membership is open to couples and families who have any type of RV or camping trailer.

"Our group is affiliated with Good Sam(aritan), a long-standing organization that promotes RV'ing/camping/etc. They have national conventions, as well as regional, state and county events. They also publish a magazine, and provide financing, insurance, etc. services to the RV community.

"Do your Hounds have any ideas on the best way to promote our RV group?"


The Publicity Hound says: Hounds, let's see who can come up with the most creative idea on how Isabelle and her RV group can round up a caravan of new members. Post your best tips to my blog at http://tinyurl.com/2dypq9

Here's an idea you can start on right now, Isabelle. Many newspapers and magazines are planning special summer recreation sections. Contact newspapers in your geographic area, call their advertising departments and ask them to send you a copy of their editorial calendars, which list upcoming special sections.

Call the editors of those sections and ask "How can we help you?" They might want a list of tips or a longer article, or maybe even photos, on how to travel in an RV or camper.

Sending photos of your events to local newspapers is another terrific way to generate publicity, even if the photos only have a caption, but no story. My ebook "How to Use Photos & Graphics in Your Publicity Campaign" includes time-saving tips on how to shoot your own photos, advice on how amateur photographers can make their images look as good as photos taken by the pros, and other advice. Read more about what you'll learn at http://www.publicityhound.com/publicityphotos.htm


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7. Hound Joke of the Week
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Thanks to Erica Gorsuch of Thiensville, Wisconsin for this one:

Q. Why did the cowboy want to buy a dachshund?

A. (Said with a southern drawl) He wanted to get a long little doggie.


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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Article writing: How to shave minutes off this task http://tinyurl.com/39zvey


Capture email addresses with Hover Ad Creator http://tinyurl.com/32rffe


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Where to Meet or Hear The Publicity Hound®


May 12, 2007: Fort Lauderdale, Florida

Florida Speakers Association: "The New Rules of Press Releases: How to Write Them for Consumers, Not Only for Journalists." 9 a.m. to noon. "Sleeping with the Competition: How to Collaborate with Other Speakers to Create Profitable Products." 2 to 4 p.m. For more information, call 561-630-7766 or visit http://www.florida-speakers.org


June 20, 2007: Teleseminar for Attorneys

Save this date. I'll be the guest on Steven Farley's teleseminar at 4 p.m. Eastern Time on how attorneys can generate free publicity. Details pending.

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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