Publicity tips/10 worst jobs June 19, 2007
The Publicity Hound's
Tips of the Week
Issue #351 June 19, 2007
Publisher:JoanStewart
mailto:JStewart@PublicityHound.com
http://www.publicityhound.com/
http://www.publicityhound.net/ (Blog)
The Publicity Hound®
Circulation: 30,555
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"Tips, Tricks and Tools for Free Publicity"
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Need Help with Landing Pages?:
If you missed last week's webinar on landing pages with Mark Widawer, you can sign up to see the replay. I'll include the link over at my blog today or tomorrow, and I'll post it here next week. Stay tuned...
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In This Issue
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1. 10 Worst Jobs
2. Giving Rehab a Bad Name
3. Write Letters to the Editor
4. Submit Video for TV
5. How to Quiet Noisy Hounds
6. Help This Hound
7. Hound Quote of the Week
8. And at My Blog...
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1. 10 Worst Jobs
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The next time you're tempted to complain about your job, think about the poor soul who works 9 to 5 cutting the testicles off elephants.
Or studying bugs on corpses.
Or scooping up whale dung and analyzing it for clues.
Or bottling frogs, cats and pigs for biology students.
Those are among the 10 Worst Jobs in Science, listed in the July issue of Popular Science magazine.
The worst job, as ranked by the editors, is that of a hazardous-material diver who often works in water contaminated by toxic spills and everyday pollutants. One hazmat diver, the magazine said, had to retrieve the body of an accident victim from the waste lagoon of a factory pig farm.
Check out the story and the Top 10 list in USA Today at http://tinyurl.com/2awd2f and in Popular Science at http://tinyurl.com/38xj5f
The list, aside from being entertaining, is generating fabulous publicity online and offline.
So why couldn't your industry create its own "10 Worst Jobs"list?
Or if your business serves a particular industry known for its crummy jobs, why not create your own "10 Unsung Heroes" list and honor workers for doing the jobs nobody else wants?
Think of the possibilities for hospitals, government agencies, manufacturing, law enforcement, construction, farming and even the military.
The media love these lists because people love reading them.They're known as briefs, one of the many ways to get into top-tier media outlets like big national magazines.
"Briefs, Fillers & Quizzes" explains the nine types of briefs, how to submit them, how to follow up, and how to recycle briefs so they do double-and triple-duty. It's available as a CD or 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/d74h7
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2. Giving Rehab a Bad Name
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You'd think that all those celebrities bouncing in and out of rehab would be great publicity for the addictions industry.
But drug and alcohol counselors say they fear that the recent publicity surrounding Hollywood bad girls like Britney Spears and Lindsay Lohan gives rehab a bad name.
OK, all you rehab counselors, it's time to piggyback onto this story. Ideas worth considering:
--How does the typical rehab program compare to the glitzy facilities getting all the publicity? Promises, the posh rehab center in Malibu, California, that treated Spears and Lohan, for example, offers its patients a masseuse, gourmet meals, 500-thread-count sheets and a personal trainer.
--Does the $48,000-a-month fee for a treatment facility like Promises have any connection whatsoever to the patient's ability to stay clean and sober when they leave rehab?
--Is publicity surrounding the stars' drug and alcohol problems helping or hurting your rehab center? If so, how?
--Is rehab becoming trendy? Are young people with drug and alcohol problems seeking rehab for the wrong reasons?
--What are the most important factors to staying clean and sober?
--Do you talk about troubled Hollywood celebs during your own sessions with clients? If so, what do you tell them?
--Insurance companies are paring treatment for drug and alcohol addiction to the bone. How does this affect the number of people seeking treatment?
"Special Report #50: How to Piggyback onto Celebrity News to Promote Your Product, Service, Cause or Issue" gives you dozens of ideas on how to tie your news to Hollywood gossip, from piggybacking onto hot movies to taking advantage of celebrity missteps. Only $10. Order at http://tinyurl.com/6uz9g
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3. Write Letters to the Editor
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When was the last time you wrote a letter to the editor of a newspaper, magazine, trade journal, or print or electronic newsletter?
I'm still getting emails and phone calls as a result of my letter to the editor that appeared in the June issue of Black Enterprise magazine.
I never read Black Enterpise. But Publicity Hound John Easton does. He emailed me and several other contacts a few months ago after the magazine wrote about how he uses YouTube for publicity. John is president of Eastonsweb Multimedia in Charlotte, North Carolina.
He also posted a link to the article at his blog and asked his readers to write letters to the editor, too.
I dashed off a quick letter thanking the writer for the helpful story. And I mentioned something like "as a publicity expert," I understand the importance of using video for publicity, or something like that. I also included my website URL in my signature which, luckily, the magazine printed.
My letter was one of several on the topic. John wins because it strengthens his position as an expert in the eyes of the magazine's editors. I win because people who read the letter visited my website and signed up for this newsletter. And the magazine wins because several letters on the same topic show that people are reading the magazine.
Here's a tip on the two types of letters that editors love to print:
--Those that include a strong opinion on one side of a controversial issue.
--Those that comment either favorably or otherwise on a recent article. Even if you think the article was slanted, or unfair, or inaccurate, write a letter anyway. There's always a chance the editors will print it.
"How to Use Newspaper & Magazine Editorial Pages" shows you all the ways you can promote your product, service, cause or issue in these sections, which Publicity Hounds frequently overlook.
It includes helpful tips on how to lobby a newspaper's editorial board when you're looking for their support. And it explains how letters can generate mountains of publicity even when you can't think of anything newsworthy about your own business.
The CD or electronic transcript is from a one-hour teleseminar I conducted. You can download the transcript as soon as your order has been approved. Read more about what you'll learn at http://tinyurl.com/5wh45
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4. Submit Video for TV
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The June issue of PR Tactics, the newspaper published by the Public Relations Society of America, includes an article I wrote on the popularity of user-generated video for TV newscasts.
I discussed how broadcasters, from your local TV station to major organizations like CNN, rely on material from citizen journalists--even poor-quality video if the story is big enough--to report the news. Homemade video is particularly appealing to stations that are cutting their news staffs.
Many stations make it easy for people to shoot video with a cell phone camera, then upload it to the stations' websites. Some stations will even let you use your cell phone's message service to send the video as an attachment.
CNN has an entire section at its website at http://tinyurl.com/epwbr that explains 40 different types of video it wants. Everything from how your garden grows to amazing road trips you're taking this summer.
All you frustrated PR people who can't entice TV stations to cover your event: cover it yourself and submit the video. Weekends, in particular, are slow in many TV newsrooms, so your story might have a good chance of getting on the air.
"How to Get on the Local TV News Tomorrow" offers inside tips from TV reporter and producer Shawne Duperon on how to identify the person in your local TV newsroom who decides which stories get covered. The recording of this one-hour teleseminar, available as a CD or electronic transcript, includes advice on how to catch the assignment editor's attention, follow up, and give them a story so enticing that your competitors are green with envy.
Read more about what you'll learn at http://tinyurl.com/yjrktx
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5. How to Quiet Noisy Hounds
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This week, a whopping 33 Publicity Hounds have tips for Michelle Nichols of Reno, Nevada. She's a podcaster for BusinessWeek.com who has problems quieting her two Lab-type dogs so they don't make noise while she's recording in her home office.
From Anita Larson:
"It’s summer! Lots of kids are home and bored. Ask a neighbor or friend’s kid to walk your dogs for an hour. Who knows? You could inspire them to become an entrepreneur and start a dog walking business."
From Jenni Bowring:
"My dog loves nothing more than a Kong filled with frozen peanut butter....Buy two Kong chew toys, which are hollow and intended to be filled with treats. Fill with peanut butter and toss in the freezer overnight (we wrap ours in plastic wrap).
"When it’s showtime, give each pup a Kong and they might just lie down and work on that treat for the whole half-hour."
From Candy Tutt:
"Incorporate the barks into the show! Anticipate an occasional bark or whine and have a couple of comments ready that tie in to each show. ('Barking up the wrong tree...sniffing out a good option...taking a bite out of your investment...having a bone to pick with your accountant etc.')
"What are the dogs’ names? Why not mention them when you sign off at the close of the podcast? This could turn into a kind of added attraction!"
The Publicity Hound says: I love the idea of including the dogs as supporting actors in your show, Michelle. And I'll bet that if you could pull this off, you could generate fabulous publicity for your podcast. This could be part of your branding.
Podcasters, authors, experts and others: Are you generating publicity for your podcasts, books, products and services at Amazon.com? Did you know that you can submit book and CD reviews, articles, and "Best Of..." lists? Don Mitchell and Randy Gilbert know 17 ways to use Amazon for publicity.
"How to Turn Amazon into a River of Gold," a teleseminar I conducted with them, is available as a CD or an electronic transcript that you can download as soon as your order is approved. Read more about what you'll learn at http://tinyurl.com/vroek
Read all the responses to this Help This Hound question at http://tinyurl.com/2zrzvz
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6. Help This Hound
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Jennie Rosenbaum of Melbourne, Australia writes:
"I'm an artist and have been offered my first solo show by a respected commercial gallery in Canada. This is extremely exciting as I have only been practicing professionally for a couple of years. My online presence and my website at http://www.jennierosenbaum.com/ are directly responsible for their approaching me.
"My concern is that I live in Australia. The total cost of the exhibition--including shipping my works, myself and my husband--is going to be expensive. I'd like to attend if at all possible in order to work on promotions and use this exhibition as a foundation to approach additional galleries--this is too good an opportunity to pass up!
"Are there any fund-raising ideas that your Hounds might have? I've stepped up the marketing of my online sales, and looked into grants, but neither are bearing fruit."
The Publicity Hound says:
Many artists read this newsletter and I know they'll be able to help. Hounds with great ideas can post them to my blog at http://tinyurl.com/2es72l
Artists who want unusual ideas for marketing should check out the recording of a one-hour teleseminar I did with art marketing expert Ariane Goodwin. It's called "How Artists Can Sell More Artwork through Online and Offline Publicity." It's available as a CD and an electronic transcript.
Read more about what you'll learn at http://tinyurl.com/yvewm8
I need more Help This Hound Questions.
Mailto:JStewart@PublicityHound.com?subject=HelpThisHound
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7. Hound Quote of the Week
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"The tail is a dog's PR department. A smile is yours."
--Unknown
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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Words That Sell: Inspiration-on-demand
http://tinyurl.com/26tbus
Worst mistake Internet marketers, Publicity Hounds make
http://tinyurl.com/26k8y5
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Where to Meet or Hear The Publicity Hound®
June 27: Teleseminar
"Promote Your Music: Tips, Tricks & Secrets of the Pros," 3 to 4PM Eastern Time. Join me and media consultant Scott G., owner of G-Man Music & Marketing and a recording artist, who successfully markets his music around the globe and creates media campaigns for artists, organizations and corporations, from the American Cancer Society to Zenith. Tess Taylor, president of the National Association of Record Industry Professionals, will moderate this teleseminar. $39.95 for non-members. Register at http://tinyurl.com/37drvy
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Reprinted from "The Publicity Hound's Tips of the Week," an ezine featuring tips, tricks and tools for generating free publicity. Subscribe at http://www.publicityhound.com/ and receive by email the handy list "89 Reasons to Send a News Release."
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Joan Stewart
a.k.a. The Publicity Hound®
3434 County KK
Port Washington, WI 53074
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Phone: 262-284-7451 (Central)
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