Publicity tips/Learn from Paris Hilton July 10, 2007

The Publicity Hound's
Tips of the Week
Issue #354 July 10, 2007
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.publicityhound.com/
http://www.publicityhound.net/ (Blog)
The Publicity Hound®

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Write Smarter Press Releases:

I seldom promote other people's teleseminars, but I wanted to let you know about this one sponsored by Bulldog Reporter. It includes an all-star line-up of experts on the topic of press releases. "Supercharging Press Releases: How PR Can Use SEO, RSS and Multimedia to Craft 'Smart' Releases for Wider Audiences"will be held at 1 PM Eastern Time on Thursday, July 12. One of the guest presenters is David Meerman Scott, author of the newbook "The New Rules of PR." Learn more at http://tinyurl.com/25gwkf

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In This Issue
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1. Learn from Paris Hilton

2. Tip Sheet Tips

3. Astrologers & Fortune-tellers

4. Ask the New York Times Editors

5. Promoting a Surfboard Stunt

6. Help This Hound

7. Hound Quote of the Week

8. And at My Blog...


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1. Learn from Paris Hilton
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OK, so you're sick of hearing about Paris Hilton.

Keep reading anyway, because she made a major mistake during her exclusive interview with Larry King last week. Understanding what it was, and knowing how to avoid it, will make all you Publicity Hounds a lot smarter the next time you interview.

Hilton mentioned that when she was behind bars, she read the Bible.

When King asked, "What's your favorite Bible passage?" she hesitated a long time, then said, "I don't have a favorite."

That wasn't a trick question. Interviewers frequently ask you to describe the "best" or "worst" of something, and she should have been ready for that one. Not having an answer made her appear even more disingenuous than she already is. You can see for yourself by watching highlights of the interview at http://tinyurl.com/2qza6s

If you're going to introduce a topic during your interview that's sure to pique the interest of the interviewer, you had better be ready to elaborate. Or risk looking unprepared and foolish.

By the way, exclusive interviews like that one provide a great opportunity for media coaches and speech coaches to critique the performance of the celebrity. Many people who missed the interview on TV will be searching for it the next day online. That's why your blog is a great place to comment on it. You can also post comments at other influential blogs that discuss the interview. And offer commentary to the TV columnist at your local newspaper.

What else do you need to know so you don't step on a land mine during a TV interview? Crisis communications counselor Jonathan Bernstein provided a checklist when he was my guest during a teleseminar called "How to Keep the Media Wolves at Bay." It's available as a CD or an electronic transcript that you can be reading within minutes as soon as your order is approved.

Read more about what you'll learn at http://tinyurl.com/b8wcy


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2. Tip Sheet Tips
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Publicity expert Fern Reiss of http://www.publishinggame.com/ offers great tips on how authors can generate publicity, even for fiction titles, in print publications large and small.

Write tip sheets that tie into the topic of your book. Example: If your book is about how to get into a top college, go with "Six Routes to the Ivies."

Fern's article in the July issue of the Publishers Marketing Association Newsletter offers these suggestions for creating great tip sheets:

--Highlight the best tidbits. Non-fiction books lend themselves to multiple tip sheets. Simply excerpt tips from your book. Add a great headline, a catchy lead at the top and an "About the Book" section at the bottom.

--Craft the tip sheet around niche items. If your novel prominently features a Golden Retriever, write your tip sheet on Golden Retrievers.

--For poetry books, try a mega-tip sheet by focusing on territory beyond the poem itself. If you've written a poetry book for toddlers, suggest ways parents can introduce young children to poetry.

--Keep your tone consistent. Is your book humorous? The tip sheet should be humorous, too.

Tips sheets are one of only nine types of briefs you can write about any product, service, cause or issue. Learn about all of them, and the best ways to submit your briefs on "Briefs, Fillers & Quizzes: How to Write Them and Why Editors Love Them." It's available as a CD or electronic transcript 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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3. Astrologers & Fortune Tellers
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Few people have a harder job getting publicity than astrologers, fortune tellers and others of their ilk.

The media are naturally suspicious--except when their predictions or comments tie into a hot, timely topic.

Thanks to radio publicity expert Wayne Kelly for tipping us off to this great and super short press release written by Steve Allen Media for client Maria Shaw, the astrologer for the National Enquirer. It was written just before the final episode of "American Idol." Here's the release:


Who will win on "American Idol"?

Ask Hollywood astrologer Maria Shaw.

Shaw appears on VH1, MTV, E! and other national TV programs and is the National Enquirer's weekly horoscope columnist. She says she knows who the next Idol winner will be.

Arrange an interview through Chris Tourigney: 661-255-8283.

Or send mailto:chris@steveallenmedia.com


The PR agency said it got at least 20 media hits from that release, and at least 40 more from a release it wrote about Maria Shaw's commentary on July 7, 2007, the luckiest day of the millennium.

Just for the heck of it, I Googled her name and found another great ad mentioning her in Radio-TV Interview Report at http://tinyurl.com/2xxr3q Look at all the ways she piggybacks her predictions onto the celebrities.

If you specialize in a New Age topic, check out Alex Carroll's new media list of 213 broadcast and Internet radio shows that welcome guests who can speak on topics related to New Age, self-improvement, mind/body/spirit, and empowerment. It's the only list of its kind, and because many of these shows reach very niched audiences, they have a loyal following. Learn more at http://www.PublicityHound.com/NewAgeradioresources.htm


If you're an expert on any other topic, you might be able to tie your news into celebrity gossip. Learn more from "Special Report#50: How to Piggyback onto Celebrity News to Promote Your Product, Service, Cause or Issue" at http://tinyurl.com/6uz9g

Read Wayne Kelley's latest audio newsletter, with terrific summer pitching tips, at http://www.onairpublicity.com/newsletters.html


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4. Ask the New York Times Editors
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Got a beef with the way the New York Times covered--or didn't cover--a story?

Curious about why such a high-brow publication seems obsessed with Paris Hilton?

Wondering why topics you think are important seldom show up in The Times?

From now through Friday, Times culture editor Sam Sifton answers your questions. Register at the Times website, then read the most recent Q&As at http://tinyurl.com/2m9w5k Email your question to mailto:asktheeditors@nytimes.com

Editors of other Times sections will answer questions in the months ahead.

If you'd rather have your question or comment appear in the print edition, write a letter to the editor. Every letter writer can get fabulous publicity, but only if you know how to write your letter so it doesn't sound overly promotional. I explain how in"How to Use Newspaper & Magazine Editorial Pages" at http://tinyurl.com/5wh45


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5. Promoting a Surfboard Stunt
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This week, 13 Publicity Hounds have great ideas on how Jeff Flowers can help his client, Tom Jones, get publicity. Later this summer, Jones will paddle a surfboard the entire length of the California Coast, more than 1,200 miles, to call attention to the problem of plastic pollution in our oceans.


From Stephanie Barko:

"Think strategic partnerships and co-op advertising. You need to be hooking up with outfits like Greenpeace and The Ocean Conservancy, who will put their monster PR machines and huge e-lists to work for your client."


From Emily Bowles:

"It seems that the Surfrider Foundation at http://www.surfrider.org/ would take a great interest in Tom’s efforts. Not only is there a happy coincidence with the organization’s name and what Tom will be doing, but their mission matches his.

"The Surfrider Foundation is a non-profit, environmental organization that has fighting ocean pollution at the top of its priority list. Their headquarters are in California, and many of their chapters line the California Coast. Perhaps, in addition to website and newsletter publicity that Surfrider could give to Tom, local chapters could rally to cheer him on as he paddles by their coastline. Maybe a beach-clean-up event to tie in with the event?"


From Shel Horowitz:

"Seems like there’s a potential to tie in not only with community environmental groups, but also with business: manufacturers of cleanup supplies, surfing and fishing shops, even perhaps the manufacturers of the yucky stuff he’s cleaning up, looking for ways to 'greenify' their image.

"Lots of press potential, too, both for immediate coverage and magazine feature articles later that could inspire others (airline magazines? AAA newsletters? National Geographic, Travel & Leisure, The Smithsonian, Discover, etc.)

Read all the responses at http://tinyurl.com/2hss6p


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6. Help This Hound
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Kelly Parthen of Madison, Wisconsin writes:

"My partner and I are opening Bean Sprouts, a new kids' cafe outside Madison, Wisconsin. We would love your readers' help coming up with some fresh ideas for our grand opening.

"It will specialize in freshly-made, healthy food for children, along with adult-friendly food and coffee.

"Its mission is to spark children's appetites for good-for-you food, while providing a happier meal for parents. Bean Sprouts will also serve freshly made organic baby food, as well as provide a weekly baby food delivery service.

"More information is available on our website at http://www.beansproutscafe.com/

"We're planning a week's worth of fun events for families such as a PB & Jammies day in which everyone wears pajamas, a dinner theater with a puppet show, a book/cook club that features a story time with a coordinating meal, and taste tests in which participants can taste samples and guess the secret ingredient.

"We need more ideas. Can your Hounds help?"


The Publicity Hound says:

Of course they can. This sounds like a really fun business, Kelly, with publicity opportunities galore! Hounds with great ideas can post them to my blog at http://tinyurl.com/2yw5b7

Think beyond the food angle. You and your partner are entrepreneurs, and you'd make a great story for local business publications.


For dozens more ideas on food-related publicity, see "Publicity Tips for Restaurants, Chefs & Foodies" at http://tinyurl.com/clr26


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7. Hound Quote of the Week
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"Every time I go near the stove, the dog howls ..."

--Phyllis Diller


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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AARP pitching tips needed
http://tinyurl.com/yo9oze


When your favorite reporter changes jobs
http://tinyurl.com/25cpew


Bad landing pages include four fatal flaws
http://tinyurl.com/34q3g6


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Where to Meet or Hear The Publicity Hound®


July 19: Teleseminar for Fitness Trainers

"How to Promote Yourself as an Expert Fitness Trainer and Generate Online & Offline Publicity," 1 to 2 Eastern Time, with Sean Greeley. 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)
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