Publicity tips/Embarrassing a Reporter Can Backfire Jan 1, 2008

The Publicity Hound's
Tips of the Week
Issue #379 Jan. 1, 2008
Publisher: Joan Stewart
JStewart@PublicityHound.com
http://www.PublicityHound.com/
http://www.publicityhound.net/ (Blog)
The Publicity Hound®

Circulation: 37,811

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"Tips, Tricks and Tools for Free Publicity"

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My Gift to You: The Annual "Best of" Ebook

If you're back from vacation, or you missed my free gift to you last week, there's still time to claim it. It's "The Publicity Hound's Tips of the Week of 2007," the best 28 tips from last year's newsletter. Put your 2008 publicity campaign into high gear by downloading the ebook now at http://tinyurl.com/32avtz

Once again, many thanks to all of you loyal Publicity Hounds who read this newsletter, contribute to it, and comment on it.
I wish you the best success this year.

--Joan

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In This Issue
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1. Embarrassing a Reporter Can Backfire

2. 11 Challenges for Digital Literacy

3. Ditch the Shovels, Scissors & Checks

4. Speak on Cruise Ships for Free

5. How to Promote a Decorators' Association

6. Help This Hound

7. Hound Joke of the Week

8. And at My Blog...


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1. Embarrassing a Reporter Can Backfire
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Experienced Publicity Hounds know that when a reporter asks you a question you'd rather not answer, one of the worst things you can do is to say "no comment."

It labels you as:

--Guilty, even when you're not

--Wimpy and cowardly

--Unable and unwilling to defend yourself

So what's worse than "no comment"? Trying to embarrass the reporter by asking an unrelated question so preposterous that it's designed to throw him off guard. People who do that usually end up embarrassing themselves.

Sharon Dotson of Bayou City Public Relations in Dallas, Texas sent a link to a video interview conducted by investigative reporter Elliott Davis of WTVI Channel 2 in St. Louis, Missouri back in 2002. Elliott hosts a segment called "You Paid for It"
in which he uncovers government waste and corruption.

In this particular interview, he was asking St. Charles County Executive Joe Ortwerth about the battle between Ortwerth and county judges over the new $5.3 million county justice center that had been standing vacant for several months. The judges wanted metal detectors and a full security detail in the building. Ortwerth refused. Taxpayers were left paying for utilities and other expenses while the disagreement wound its way through the courts.

When the reporter asked Ortwerth about the squabble, Ortwerth first said he would answer questions but only if the reporter submitted them in writing.

When Elliott Davis persisted with his questions, Ortwerth
asked: "Do you know that Jesus loves you, Elliott?"

"Yes, and I love Jesus," Davis replied. Then he kept questioning Ortwerth. The county executive continued digging a deeper hole for himself with responses and questions related to Jesus.

Instead of trying to embarrass the reporter, the politician ended up embarrassing himself. Not only did his responses make him look guilty, wimpy, cowardly and unable and unwilling to come to his own defense, they made him look clueless. The reporter, on the other hand, appeared cool, calm, collected-- and completely in charge of the interview. That, in turn, gave the investigation more credence.

Judge for yourself by seeing the entire interview at http://tinyurl.com/2pwkqk


If you know which questions to expect during an interview, you'll be better prepared to answer them. "Special Report #2:
Questions You Can Expect Reporters to Ask During an Interview"
lists the questions reporters ask frequently and explains which ones are trick questions designed to loosen your lips--and how you should respond. Only $10. Read more about it at http://tinyurl.com/6uz9g


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2. 11 Challenges for Digital Literacy
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Online journalist Howard Owens has issued an interesting list of challenges to journalists everywhere to help them better use the Internet to report the news.

His list is so intriguing that I've turned it into my own to- do list. Publicity Hounds should, too, because the more you understand how journalists can excel at their craft online, the better you will understand the many online tools you can use to get through to them and to anyone who communicates online.

Owens is challenging journalists to do 11 things, from creating a blog to spending at least two hours a week for six weeks studying YouTube videos about any topic they wish.

You can read his entire list of challenges at http://tinyurl.com/22uasl

How can studying YouTube videos for 12 hours help you?

Seeing what other people have done online to promote their product, service, cause or issue will give you ideas galore on how to use videos to promote whatever you're selling.

For example, during my live presentations, I show my audiences a variety of videos I've created that demonstrate how to do things like capture email addresses at a website, or create a Google Alert, or write a press release that's optimized for the search engines.

I used a software program called Camtasia Studio which captures what it sees on my computer screen, then turns it into a video.
There's no reason I can't post snippets of some of those videos to YouTube to pull in traffic to my website and generate interest from people who don't already know about me.

Are you up to Howard's challenge? How many of his 11 tasks will you try to accomplish this year?

Some of the social media sites he suggests are among the seven that Internet marketing expert Don Crowther says you should be adding to your publicity toolbox. Don breaks through the confusing clutter of social media and recommends the top seven sites to concentrate on during 2008. The one-hour interview I conducted with him is part of the teleseminar series called "How to Create a Media Plan." Read more about what you'll learn at http://www.PublicityHound.com/mediaplan.htm


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3. Ditch the Shovels, Scissors & Checks
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This week's edition of my local weekly newspaper had another one of those ghastly ground-breaking photos.

You know what it looks like because you've seen hundreds of them. Four guys wearing business suits and hard hats are posing, each with their foot on a shovel, looking very uncomfortable and out of place.

These photos belong in the same category with the photos of oversized cardboard checks being passed from one person to another, or the ribbon-cutting photos that feature a 3-foot pair of cardboard scissors.

C'mon, Hounds. You can do better than that.

How about promising yourself that from now on, you will never assign, allow, take or request one of those horrible ground- breaking, ribbon-cutting or check-passing photos?

Instead, think creatively about how to promote a donation, the opening of a new business, or a new construction project.

If you're coming up dry, Dan Collins can help. He's the creative media relations director at Mercy Medical Center in Baltimore. When I interviewed him during a teleseminar a few years ago on "Fun Alternatives to Boring Ground-breakings, Ribbon-cuttings & Check-passings," I knew there was no excuse to resort to those cliche photos or staged media events. The teleseminar is available as a CD or an electronic transcript that you can be reading in minutes, as soon as your order is approved.

Read more about what you'll learn at http://tinyurl.com/7cl6z

Dan offers dozens more creative ideas on how to promote a hos- pital or medical center. "How to Make Hospital PR an Easy Pill to Swallow" is also available as a CD or an electronic transcript. Read more about what you'll learn at http://tinyurl.com/lr6qf


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4. Speak on Cruise Ships for Free
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If those enticing travel ads to warm-weather places leave you frustrated because you can't afford a winter vacation, this item is for you.

Daniel Hall says cruise ships everywhere need speakers year- round to teach and entertain their guests.

Here's the best part. You don't even have to be a professional speaker. If you teach arts and crafts, play bridge, or offer classes on how to use a computer, for example, you could be just the person they're looking for.

Daniel will present a free teleseminar for Publicity Hounds at
3 p.m. Eastern Time on Wednesday, Jan. 16. He'll explain not only how to get booked on a cruise ship and travel free, but how to turn your presentation into a series of products you can sell long after the cruise is over. And, of course, he'll also explain how a gig on a cruise ship can generate lots of free publicity for you and your business.

Save the date: 3 p.m. Eastern Time on Wednesday, Jan. 16. Sign- up details will be in next week's newsletter.


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5. How to Promote a Decorators' Association ============================================

This week, four Publicity Hounds have tips on how Nicka Stewart of Middletown, New Jersey can promote her organization, The Decorators' Alliance of North America.


From Wendy Terrado:

"Teaming up with Realtors, mortgage brokers, escrow offices and investors would serve DANA in two ways: 1) providing business to current members and 2) getting the word out about the organization. As a Professional Organizer, I'd recommend a DANA table at upcoming National Association of Realtors'
Conferences, which feature both local and national events. Do consult with your target regions' top Realtors to determine what venues they recommend for your target market.


From Ginny Wiedower:

"It might be wise to promote your organization through the Interior Design programs at colleges nationwide. This could help you recruit a young demographic that can remain involved in your organization for years to come. Another way to reach that demographic would be through social networking sites such as Facebook or MySpace. Look for groups focused on interior design and home decorating."


From Leyla Farah:

"You could partner with a local women's shelter or other type of home for those in need and donate decorating services to brighten their living space. You could get great media coverage for your organization, involve your members in a fun activity, and give back to the community at the same time."


The Publicity Hound says: Nicka, are you submitting press releases about your association to online press release distribution sites? If not, you should. Those releases live online forever, to be found by journalists and potential members. They will also pull traffic back to your website. Read my article "The New Rules of Press Releases: How to Write a Press Release for Buyers, Not Just for Journalists" at http://tinyurl.com/y8wgat

Read all the responses to this Help This Hound question at http://tinyurl.com/38xorv


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6. Help This Hound
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Genevieve Frederick of Carson City, Nevada writes:

"I am the executive director of Feeding Pets of the Homeless, an organization that helps to feed pets of the homeless and disadvantaged in cities across the country. Our website is at http://www.petsofhomeless.com/

"We enroll members who collect pet food and partner with a food bank that distributes the pet food to those in need. When pet- related businesses and veterinarian clinics and hospitals join, they received step-by-step instructions on how the program works and how they can receive publicity while helping pets in their community.

"We are going from for-profit to non-profit which will allow us to offer grants to vets so they can provide medical care for the pets of the homeless. What are some additional steps we can do to make our organization more visible?"


The Publicity Hound says: My two-legged Hounds love questions about four-legged hounds and other critters. And I know they'll have great ideas on how to promote your group. Hounds who want to help Genevieve can post ideas to my blog at http://tinyurl.com/34smzz


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7. Hound Joke of the Week
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You never realize a dog is a man's best friend until you start betting on horses.


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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Product launch publicity:
7 steps if you're on a small budget
http://tinyurl.com/345agn


Hollywood bad girls provide pitching opps galore
http://tinyurl.com/398324


New Year's resolutions: Don't make them on Jan. 1
http://tinyurl.com/3c3434


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Where to See or Hear The Publicity Hound:


January 21: 2008 smARTist Telesummit

I will teach artists "The New Rules of Press Releases: How to Write Them for Art Buyers and Collectors, Not Only for Journalists" from 1 to 1:45 p.m. Eastern Time. Register for the entire telesummit at http://tinyurl.com/3x35vr If you want a taste of what you'll be learning, you can register for a one- hour teleseminar at 7 p.m. Eastern Time on Tuesday, Jan. 8.
Three experts will give away their best marketing advice on how to succeed without sacrificing your artistic voice or wasting tons of time on dry business stuff. To register for that call, click on the link above, then "Register" at the top of the page.


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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
U.S.A.
Phone: 262-284-7451 (Central) Fax: 262-284-1737