Publicity tips/The Spitzer Scandal, Mar 11, 2008

The Publicity Hound's
Tips of the Week
Issue #390 March 11, 2008
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.PublicityHound.com
http://www.publicityhound.net/ (Blog) The Publicity Hound®

Circulation: 43,792

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"Tips, Tricks and Tools for Free Publicity"

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In This Issue
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1. The Spitzer Scandal

2. March Madness

3. Turn One Product into Three

4. Newspapers: Online vs. Offline

5. Promoting a Book on Military Wives

6. Help This Hound

7. Hound Joke of the Week

8. At My Blog...


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1. The Spitzer Scandal
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Just a few hours after the news broke about New York Gov. Eliot Spitzer's hiring a high-priced prostitute, authors were all over national TV news shows commenting on the story.

And savvy book publicists were working the phones this morning, trying to get their clients onto shows like MSNBC's "Hardball" with Chris Matthews, "Hannity & Colmes" on FOX, and "Larry King Live" on CNN.

You don't have to be an author to find your way onto these national shows, or even local news shows in your own community. Here are some ideas on how to piggyback onto the Spitzer scandal and take advantage of the 24-hour news cycle:

- -What implications does the scandal have for the presidential campaign? Does Hillary Clinton, another woman who was wronged by her political husband, have anything to gain or lose in her race for delegates? Spitzer supports her candidacy.

- -Was Spitzer's minute-long press conference, with his wife by his side, appropriate? Or has he already put her through enough? Should he have stood behind the microphone alone? Crisis counselors and PR practitioners, how would you have advised Spitzer?

- -How does a wife forgive a husband who has put her through this? Therapists, mental health experts, marriage counselors and ministers can offer their thoughts.

- -Why do so many politicians, from former presidents Richard Nixon and Bill Clinton to former Congressman Larry Craig and former New Jersey Gov. James McGreevey, have secret lives? If your book or area of expertise ties into this topic, let the media know.

- -The Number One question the last 24 hours seems to be "How could Spitzer have been so stupid?" Experts will be debating this one for months, so comment on your blogs and in op-ed columns.

- -Should history's oldest profession be legalized?

You'll find lots more ideas in this article at the Huffington Post website: http://publicityhound.net/spitzerreaction

Now that you have an idea, learn how to pitch it. Publicity Hound Julie Languille followed all the pitching tips I recommended in "Special Report #7: How to Write the Perfect Pitch Letter That convinces an Editor to Write About You" and scored a Page 1story in the Wall Street Journal. The report is $10. Order it at http://PublicityHound.net/SpecialReports


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2. March Madness
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This is the month to use the phrase "March Madness" in your pitches, even though the stories you're pitching have nothing to do with basketball or the NCAA tournament.

For example:

- -It's been March Madness for weather-watchers, like the blizzard that dumped two feet of snow on Ohio over the weekend. If you can tie your story to the crazy weather, "March Madness" is a great phrase to slip into the pitch.

- -Spring break is under way for many students at colleges and universities. I think the "March Madness" theme is a perfect fit.

- -If you're a Wall Street expert and you're commenting on the market's tumble this month, work that phrase into your pitch.

- -Ditto for the mortgage crisis.

If you can't think of any tie-ins to March Madness, that's OK. TV producer Shawne Duperon teamed up with me to brainstorm dozens of story ideas for the first half of the year. "116 WOW! Story Ideas from January through June" includes something for everybody. We encourage you to steal the best ideas and use them in your publicity campaign.

It's available as a CD or an electronic transcript that you can download and be reading as soon as your order has been approved. Read more about what you'll learn at http://publicityhound.net/116storyideas


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3. Turn One Product into Three
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If you create information products, don't make the big mistake that most information marketers make.

They create one product. Then they fail to understand all the ways they can turn that product into two additional products, or three, or four, or even five, with just a little more work.

For example, let's say you've written a book that sells for $25 in the bookstores. Why not create a spiral-bound workbook that ties into the topic of your book and that you can sell at your website?

For a third product, host a teleseminar, record it and sell it as a CD or MP3 file. But don't just offer the audio. Hire an inexpensive transcriber and offer the product as a downloadable PDF for all those people who prefer to learn by reading and not by listening.

Cathy Stucker, the Idea Lady, is an absolute genius when it comes to figuring out ways to tweak, retool, reposition, and slice and dice content into related products quickly and easily.

She was my guest during a teleseminar last week called "How to Turn Content into Cash" and shared lots of her tricks on how she turns one product into multiple products.

Many people on the call had questions about what technology she uses to make it happen, specific vendors she uses when creating products, and what she does to save time. You can listen to the recording at http://www.PublicityHound.net/contentcall

Another tip: Both of us made a special offer you'll want to know about, but it expires tomorrow night.


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4. Newspapers: Online vs. Offline
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If you're pitching reporters who write for daily newspapers, are you spending most of your time pitching the ones who write for the print versions?

Or have you taken the time to research whether different reporters write for the online versions?

This article by Scott Karp, president and CEO of Publish2 Inc., should be must reading for everyone who pitches newspaper reporters. He writes:

"Newspapers used to see the web as a complement, a value add to the print edition. Now they have to flip the equation. The web is at the center, and the print newspaper must add value, as a complement."

Read the entire article here: http://publicityhound.net/printversusonline

Now, work online reporters and editors into your media plan. If you don't have a plan, or you don't know where to start, let me and my team of experts help you. The training course "How to Create a Media Plan" walks you step-by-step through the process, gives you more than 200 story ideas you can use in your own campaign, and tells you which social media sites are the best ones to incorporate into the plan.

Read more about what you'll learn at http://www.PublicityHound.com/mediaplan.htm


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5. Promoting a Book on Military Wives
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This week, 13 Publicity Hounds have advice for Marna A. Krajewski of Wakefield, Rhode Island on other markets beyond just the military that she can target for her next book titled "HOUSEHOLD BAGGAGE HANDLERS: Celebrating the Lives of Military Wives."


From Linda Swisher:

"How about spouses of law enforcement officers, who also have esprit de corps (many are also ex-military or in the Guard/Reserves); veterans organizations and auxiliaries, base exchanges or card/bookstores near major posts, companies whose large international workforces frequently relocate, and moving companies (sell in quantity to movers specializing in military relocation--they can give the book as a good-bye or welcome gift)."


From Stephanie Trahd:

"Piggyback your press releases onto the Lifetime TV show 'Army Wives.' There is definitely a wider market for you, as evidenced by the intense popularity of that show. 'Civilians' are very curious and still romanticize Army life."


From Jenni Hilton:

"Another popular TV show that features military wives is 'The Unit.' You could offer expert advice about a problem featured in one of the shows and pitch your book. Blogging about military wife life might also help. Find stories in newspapers that are relevant and include links. Women’s magazines are always interested in your story as a woman and, more specifically, a military wife. What about writing tips for moving frequently and meeting new people, and contacting Welcome Wagons and other groups as well?"


The Publicity Hound says:

Using the tips above, how about reviewing books at Amazon.com that deal with themes such as the military and relocating?

Randy Gilbert and Don Mitchell explain many of the 17 ways to use Amazon.com to market yourself--even at pages where your competitors' books are listed! I interviewed them during a teleseminar on "How to Make Amazon.com a River of Gold (for Authors, Speakers and Consultants)."

It's available as a CD or an electronic transcript that you can download and be reading as soon as your order has been approved. Read more about what you'll learn at http://publicityhound.net/amazonriverofgold


Send your own Help this Hound question to:
mailto:JStewart@PublicityHound.com?subject=HelpThisHound


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6. Help This Hound
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Angie Dzalamanow of Mount Pleasant, South Carolina writes:

"I am the public relations manager for Sylvan Dell Publishing, a children’s book publisher committed to exciting children’s imaginations with artistically spectacular science, math and nature themed stories. We’re doing fairly well at securing reviews for our 29 titles with key trade publications, regional parenting magazines and bloggers, but we would like to create a bigger buzz and score some national attention.

"In the back of every book, we include a ‘For Creative Minds’ educational section with fun facts, crafts and other educational activities. We also offer free supplemental parent/teacher resources on our website, including 30-80 cross-curricular teaching activities, child-friendly learning links, audio readings, interactive quizzes and a bi-monthly e-newsletter.

"However, our books are first and foremost fun-to-read picture books, and we want parents and educators to understand that there doesn’t need to be a strict line between educational and entertaining.

"The public relations team consists of me and two interns, and our budget is limited. We need some creative, affordable ideas for media kits and pitches, but we’ve yet to think of that ‘big idea’ we need to garner national media. Help from your Hounds would be greatly appreciated!"


The Publicity Hound says:

Your books make me wish I were a kid again. Hounds, let's help Angie and her interns reach parents and kids all over the world. Post your best publicity ideas at my blog at http://tinyurl.com/2lsp74


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7. Hound Joke of the Week
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Two fleas are coming out of the movie theater and it's raining very hard outside.

One flea says to the other flea, "What should we do? Walk or wait for a dog?"


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. At My Blog...
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Free ebook can help you promote your business or nonprofit http://publicityhound.net/freeebook


Marketing in a down economy? This webinar can help http://publicityhound.net/marketinginadowneconomy


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Where to See or Hear The Publicity Hound


March 27: Menomonee Falls, Wisconsin

"Red Hot Tips to Set Your Publicity Campaign on Fire," Menomonee Falls, Sussex and Germantown Business to Business Networking Breakfast; networking and breakfast from 7:30 to 8, presentation from 8 to 8:45 a.m. Tickets are $15. Guests welcome. For reservations, call Diane Henning at the Menomonee Falls Chamber at 262-251-2430.


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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