How to Get Free Publicity
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About this ebook
You will learn that it can be surprisingly easy to get yourself free exposure in many quality and targeted publications. With clear guidelines, a powerful objective and creative thinking the world is yours for the taking. This book, once described in a review as 'deceptively simple' has no-nonsense information that is on target.
If you have tried to gain free publicity and failed you need a better plan. With powerful questions and a step-by-step guideline you can succeed.
If the author can get herself into newspapers, magazines and radio interviews with no previous experience, so can you. She believes that the skills you learn here will delight you in getting free publicity.
Linda McDermott
Are you a speaker, entrepreneur or individual wanting to Tap Into Your Talent and Take The Next Step? Linda McDermott helps you make your speeches, your products or your life more energetic, more rewarding and more fun! She is a Creative Director, Public Speaking & Performance CoachApart from 'normal' coaching, Linda's interesting clients have engaged her for many things: bringing them up to standard to get paid over $20,000 for their keynote speech; creating a concept for a one-woman show; bringing an animated character to life to include in a keynote; writing headlines and article angles for free publicity; adding the fun-factor to writing, products or speeches; interviewing for promotional video clips; inspiring to dream bigger with personal projects.Linda has taken dance lovers’ tours to New York and run workshops with international dancers. She pitched her romantic comedy screenplay at the Los Angeles Screenwriting Expo. At the same event she was a top 10% scene-writing finalist in the CS Open.She wrote How to Get Free Publicity after promoting her dance tours to New York with zero advertising budget but plenty of motivation and creative thinking.After being inspired by a funny speaker she spent four years working out how they did it! As a result and wrote her little book '88 Ways To Tell Funnier Stories' for speakers, trainers, writers and people who want to have a laugh with friends.Linda's personal mission is to bring colour and laughter toher world - so that it enhances yours.
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How to Get Free Publicity - Linda McDermott
How To Get Free Publicity
HOW TO GET FREE
PUBLICITY
A quick & easy guide for the speakers, trainers, sales people, self-employed and committee chairs
by Linda McDermott
License Notes
This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each person you share it with. If you're reading this book and did not purchase it, or it was not purchased for your use only, then you should return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.
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Copyright © Linda McDermott 1997. This edition 2010.
This book is copyright under the Berne Convention. All rights reserved. No reproduction without permission. Inquiries should be made to Linda McDermott, P. O. Box 65-074, Mairangi Bay, Auckland 0754, New Zealand.
ISBN 0-473-04017-4
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Preface
You can get free publicity, just as I do. No matter where you are in the world the principles of communication are the same.
I had no publicity experience until I promoted a dance tour, but I will tell you how I got my story covered in fifteen newspapers, twelve radio interviews, national magazines, and several newsletters. I have since appeared in many other publications and have helped others do the same. I am a publicity layman (woman!) not a public relations expert, and therefore I use layman's terms throughout this book.
I had never appeared in print before or featured in a radio interview, but both these exciting learning experiences proved to me that anyone can get free publicity if they follow a few guidelines. After helping many friends along the way I saw a need to write this book.
Since the first edition of this book we now have the internet and social media to promote our message. Lucky for us there are a plethora of authors out there willing to show us how to use on-line tools. Whether or not you choose to use social networking and internet, the core principles of getting your message out to the world still remain and you’ll find them in the following pages.
Read on, and learn how to achieve your own free publicity.
Good luck & best wishes,
Linda.
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Chapter 1
Overview of How to Get Free Publicity.
Here is a list of synonymous words for publicity which I found in the Collins English Thesaurus: advertising, attention, ballyhoo, boost, build-up, hype, plug, press, promotion, public notice, puff, puffery! That's what you're aiming for, isn't it?
In this book I will help you achieve success in getting free puffery, whether you are launching into a full-scale project aiming at nation-wide coverage, or just hoping to get a write-up in the local paper. By free publicity I mean that you can get your message into the media without paying for it.
By the end of this book, I hope you will be able to identify exactly what you are publicising and how to achieve the result you want from the various media available. Through studying your uniqueness, your attitude and your image, you will learn how to stand out from the crowd, and how to create a successful package to sell to an editor or producer.
Note that throughout this book, 'editor' means editor or producer. These are the people in charge of deciding the content of their newspapers or radio/TV programme.
I will take you through the essentials of gaining free publicity - from making a dynamic first impression to increasing your chances of publicity 100% by following up. You will learn how to turn a potential rejection into success, and how to create multiple publicity opportunities from one event.
You will find examples of letters and articles that work and you will learn to project your story so well that an editor won't be able to say no. You will find out the tricks of dynamic writing and sparking interviews. I have included practical advice on the interview process, and helpful techniques to use before the interview. You will learn skills for getting across an interesting message, and what to do afterwards.
If you suffer from lack of confidence you will benefit from the section on stress release and advice on sounding and appearing calm and professional when you are nervous. You will be able to use the methods to make you the happy, healthy and enthusiastic bringer of news that you are!
In this book I will be using myself as an example of how a person with virtually no experience cracked the publicity nut! If you take the time to absorb these new skills, and if you are prepared to do what it takes, your campaign for free publicity will be a breeze.
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Chapter 2
What Are You Publicising?
Before you can present yourself in a way that gets your message across, you need to know what you are offering and to whom. It is important that you identify what is unique about your goods, services or cause before you attempt to get others interested.
Sometimes this necessitates going beyond the obvious. The following anecdote about my friend Ann Skinner shows you that although on the surface she had a potentially boring story which no paper would take, by delving further into what she was really publicising, we saw a brilliant opportunity.
Ann owns a dance school in Auckland called Dance Dimensions and she wanted publicity for her annual concert. I suggested that I write an article and get it published along with a photograph in the local papers. She thought this sounded like a good idea, but told me she didn't think it would work. 'I've been trying for years to get in the papers. I send them articles but they never publish anything. One year a paper even sent someone out to do a story and take a photograph, but nothing ever appeared in the paper.' After some questioning it turned out that Ann had sent articles giving only details of the time and place of Dance Dimensions' annual concerts.
I told Ann I could see two reasons why the papers had not been interested