Jim Rose PR Manual

As mentioned before, I'm not a manager, publicist or agent but I will
help you find a big agent once you get enough national press mentions
and articles. Please keep me in the loop every time national media does a
story on you so I can keep track. If some information here seems a little
complicated then find a fan or friend to walk you through it. Please don't
expect me to write your releases. I've done that before and the bands
never learned to do it themselves.
Dive in, have fun, learn as you go. Out work your competition and you
will win. :)
FOREWORD
My name is Jim Rose and I own a freak show The Jim Rose Circus.
It's my job to convince the world that their life is incomplete if they don't
buy a ticket, get in their car, go to a venue and see something their better
nature tells them not to. Only PR can make this a successful venture.
Publicists are very expensive so I learned to become one myself. It soon
became apparent that circus technique works for many types of
businesses, especially for artists.
THE WALL STREET JOURNAL did a feature story on me. FAST
COMPANY magazine put me on the cover with a feature story as well.
The best selling business book THE DEVIANTS ADVANTAGE featured
me in its first chapter.
Salvador Dali is an inspiration, because he coined the phrase self
mythologizing and embodied it with his self promotion stunts, so I have
included some of his examples in this offering.
In chapter 10 THE ART OF PUBLICITY STUNTS, some of the
information I'm giving you is extreme. The reason for this is to take away
your fear of manufacturing stories for the media. What most people don't
realize is that the media doesn't care as long as it's a good story. Never
tell them that you're goofing because they need deniability.
P.R. is easy, free and accessible for anyone. It takes understanding of the
rules, along with inside information on how the media works.
Having no budget for it does not mean a business must go without - it
only means it must get creative. Hiring a public relations firm doesn't
guarantee you media space, but it does guarantee you will still have to
pay them. Most of them won't accept you as a client unless you sign on
for at least six months and commit at least $3,000 to $5,000 a month to
the campaign, with the larger firms expecting you to spend $12,000 a
month or more.
So why not do-it-yourself? After all, who knows more about your
business than you?
JR P.R. TRAINING MANUAL will show you easy steps to attract all the
media attention you need to become more profitable, and generate free
publicity that you can implement straight away.
CHAPTER 1
WHAT IS P.R.?
1. DEFINITION
Public relations is the practice of getting attention and shaping public
opinion. Its tools include publicity, advertising, public affairs forums,
lobbying public officials, and any and every other means that gets a
message out to the public. Some of the main goals are to create, maintain,
and protect the organizations reputation; enhance its prestige; and
present a favorable image. Mostly however it is about placing positive
stories in the media about a person, a company or a product. This gives
the illusion that the client's message is simply the product of impartial
journalism rather than advertising with which the consumer is more
familiar and resistant.
A strong story placed in the newspaper, picked up by everybody else, will
actually have more impact than an advertising campaign. Unlike
advertising or marketing, with which it is often confused, P.R. is more
soft sell than hard sell. It emphasizes information, persuasion and
diplomacy as opposed to packaging, paid media and force.
The Chartered Institute of Public Relations (CIPR) says Public
Relations is about reputation - the result of what you do, what you say
and what others say about you. Put simply, PR is a way of reaching
people and influencing how they see you, using a range of activities from
seeking media coverage to strategic partnerships to cultivating a good
relationship with local press representatives.
P.R. uses many of the tools of marketing and may be used to promote a
particular product, but it is also employed in pursuit of a slightly different
goal: to attract investments, influence legislation, raise companies' public
profiles, put a positive spin on disasters, undermine citizens campaigns,
gain public support for conducting warfare, and to change the public
perception of repressive regimes. Owing to its subtleties, it is
occasionally viewed as propaganda or, in more current jargon, spin,
the intentional manipulation of public opinion without regard for what is
accurate or true. That is why by necessity the industry keeps a very low
profile. Public relations is very much an invisible art and some PR
companies are unknown to the public; it doesn't serve their purpose to
reveal how much they manipulate journalists and the public.
JR P.R. Training Manual 1
2. P.R. ADVANTAGES
Public relations is what the words say: Relations with the Public. Without
any relations with the public, you may as well close your doors.
With advertising, you talk about you. With PR, the media talks about you.
You need people to know about you in order for them to buy your stuff,
attend your event, etc.
Know what public relations can do for you:
. Credibility
Paid advertising increases name recognition; media relations increases
credibility. Media consumers believe that news stories are objective and
that translates into greater influence, better sales and improved public
awareness. When people read a story about the excellence of your
organization in a newspaper or see a story praising your company/your
band on television, they are much more likely to have a favorable opinion
of your organization/band.
. Best way to launch a brand
P.R. is also considered by many as the best way to launch a brand or new
product. Through the media, many startups, small businesses and artists
are often transformed from little unknown companies to famous
brands.When something is new the media often will write about it
because of its news value. Because of its versatility, the media can place
you in the spotlight at almost any time and in any place you choose.
. Stretches your marketing budget
Every day radio, TV, newspapers, and e-zines give away millions of
dollars in free publicity. Because the media does not charge for news
coverage, the relative cost of a good program is a lot less than for paid
advertising or a direct mail campaign.
. Reaches the public in large numbers
The media can tell your story to thousands of potential customers, maybe
even millions. While you would probably benefit by taking your message
individually to persons who might be interested, it is much faster and
more effective to reach the public in great numbers.
Coverage in important publications or on TV can make your organization
look much larger than it is, and your good reputation can spread far and
fast, virtually overnight.
. Impact
P.R. is persuasive. It can shape public opinion, mold personal images and
even reverse negative attitudes. Because public relations increases
credibility, it helps you attract those who want the best. When people
have heard of you and have a favorable impression of you, it is easier to
attract and hold their attention while you tell your story.
. Longevity
P.R. offers longevity by providing you with a permanent record. Once
you have been mentioned in the media, you can show the clipping to
potential clients, quote it in your advertising, or use it as a means to
garner more publicity.
3. HISTORY
Public Relations has been around for centuries. There is evidence of it
scattered through history.
In ancient Rome, the force of public relations was evident in phrases such
as vox populi, vox Dei (the voice of the people is the voice of God),
and res publicae (public affairs), which means republic. Julius Caesar
carefully prepared the Romans for his crossing of the Rubicon in 49
B.C.E. by sending reports such as Caesars Gallic Wars (52 B.C.E.) on
his epic achievements as governor of Gaul. Most historians agree that he
also wrote his Commentaries as propaganda for himself. Recognizing the
power of news to mold public opinion, Caesar published a daily paper
called Acta Diurna (daily acts or daily records) that continued for
400 years.
When Christianity emerged at the height of Roman influence, the
teachings of Jesus and his apostles took center stage in the battle for
religious dominance in the public mind. Once the Christian church took
shape, it relied on eloquent speeches and letters, such as Pauls epistle to
the Romans, to win converts and guide the faithful.
In Biblical times Moses is revered as the greatest miracle worker of all
time. According to legend, even Moses experienced some rough sledding
at beginning of his career. He couldn't give a ticket away. Precious few
people came to his shows. You could catapult a boulder through his
crowd and not hit anyone. In despair, young Moses decided to have a
brainstorming session with a publicist. They went over several marketing
ideas, but nothing seemed right .
Suddenly out of nowhere Moses said "What if I could part the Red Sea?"
His publicist replied "Moses, if you can part the Red Sea, I can get you
two pages in the Bible." He got his feature story and the rest is history...
There are some milestones in the history of public relations, such as the
press release being created in the 1800s and the creation of Public
Relations Society of America formed in 1948.
A number of American precursors to public relations are found in the
form of publicists such as P.T.Barnum, who specialized in promoting
circuses, theatrical performances, and other public spectacles.
Also in the United States, many early public relations practices were
developed in support of railroads. In fact, many scholars believe that the
first appearance of the term "public relations" appeared in the 1897 Year
Book of Railway Literature.
In early 20
th
century Sigmund Freud's nephew, Edward Bernays, an
innovative thinker and the pioneer of modern public relations, said, The
three main elements of public relations are practically as old as society:
informing people, persuading people, or integrating people with people.
Of course, the means and methods of accomplishing these ends have
changed as society has evolved. Bernays is said to have also coined the
term 'public relations', and to be the father of 'spin' - the art of portraying
oneself in a somewhat distorted, almost manipulative manner.
At the turn of the 20th century, "muckraking" journalists were stirring up
public dissent against the powerful monopolies and wealthy industrialists
who ruled the day. Early public relations firms fought the bad press by
placing positive stories about their clients. Using press releases they'd
feed newspapers "the facts" about their misunderstood clients, namely the
railroad and tobacco industries. PR professionals became so good at
whitewashing even the darkest corporate sins that they earned a
reputation as "spin doctors."
Much time has passed since those days, and to label today's P.R.
professionals as dishonest would be to ignore how prevalent and
important their work has become to people and organizations of all
shapes and sizes -- small businesses, artists, authors, musicians, activists,
universities, and non-profit organizations -- not just big business and big
government.
Over time, with the creation of the telephone, and again with the
invention of the internet, P.R. has changed and adapted with the changing
technology. Consumers want their information faster and more of it, and
with this changing demand, public relations has become a standard
operation of companies and corporations worldwide.
4. DEVELOPING YOUR P.R. PLAN
While communication is the essence of public relations, an effective P.R.
campaign is ultimately based on actions.
A public relations plan is a layout of how you intend to inform the public,
both consumers and non-consumers, about your company, your products,
and the important events pertaining thereto. Marketing experts will tell
you that a well researched public relations plan is often far more effective
than advertising.
There are plenty of ways to create a winning P.R. plan that also supports
your existing marketing, just as there are many opportunities to develop
impactful P.R. without breaking your budget.
Here is a guide to formulate a clear and defined plan that will help your
business achieve optimum results in the media:
1. Objectives: It is first most important to define and write down your
objective for your publicity or media plan.
Will your public relations campaign be designed to:
Announce a national tour? Create and reinforce your brand? Assist you in
introducing a new service or product to your market? Establish your
expertise among your peers, the press, or your potential clients or
customers? Generate sales or leads? Build goodwill among your
customers, suppliers, or your community? Inform and create good
perceptions regarding your company and services? Moderate the impact
of negative publicity and/or crisis?
With a clear objective in mind you have laid the ground work to complete
the following steps.

2. Goals: Define your goals in achieving this objective. It is important
that your goals be specific, measurable, results-oriented and time-bound.
These goals must be in-line with your overall business, marketing, and
sales objectives.
3. Target Audience: Determine who your target audience consists of.
Who is it that you want to reach with this campaign? What do you want
your key message to be?
4. Schedule: Develop a schedule for your public relation campaigns.
Create synergy by coinciding your public relations plan with other
marketing and sales efforts.
5. Plan of Attack: Develop your plan of attack. What communication
vehicles will you use to get your message to the public? Examples may
include: Press releases, Articles, Letters to the Editor, Radio, Television,
or Press Interviews, Event Sponsorships, Seminars, Speaking
Engagements or Media Tours, etc.
6. Results: Put measures in place to track the results of your P.R.
Campaign. Manage a portfolio by creating a binder that includes your
P.R. plan, media contacts, media clips and press releases. Analyze the
results of your activities and compare them against your plan. Study what
worked and what didn't and build that into your next P.R. program.
7: Crisis planning is also an essential part of your business's P.R. plan.
This should include all possible negative scenarios and the appropriate
responses to them. Ensure that other members of your business are aware
of crisis procedures, and take time to do a test run to help iron out any
inconsistencies or holes in your plan.
Always remember to put your goals and objectives in writing; this will
help you stay on track throughout the year and evaluate your success.
Planning your P.R. strategy now will not only help generate new ideas
and opportunities for you and your business to shine, it'll give you peace
of mind in your day-to-day operations. Additionally, identify potential
media opportunities that could occur during the year, such as product
launches, expansion activities and new service offerings, and develop a
calendar that lists the events. If you can, try to organize major news
events all at once to create the most buzz.
While P.R. plans are always subject to change, planning ahead will
enable you to stick to your overall goals and maintain your focus.
Press Clipping Service
Youll want to know if syndicates and wire services are picking up your
story. Thats where a subscription to a clipping service can help. These
services scan thousands of newspapers, magazines, and Web sites and
monitor television talk shows and news programs looking for mention of
your company or product. You can also provide them with key words
thereby keeping up to date on your industry or competition. There are
services that still manually clip articles but there are also Web-based
services that scan electronic versions of publications and deliver your
"clippings" in electronic form. In either case, having these clippings
enables you to judge whether your news is reaching your target audience
and if your P.R. plan is effective.
You also can Google your name or product and do a customized search
in the last 24 hours or last week or last month, and see if there are
any new articles written about you.
CHAPTER 2
BUZZ MARKETING
If the Freak Show is coming to town and you create a sandwich
sign that reads "Freak Show at the Marquee this Saturday!" - that's
advertising. If you put the sign on a 400 pound female sumo wrestler and
walk her around town - that's promotion. If the female sumo wrestler
wears the sign while feeding her face at an all-you-can-eat restaurant -
that's publicity. If you get the restaurant manager to laugh while serving
the sumo another tray of fried chicken with all the fixings - that's public
relations. If you get everyone who witnesses the spectacle or hears about
the story to mention it to their friends, family and coworkers - that's buzz!
And if you attend the show that Saturday night - that's The Jim Rose
Circus!
"Buzz" is my favorite four-letter word. Just thinking about it sends
shivers down my spine. Whenever I talk about buzz, I always speak in
my most fervent evangelistic tone because I want my disciples to feel the
awesome power that this concept embodies down deep in their souls. Can
I get an Amen!?! In the Freak Show business, it pays to cultivate rabid
fans who can't wait to spread the gospel far and wide.
When I unleash my buzz, I want my disciples foaming at the mouth,
barking at the moon and speaking in tongues about how the Jim Rose
Circus transformed their life. Amen, brothers and sisters!
Amen! Buzz will set you free!!!
1. SO WHAT EXACTLY IS BUZZ?
Buzz starts conversations; it is a word-of-mouth viral marketing
technique. It captures the attention of consumers and the media to the
point where talking about your brand or company becomes
entertainment, fascinating and newsworthy. Buzz enables you to tap into
people's natural networks for distributing information. We all have
networks of friends, family, coworkers and acquaintances. Inevitably, a
handful of people in each network represent the trend setters for the
remainder of the group. These trend setters influence their peers and are
constantly looking for ways to stay one step ahead of the pack. Buzz
gives them the edge they either consciously or subconsciously crave.
To make people talk, you have to give them an exciting story that pushes
buttons be it taboo, unusual, outrageous, remarkable, funny, or secret
(kept or revealed).
The media has the consumer's attention and is credible. Capturing its
attention is valuable, but when you combine media buzz with consumers
word-of-mouth, it is priceless; it catapults your brand.
My Freak Show is proof positive that empowering trend setters with buzz
can literally transform a niche performance art into a cultural
phenomenon.
2. HOW DOES BUZZ WORK?
A word-of-mouth endorsement from your coolest friends is far more
effective than traditional television or print advertising because it
possesses the energy and sincerity of a personal endorsement. Who are
you more likely to believe, a respected friend who raves about a
phenomenal personal experience like witnessing a live performance of
the Jim Rose Circus or a distrusted, faceless multinational marketer
hawking a revolutionary new tampon? The key to creating an effective
buzz is that it must have an organic feel. By organic, I mean pure,
unadulterated and sincere. If there's even a hint or scent that it's contrived
or manipulative, buzz will fail miserably. Think about it. People have low
opinions and expectations of used car salesmen, personal injury lawyers
and members of Congress because they're generally perceived as
disingenuous, self-serving and deceitful. As a result, you discount or
disbelieve almost everything they say. My target markets for a buzz
campaign (fans, alternative press and the media) are skeptical and
particularly sensitive to deceptive practices. When I craft a buzz
campaign, I plan with meticulous precision and consider every
conceivable angle. I've always focused on building brand loyalty for my
Freak Show, so I never want to jeopardize all the goodwill we've
established over the years. Nothing is contrived, but I do spend
considerable time thinking through all the ramifications of a buzz
campaign. Above all, I strive to make each contact with a member of my
target market a unique, serendipitous encounter. I have no choice in the
matter if I want to remain one of their coolest friends.
3. HOW TO CREATE BUZZ
My underground strategy for creating buzz can be broken down into its
component parts.
First, offer an incomparable product or service. Second, focus on the
cutting edge and how the product or service can be characterized as
innovative. Next, tell a great story to trendsetters who will generate word-
of-mouth buzz. Finally, always look for opportunities to create a little
excitement with buzz.
Generating a buzz is infinitely easier if your product or service is
revered as the industry leader. In each network, the coolest friend always
has the inside track on the "latest and greatest." Even if you're not yet
regarded as the industry leader ("the greatest"), you can create a buzz by
promoting what's new or innovative about your company ("the latest").
Make it easy for people to get in on the ground floor of an exciting new
revolutionary product or service. In Hollywood, there's incredible
competition to discover "the next big thing" in music, apparel, hair styles,
automobiles, video games, vacation destinations and everything else
those trendy Californians think about all day. Tap into this dynamic.
Buzz is rooted in the dramatic arts. We all have a story to tell, but
some are certainly far more interesting than others. Every story worth
telling requires a hook that somehow excites, intrigues and captures the
listener's imagination. If the hook is familiar or predictable, you can
count on the story to generate yawns and gain an instant "buzz kill" label.
Focus on the attributes that differentiate your business from the crowd.
My best buzz-generating hooks always appeal to the inherent human
fascination with ancient secrets, unexplained phenomenon, mysterious
customs and the supernatural.
When I first introduced Mexican Transvestite Wrestlers and four hundred
pound Female Sumo Wrestlers to the world, the reaction was
magnificent. People were astonished, mesmerized, even humbled. It was
like they were viewing a bona fide alien for the first time. They were!
After one show in Nashville, I heard one guy remark: "I haven't seen a
sight like that since the time I saw Bigfoot and Elvis drive past me in a
pink Cadillac!"
I constantly look for opportunities to create buzz about the Freak Show.
Several tours ago, I realized that I had to come to grips with a vexing
problem. My solution was perfect and incorporated a healthy dose of
buzz.
Here's what happened: Once the venue doors open for one of our
performances, the fans immediately occupy the floor area between the
stage and the sound board. This created a problem because the Freaks are
inevitably forced to mingle with the fans. Even in a crowd, the Freaks are
easily recognized. More importantly, I've always felt that a performer
shouldn't mingle with the audience prior to a show because it detracts
from the pent-up anticipation that should precede every live performance.
But I still needed the Freaks to do some of the organizational tasks like
checking on the walkup ticket count, making last minute sound and light
changes and escorting VIPs backstage. To maintain the element of
surprise and allow the Freaks to circulate freely within the venue, I
decided on a novel solution that allowed me to generate a little buzz. I
had each of the Freaks don an all black Ninja outfit complete with black
ski masks. The Freaks went about their pre-performance tasks and no one
could ever determine whether a Ninja was a Freak, a stage hand or an
Asian assassin. The appearance of a Ninja always sent ripples of
excitement throughout the audience and reinforced one of the
fundamental attractions of our live shows.
Our audience always wonders what's going to happen next?
4. THE BUSINESS OF BUZZ
In the business world, buzz provides a highly effective strategy for
gaining momentum. If you're running a Freak Show, don't settle for
momentum. Go for acceleration. Look for opportunities where you can
create a super-double buzz! When you're able to mount an effective
word-of-mouth campaign, your customers become some of the most
animated and committed ambassadors for your business.
A buzz campaign is cheap, especially when you harness the potential of
the Internet. When I started the Jim Rose Circus, I had no choice but to
utilize my creativity and guile to build a grass roots following. We simply
didn't have enough funds to mount anything resembling a traditional
promotional campaign. Expensive print ads in prestigious newspapers
and magazines were out of the question. The cost of assembling mailing
lists of potential fans was prohibitive. In the early days the Circus was so
strapped for cash, I required the Freaks to donate their shoe laces so I
could at least claim that an advertising budget did exist! Out of necessity,
I decided that we had to develop a word-of-mouth campaign that would
connect with our three principal target markets: fans, the alternative press
and the media. Twenty years later, we still don't have a flashy advertising
budget and can do without one. The buzz building strategy that I
developed still resonates to this day. I continually look for ways to refine
and perfect my strategy. Every time I embark on a new project, I rely on
my time-proven system for spreading the word around the nation and
increasingly the world.
It's worked for me and it will work for you.
5. MEDIA BUZZ
Long ago I decided to become a media darling. The media loves buzz,
especially when it involves breaking news or a controversial subject.
Earlier I explained that trendsetters want to find the next big thing.
Members of the media are some of the most prolific trendsetters in
existence. They're always scanning the horizon for their next big scoop.
They can't wait to break a hot new story and be lauded as the journalist
who helped launch the next cultural sensation. So if you're the leader of
your business entity or aspire to become the leader, it's crucial to develop
an ability to tell your company's story to the media. I am the very visible
CEO of my Freak Show. I seldom miss an opportunity to tell our story,
especially when I sense that the journalist's story will create a buzz. I'm
topical, quotable and make it easy for the journalist to connect the dots. I
also strive to make my Freak Show business relevant in the broader
business environment.
In fact, I've become such a valuable resource to certain members of the
press that they call me whenever they need a quote or insight into a
variety of topics. They know I will help them out when time constraints
and their editor places them behind the proverbial eight ball.
6. INTERNET BUZZ
The Internet provides an incomparable communication medium for
creating buzz. In many networks, the trendsetters are the Internet geeks
who surf the bleeding edge of this incredible technology.
Through web sites, email, blogs and forums, we connect with our target
market in a manner that's simply wasn't possible when we were limited
by personal appearances.
When we're not on tour, the official Jim Rose Circus web site becomes
our principal method for connecting with fans. The URL is
www.jimrosecircus.com and www.facebook.com/jimrosecircus. We
constantly update and revise the site to keep it fresh and ensure that our
fans visit on a frequent basis. Since I can't invite all our fans over to my
house to hang out, I want to provide them with a place they can call
home. Over the years, this type of commitment has enabled us to build a
worldwide community of Freaks who have a vested interest in our
success. Whether I meet our fans in person or online, the relationship is
meaningful and goes both ways. Whenever I'm able to post something
that I feel the fans would find interesting, we put it on the web site. The
response from our fans has been very gratifying. We now average
150,000 visits per month. I'm starting to think we're on the verge of a
Freak Show revolution...
In quick succession, let me touch on three additional technological
applications for implementing buzz campaigns.
If done correctly, email buzz campaigns can become viral. When buzz
become viral, it runs rampant and spreads in ways that few people can
anticipate or fathom. As always, the success of an email buzz will depend
on the same factors discussed earlier in this chapter. You must create a
personalized organic message that enables a trendsetter to remain one
step ahead of the crowd and influence the people within their network.
The ability to reach a substantial portion of your target market in a matter
of seconds coupled with the absolutely nominal cost of an email blast
make this application one of my personal favorites.
In a buzz campaign designed for chat rooms, an individual assumes an
identity appropriate to their target audience and proceeds to spread the
news about their product or service.
Blogs present another innovative way to reach trendsetters on the cutting
edge. The key to successful blog buzz is to select a blog that has a high
degree of credibility with the network.
How can your company use these applications to create a cultural
phenomenon?
CHAPTER 3
THE ART OF SELF MYTHOLOGY - From
Dali to Donald
Warning! This next strategy should only be attempted by supremely
confident, thick- skinned individuals who harbor an incandescent desire
to back it up. If you're not at least a borderline megalomaniac, this
strategy is doomed to fail and you'll find yourself melting away like a
Dali watch. So if your tendency is to think in a small or conservative
manner, think again.
Self mythology is not for you. I'll start this analysis of self mythology
with the master, then highlight the exploits of one of today's premier
practitioners of the craft and conclude with a few of my own myth-
making secrets.
At a time when celebrity-worship has become a worldwide obsession, the
art of self mythology represents an incredible tool for an entrepreneur
hellbent to establish a business empire.
1. SALVADOR DALI
Salvador Dali was the undisputed master of self mythology. For seven
decades, this world class Surrealist and eccentric extraordinaire drew
attention to himself by weaving an ingenious tapestry of words and
actions. Dali's ability to seize the public's attention with self-laudatory,
bizarre and controversial moments is truly legendary. His persona was
calculated to create scandal and to make people always talk about him.
He got away with it because of his great art and eccentric dress and
mannerisms. For many of his most infamous pronouncements, there was
absolutely no basis in fact - only a desperate desire to draw attention
toward himself. Dali was Dali, provoking the world with surreal
inventiveness and his own bizarre personality.
Dali was the first to coin the phrase "self mythology." He's always been
one of my biggest influences for countless reasons, but here's the most
compelling: Dali inspired me to transcend the cubicle that traps the
unwary and uninspired. It's a debt that I'll never be able to satisfy other
than by paying homage to this eccentric exhibitionist.
How does one become "larger than life?" It doesn't happen by accident.
Rather, it is by design. Salvador Dali systematically created a character
that was so compelling, like Frankenstein, it could not be denied. He
constantly took liberties with the truth and fabricated it
beyond recognition over and over until his creation became the truth.
Depending upon your perspective, this talent or perversion was the secret
to Dali becoming one of the world's foremost cunning linguists. He used
his heritage to craft a larger-than-life persona.
This next passage contains one of my favorite Dali quotes which draws a
distinction between himself and a madman. This kind of chutzpah is the
stuff of legend. As you will see, audacity can be very liberating.
"I completed my first painting at the age of six and have always felt that
the best things that can happen to any painter is to be Spanish and to be
called Salvador Dali. If you focus on mythologizing yourself with every
fiber in your body it will come to be. The sole difference between me and
a madman is that I'm not mad. I enjoy being the subject of controversy.
One of the principal objectives of self mythology is to establish instant
notoriety when you saunter into a room. As you'll see, Dali seldom
waited for a second chance to make a first impression. Don't settle for the
old adage "clothes make the woman/man." Concentrate on a dynamic
look and grand entrance that makes a definitive statement about you. If
you're content to be a wallflower, the self mythology strategy will never
work.
Salvador Dali wasn't afraid to admit his influences. He had the courage
and audacity to put it on display for the whole world to dissect. He
thrived on controversy. To successfully create a larger-than-life persona
through self mythology, you must possess an ironclad commitment to
words and actions that are provocative, memorable and above all,
controversial.
Howard Stern may claim to be the King of All Media, but Salvador Dali
was the original Shock Jock. His personal pronouncements were always
calculated to create scandal and solidify his place as the topic of a very
lively conversation. Let's face it, a pretender with less prolific artistic
achievements or inferior eccentric mannerisms would have been stoned
to death. At the end of the day, the only person who ever stood a
snowball's chance in Hell of topping Dali was Dali. In his later years, he
reflected on the challenges of his self mythology campaign. "It is not an
easy matter to hold the full attention of the public for a whole half hour. I,
however, have succeeded in doing it every single day for the past twenty
years. My motto is: 'Dali must always be talked about, even if nothing
good is said about him.' For twenty years I managed to have the
newspapers publish the most inconceivable news of our times, relayed by
teletype."
An event provides a rich opportunity for a motivated individual to shine.
But you just can't wait for an event to happen, you must be the catalyst
for the event. In order to shine with the brilliance of a Dali, you must
carefully plan and choreograph for maximum impact.
Here's a sampling of Dali's most notable events.
PARIS: Dali gives a lecture at the Sorbonne on the "Lace-maker" by
Vermeer and the Rhinoceros. He arrives there in a white Rolls- Royce
filled with a thousand white cauliflowers.
ROME: Dali is reincarnated in the torch lit gardens of the Principessa
Pallavicini, bursting out unexpectedly from a cubic egg covered with the
occult inscriptions of Raimond Lulle, and makes a dynamic speech in
Latin.
VENICE: Gala and Dali, disguised as twenty-seven-foot-tall giants,
descend the steps of the Bestegui Palace and dance with the crowd which
gives them a wild ovation in the Piazza.
NICE: Dali heralds a film to feature Anna Magnani, "The
Wheelbarrow of Flesh" in which the leading lady falls madly in love with
a wheelbarrow.
PARIS: Dali marches through the city parading a fifteen-meter long
loaf of bread, which is laid in the Theatre de l'Etoile. There, he delivers a
hysterical speech on Eisenberg's "cosmic glue."
MADRID: Dali makes a speech inviting Picasso to return to Spain,
opening with the statement:"Picasso is a Spaniard - so am I! Picasso is a
genius- so am I! Picasso is a communist - neither am I!"
BARCELONA: Dali and Luis Miguel Dominguin have planned a
surrealist bullfight, at the close of which a helicopter, dressed as an
Infanta in a balenciaga gown, will transport the sacrificed bull to Heaven,
to be laid on the sacred Mountain of Montserrat and devoured by
vultures. Simultaneously, in a makeshift Parnassus, Dominguin will
crown Gala, disguised as Leda, while at her feet Dali will emerge, naked,
from an egg.
NEW YORK: Dali, dressed in a golden space-suit, lands in the
celebrated "ovocipede" of his invention - a transparent sphere affording a
new means of transportation, which found its inspiration in the
hallucinations aroused by intra-uterine paradises.
During another New York adventure, Dali took a walk in the streets.
He carried a bell which he would ring whenever he felt people were not
paying attention to him. Why? "The thought of not being recognized was
unbearable."
Like Dali, I've relentlessly honed my ability to massage egos. Call me
Machiavellian, but an effective self mythology campaign requires that
you empower others to facilitate your end game.
Dali remained true to himself to the end. He delighted in following
Catalonian television's bulletins on the state of his health during his final
days in Barcelona. He wanted to hear people talking about him, and he
also wanted to know whether his health would revive or whether he
would soon die. One of Dali's last pronouncements confirmed his life's
mission in dramatic fashion. It was provocative, memorable and
controversial.
2. DONALD TRUMP
One man occupies the pinnacle of self mythology in today's business
world. He's known simply as "The Donald." Donald Trump built his
global reputation as a billionaire real estate developer with cunning
business savvy, a steadfast commitment to thinking big and unrelenting
bravado. Throughout his high-profile real estate career, Trump has
molded a larger-than-life public image through the deft use of his
dramatic business ventures, the media, and his many self-laudatory
books. Modesty doesn't exist in his vocabulary. He insists on stamping
his name on nearly everything he touches - Trump World Tower at United
Nations Plaza, Trump Taj Mahal Hotel and Casino, and even the defunct
Tour de Trump and the defunct Trump Shuttle airline. In Trump's book,
How To Get Rich, he said: "Show me someone without an ego, and I'll
show you a loser."
When Trump's reality TV show, The Apprentice, became a sensation, a
whole new realm of possibilities emerged. Trump's megawatt celebrity
power now transcends all. For example, Trump cut a deal with Graff
diamond sellers to get his fiance's $1.5 million engagement ring for free.
In exchange, Graff jewelry was featured in an episode of The Apprentice
and Trump's fiance did some modeling work for Graff. Long ago real
estate ceased to be Trump's primary product. Donald Trump is.
3. USING SELF-MYTHOLOGY TO CREATE A
BUSINESS BRAND
I borrowed a page from The Donald. After the inception of my Freak
Show, I realized that the line-up would invariably change over time.
Freaks can be more skittish than a virgin transsexual on his/her wedding
night. I didn't want to invest time, effort and money into a production that
could ever be crippled by the departure of a Freak for greener pastures (or
more likely a dark, foreboding alley). The dynamic nature of my troupe
led me to conclude that there was tremendous value in creating an aura
around the brand name "Jim Rose." Using my own name to brand the
Freak Show has paid dividends ever since.
I incorporated the Jim Rose brand and liberal portions of self
mythology into one of my earliest print advertisements. At the time, our
show was starting to get traction around the burgeoning Seattle grunge
scene. I wanted this ad to make a statement, create buzz and result in sell-
out performances. In 1991, this simple ad became the lighted fuse that led
to the powder keg that brought down barriers and forever changed the
world.
The advertisement features a photo of me lying on a bed of nails while
three people from the Barcelona, Spain audience stand on my chest (with
a "Photo by Roy Gumpel credit), a photo of me escaping from chains
(with the caption "Watch Him") and the image of an ancient Egyptian
hieroglyphic. At the bottom of the ad is a one word summation:
"EXTRAORDINARY!" The text of the ad is where I generated
fascination and speculation about this strange entertainer who burst onto
the Seattle scene:

He Is Not A Geek*
In the USA some mistakenly call him "Jimmy the Geek" because there
is no category for him. The Jim Rose performance is, in reality, an
exhibition of history's most dazzling and bizarre human feats.
You will be astonished by the variety of unusual and seldom witnessed
marvels of human discipline.
He started off in Amsterdam, studying with contortionists to help with
his interests in escapes from chains, handcuffs and straight jackets.
During a six year street performance tour with his escape show, he
studied with some of the best modern primitives and sideshow marvels
of our time, all the while expanding his act to being the most complete
and world represented show ever performed by one man.
Remaining completely unscathed Jim Rose brings you:
Fire eating from Fiji;
Escape from chains and handcuffs, Letting raccoon trap shut on his
hand and "The Human Blockhead" with sixteen penny nail and hammer
from the USA;
Contort from straight jacket... Holland;
Internal Juggling; swallowing to the back of his throat four razor
blades then thread and coughing them up tied to thread... Spain;
"The Bed of Nails"... India;
Eating glass and putting face in broken glass while a member of the
audience stands on his head... Republic of Yemen;
Bending nails with his teeth... Brazil.
He uses no blue smoke or mirrors and won't hide in a box. Done with
humor at an intimate venue. No small children unless accompanied by
adult.
* geek (gek), n (archaic) Carnival sideshow name for performer who
ate live chickens...
The "Geek" ad and our subsequent performances generated such a
strong turnout, I began to worry that our show would suffer from
overexposure in the Seattle market. We performed five or six times per
month for about six months. Then I was jolted back to reality. Our
attendance began to slip - Seattle was saturated. A brick wall loomed
unless I devised a way to break out of the Seattle market. In addition, I
had aspirations that extended well beyond the Emerald City of the
Northwest. If you remain a local curiosity for too long, the likelihood of
ever making it big begins to diminish. In the entertainment world, there's
a definite window of opportunity. I was determined not to let this
opportunity slip through my hands and I certainly didn't want that
window to slam onto my fingers either. I desperately needed to buy some
time to stay relevant in Seattle long enough to generate some buzz in
other markets. It was time to give self-mythology another whack.
At the end of our shows, I announced that the Jim Rose Circus had
just gotten a call from the David Letterman Show and that we had been
invited to appear the following month. I told the audience to be sure to
tune in, because: "I was going to give that gap-toothed goof a run for his
money and pound a nail in his nose." This always brought the house
down.
I would then proceed with the fervor of a backwoods preacher delivering
a Fire and Brimstone sermon to an overflow congregation of wayward
sinners:
"You see, my friends, things are happening, and they're happening
fast! Radio, television and newspapers. Soon you will not be able to go
anywhere without people coming up to you, you, you and you (pointing
wildly across the crowd) and saying: "Did you see the Jim Rose Circus?
Did you see those Freaks!?!"
And you'll say: "Jim Rose Circus? I know them! They're friends of
mine!! I can prove it. Look, I've got their t-shirt!"
At this moment, I would unveil a brand spanking new Jim Rose t-shirt.
After holding the prized garment aloft for the crowd to admire, I'd sell
them right off the stage faster than a Louisiana minister saving souls at a
French Quarter revival on Ash Wednesday.
With t-shirt sales booming, word began to spread. In a matter of weeks I
was contacted by a Canadian promoter who arranged our first tour of
Canada. It was successful beyond my wildest expectations (which is
saying something!). Upon arriving back in Seattle, I quickly booked
shows with the less-than-subtle pronouncement "The Legend Returns!"
By this time my little Freak Show had caught the eye of Sally Jesse
Raphael. Our appearance on her show led to interest by Perry Farrell's
Lollapalooza Festival and the rest is Freak Show history.
We all self-mythologize, but each of us have our own comfort level about
it. The circus teaches you at an early age that the big rewards come when
you mythologize your act or brand.
The WALL STREET JOURNAL decided to do a front page story about
me, so I met up with a reporter before my show in Salt Lake City. After
the interview he went out into the audience and was pushed up against
the stage during the show. I could see he was trapped there so right when
the lights went out for intermission, I leaned down and whispered into his
ear: "This is a sold out show, the line stretches all the way to the Mormon
temple; they are turning thousands away". That quote made it into the
article. Of course it was all BS, I mean self-mythologizing!
CHAPTER 4
CREATING NEWS
Editors and producers have the tremendous challenge of coming up with
new stories to fill their pages and air slots day after day, week after week,
month after month, year after year. It isn't always easy to fill all that
space. Therefore, you become their ally. The media needs an endless
supply of fresh material.
But don't expect the media to drop everything and report on you, just so
you can get some free publicity. Many editors shy away from blatantly
promotional pieces. One of the biggest mistake that most PR novices
make is to pitch an advertisement for their business. The media is not
your personal marketing department. Remember to blend with their
agenda of reporting news and serving the community.
All media love human interest stories. In fact, the number one topic of
talk radio is relationships. If you have a compelling human interest story
that others would find interesting you're on your way to getting lots of
free publicity.
To allow your business the best chance of being covered by the news
media, give them what they are looking for. Generally speaking, each
medium is looking for specific types of news events.
Newspapers deal more with ideas and what people said. Newspapers like
to educate their readers with timely news and articles that people will
find interesting and educational. Make sure you have some informative,
colorful, or pithy comments ready for the reporter that calls.
Radio is a bit more loose and has an "anything goes" type of style. Radio
stations like information that is controversial, funny, or weird. One radio
programmer once told me "if talk radio doesn't have controversy, it's
dead."
Television gets excited about anything that can provide great visuals.
That's why you see the mayor opening a new store with a giant key or the
CEO of a business giving a giant check to a charity.
1. NEWS ANGLES TO PITCH
While many media outlets are looking for heart-warming stories, they are
a dime a dozen. It helps to have an extra twist; look for a strong news
hook, a current trend, a good back-story, an ironic turn of events, a
celebrity connection, anything that is unusual, proximity to a location,
compelling, heartwarming, controversial, or anything else that elevates
your story pitch above the run-of-the-mill. Think visually: can your story
be illustrated?
Understanding why journalists would find your story interesting is the
key in getting recognition. Identify your angle and make it different.
The media's appetite for what's newsworthy is slightly different from the
consumer's. Year after year the five most frequently written news stories
are the following:
the under dog story
the unusual or outrageous story
the controversy story
the celebrity story
what's already hot in the media

If you can create a story with any of these angles then you're going to
capture the media attention. Create a story that packs more than two of
these angles and you've got a grand slam!
Additionally here are some questions you can ponder when finding a
topic for your press release:
Something New
When is it news? Is your story a new trend or industry issue?
Is your business /band new? Is it about new services (the benefits,
features and low-cost) that just became available? Did you change your
company name, slogan or logo? A new product? An old product with a
new name or package? Have you given an old idea a modern twist? A
new version of an old product? An old product available in new
materials/colors? A new application of an old product? New accessories
available for an old product? Are you announcing a new study? Did you
hire new employees, agents, managers?
Uniqueness
Clearly identify what is unique about your organization and what you are
doing. For instance, is it the only group doing what it does in the
country? State? Your community? Is it a model for other non-profits? Is it
the biggest? Have you created something that is the first of its type? Do
you have unusual ways of doing business? Is it novel?
If you can't claim a superlative, try to put what you are doing into
perspective. Uncovering what specifically makes your business or service
truly unusual or makes you different from your competition is crucial. If
you have trouble doing that, seek out the opinion of current or new
customers or fans.
Trend
Is what you are doing fit into any kind of trend? Is your story about the
latest trends and developments in the industry with "authoritative" quotes
and opinions from third-party influentials? Is there a
green/recycling/organic message?
News event of the day
Does your business relate to current events or social issues?
Frequent Topic
Is your story connected with topics the media covers frequently? Most
media know their best bet is to connect new stories to topics that already
have the public's attention.
Celebrities
Celebrity endorsements can be very effective if the celebrity has
credibility with your target audience. Are there any celebrities or
entertainers (local or international) involved? Milk your connections. If
you have influential board members or celebrities who are interested or
involved with what you are doing, ask them for help. Potentially they
could publicize your non-profit, attend events (often a media draw) or
reach out to their additional connections. Or try to arrange an interview
with one.
Note: A celebrity doesn't have to be a movie star or supermodel. Who is
big in your community? If you rescue animals, is there a local NFL
player, TV reporter or firefighter hero who is a pet lover too and willing
to lend their name or time to your group?
By the way, many celebrities are more affordable than you might expect.
Just try me. I only accept cashier's checks, wire transfers and gold
bullion.
Educational Angle
Are you helping people make or save money? Do you have any How-to
advice?
Human-Interest
Put a face on your story and make it come to life. Highlight people
directly affected by your store, programs, services, volunteers, etc.
Reporters don't want a stale quote with fluffy adjectives - give them real
people and emotions.
Do you have an interesting life story? Did you accomplish major
achievements or significant recognition in your field? Any promotions
within your business?
International Angle
Is there an interesting international angle?
Benefits of your product / Services
Can people improve an aspect of their lives by using your products?
Clearly note benefits of using your product or service - without
overstating them. Describe how your company uncovered a need in the
community and how your solution met it.
Economy
Is there an angle that suits the economic times?
Controversy
Are you or your business controversial? Dare to be outspoken, even
boldly confrontational as needs dictate and as opportunities arise.
2. ADDITIONAL IDEAS TO CAPTURE THE MEDIA
- Release of a book or record, announcement of a national tour, opening
of an exhibit, etc.
- Organizing press tours or previews.
- Running for office.
- Offering apprenticeships, training programs, classes, or opportunities to
volunteer.
- Teaching, lecturing, or presenting at a professional conference.
- Offering franchises of your business.
- Tie in with a holiday or a well-known week.
- Awards or honors given to employees or company. Also sponsor awards
for media coverage of an industry.
- Celebrating an anniversary.
- Stage a debate.
- Honor an institution.
- Major contracts awarded to your company.
- Tie in with a newspaper or other medium on a mutual project.
- Form a strategic P.R. alliance with your local college. Host an event
at their location. You bring a newsworthy event and they bring a credible
venue. A P.R. win-win.
- Hold an educational seminar/program/tour for media.
- Stage a demonstration or protest rally.
- Be present at or, better still, involved in major news events.
- Conduct and publish interesting studies, exposs, reports analyses,
critiques, economic forecast or prediction opinion surveys.
CHAPTER 5
P. R. OUTREACH
Proactivity is the defining word in your public relations outreach plan.
Pitching reporters and placing articles is still the essence of P.R. but there
are additional ways to get media exposure.
1. VIRTUAL MEDIA ACCESS
HARO HELP A REPORTER OUT
This one is a great media opportunity to get a mention in publications:
find reporters in need of sources by subscribing to Peter Shankmans free
e-mail list Help a Reporter Out (HARO). You will receive three e-mails
per day with various requests from reporters, bloggers and other
freelancers with requests for information and expertise. There are over
100,000 people who also receive the requests, so be sure that your
response is clear, concise, original and makes it easy for the reporters to
quote you. Importantly, do not send off-topic pitches or you will be
banned from the list.
BLOGS
Blogs and social media have grown in popularity as communications
tools because they offer a way to have an active discussion with a
motivated audience. Garnering a mention on a well-trafficked blog can be
just as valuable as an appearance in print or on television. When
considering P.R. tactics, don't forget to research the blogs that relate to
your industry and get to know the styles and personalities of their
authors. Technorati.com, the leading blog search engine that offers a
directory by topic, is a great place to start. Try searching for your
community's name and your organization's main issue. You may even
search for your organization's name to find people blogging about you.
Also, in the Google search bar, search for "blog: the name of your
organization," and any people writing about your organization in blogs
will be shown in your search results. A blog will help you establish your
brand voice, become an industry thought leader and it will greatly
improve your search engine rankings. But remember, all material
published on a blog is open to a wide audience and can initiate a line of
discussion that may not always flow with your point of view. Start
reading these blogs regularly, or better yet, subscribe to their RSS feeds.
Not only will they help you stay in touch with your industry, but bloggers
are generally very open to interacting with their readers which could net
you some publicity. Regularly leave comments on these blogs to begin
interacting, but of course take the time to write a thoughtful, intelligent
response. Do not just promote your business or your comment will most
likely be removed as spam. You could also offer exclusive content to
select bloggers which may encourage them to post information about
your company or to back link to your site or profile your company,
product or service. (Contact the blogger to set this up dont post about it
in their comments.) Interacting with blogs works best if you have your
own blog, but if you dont, you may have an opportunity to link back to
your web site, LinkedIn profile, Twitter page, etc., which will in turn help
improve your natural search results.
If you want to launch your own blog, there are free tools, such as Blogger
and Blog.com or you can use open source software from WordPress that
enables you to do this easily. There are other services that charge a small
fee such as TypePad. When it's all set up, make sure it gets listed on
Technorati.
Guest Blogging
Offering to guest blog on someone elses blog can be a great way to
introduce yourself or service to others. Research a list of relevant blogs
and contact the blogger. Youll be surprised at how easy it is and how
willing bloggers will be to talk to you. You can also approach an expert in
your area and offer to do a guest blogging piece on your own blog.
Comment on Blogs
Compile a list of blogs that complement your service/company or relate
to your industry and comment on their posts. Try to be in the top three to
comment and make sure to say something that is related to your area of
expertise or knowledge.
Post comments on reputable blogs related to your field.
SOCIAL MEDIA SITES
Social platforms like Twitter, LinkedIn and Facebook (and
Reverbnation/Soundcloud/Bandcamp/Bandmix for bands) give you the
ability to get to know reporters and editors on a whole new level and to
market your company and/or offering.
Make a list of groups on each that are relevant to you, join them, network
with other members, and promote yourself and your service.
Reporters are now increasingly tapping their networks on Twitter and
LinkedIn when looking for sources.
Twitter
Cultivate relationships on Twitter by following writers, familiarizing
yourself with their interests, and replying to tweets that catch your eye.
It's an easy way to join the conversation and get your way into a story.
Twitter your way to the top! What you can say in 120 characters can
make a huge impact. The media is listening.
Facebook
A Fan Page on the social networking site Facebook will allow users to
become a fan of your brand with just one click. You can update your
fan page with offers, news and information which will appear in the live
stream on your fans home page, or you can send them an update
message. You can set up a fan page very simply, but with a bit of tech
savvy, you can take advantage of other features such as synching the RSS
feed from your blog to automatically update your Facebook page.
Facebook fan pages are viewable to everyone not just Facebook users
and thus they are indexed by Google, creating another way for your brand
to be found.
Linkedln
LinkedIn is a social networking site for business professionals. It allows
you to connect with those you know as well as get introduced to those
you want to know. One of its most useful functions is its Answers
feature. This is where users post questions on several different categories
about a certain topic. Leverage your knowledge and experiences by
answering them and post your own questions that make others notice
you. Be sure to leave a response youre proud of because the best answer
given to a question can earn you an Expert rating.
Digg & Delicious (formerly del.icio.us)
Social media networks that store and share content and information like
news, blogs and articles among members.
GOOGLE ALERT
Sign up for Google Alerts. Select keywords specific to your area of
interest or expertise. Each day Google will send you links to websites and
blogs where people are writing about those topics. This enables you to
respond to blogs, creating powerful links back to your website. Your
natural search engine rankings will go up and up.
Additionally, create a free Google Alert for your direct competition and
one for the biggest player in your industry.
While creating a Google Alert is nothing new, using that information is
something that marketers and communications professional rarely talk
about. By following your direct competition and the biggest player in
your industry, you can easily document the types of publications and
blogs that are interested in your space. You can easily pull contact
information from these alerts. It's pretty simple to populate a simple
Excel file with the publication/blog name, journalist/blogger, title of
related entry (and the link), date of entry and contact information.
WIKIPEDIA
Profile your company in Wikipedia. Its important to build an online
presence and adding an entry in Wikipedia can help you accomplish that
(even with the new no follow attribute). Check out how other companies
profile themselves and use the same format. Be sure to include links to
your site so people can find you.
ONLINE PRESS RELEASE
In the past, press relied on the press release to learn about news. But in
today's Internet world, many people write news releases so they can gain
rank on Google and other search engines, and journalists or freelance
writers looking for news about your industry will find you. You can
distribute your story quickly online through a number of free websites.
Check out:
www.avangate.com/articles/press-release-distribution_69.htm
YOUTUBE
If you want press, don't underestimate the importance of appearance and
personality: making your own videos. Video is really big right now,
especially if you want to be on TV. If you have video content that you'd
like to share with a consumer audience, you should familiarize yourself
with video sharing sites such as YouTube and Metacafe.
Also you could record a question-and-answer session with a friend to
give TV producers a sense of your conversational style.
GOOGLE PROFILE
Set up a Google Profile. Google Profiles have been around for awhile,
but theyve only recently made it possible to get a vanity URL with
your name. You can summarize what you do and include links to your
business web site and your web presence on social networks, etc. A
Google Profile can also be used by the key people in any business to help
drive traffic to your site because, as you might guess, your profile is
indexed by Google. Creating another inbound link to your web site can
improve your natural search results and, given that creating a Google
Profile is completely free and takes less than 10 minutes, this should
definitely go on your to-do list today.
ONLINE NEWS ROOM
Technology has changed public relations in the last two decades. Twenty
years ago, the fax machine was a newfangled novelty. The primary means
of communicating with journalists was the telephone and the US Mail.
The growing importance of the Internet has made life easier in many
regards and tougher in others - namely, thanks to hordes of clowns with
money making schemes and software that blasts press releases
indiscriminately to reporters, it's become very hard to get your e-mails
through to spam-weary reporters. But there's another great advantage
provided to publicity seekers by the Internet: the ability to create an
"online news room". In the "old days", the press kit reigned. Big bulky
folders loaded with press releases, glossy photos and slides were
standard. They were expensive to design, costly to reproduce and
required lots of manpower and postage to assemble and distribute. Today,
you can simply direct a reporter to your website, where all your press
materials and high definition artwork await, ready to be used accurately
and with a minimum of additional work. It's a huge time and money
saver.
*A quick note: the traditional press kit isn't dead. It's still handy to create
some physical kits to use with key journalists, as the very novelty of
printed material can give you an edge at times. Also, some journalists still
prefer a physical kit. Press kits are an important tool at trade show booths
& press rooms, and special events. However, gone are the days of
sending out large press kit mailings. Keep the kits for targeted use only.
Putting the newsroom as part of your main site allows a journalist to
"poke around" your site, absorbing more of the feel and culture of your
company and its products. It also makes it easier if the reporter wants
more information about a particular product.
The ease of navigation and logical flow of the news room is vital. Don't
force journalists to register or sign in for access. They're busy folks and
may very well decide not to bother. Make life as easy as you can for
them.
Don't confuse non-journalists who may wander into the site. Make it
clear at the top of your main page of your online news room what it is
and who it is for.
What To Include in Your Online News Room:
- Personal contact info: The name, address, e-mail, office phone, cell and
fax numbers of your primary media contacts (you or the person in your
group in charge of contacting the media) must be front and center. If you
have an Instant Messaging ID, put it in there, too.
- Press releases should be placed in chronological order (most recent at
the top). Keep traditional press release formatting and use easy-to-read
fonts.
- Photos, charts, graphs, and other appropriate artwork. Provide multiple
versions of resolution-- 72 dpi (lower resolution) for online publications
and websites, and 300 dpi (higher resolution) for offline publications.
- Any valuable source material that the media can use for stories and
features, including bios, newsletters, tips, advice, resources and a list of
topics you have expertise about.
- Others: brochure, catalog, fact sheets, speeches, awards, streaming
media of press events & product demonstrations.
The best way to learn how to put together an online news room is to
check out how others are doing it.

Journalists conduct online research because it is fast. Make it easy for
them to find just what they want by making all your press materials fully
searchable. Having information that is quickly accessible will score you
brownie points with the media.
SEARCH ENGINES
Many reporters start with an internet search. Do everything you can to
make sure that your companys websites and blog(s) are in the top natural
search results on Google and Yahoo.
ONLINE SURVEYS
Another way to create news is to conduct a survey and publicize the
results. Reporters love data and if you can provide information that no
one else has, you can score big placements in both trade and national
publications. Give people a heads-up by distributing the data in a press
release.
Surveys are most helpful when you can use numbers to make a before
and after comparison. They can be used to gauge the knowledge of your
audience on your products or services or to determine the effectiveness of
your PR campaign. In any case, they should always be short and specific.
These days, surveys are not just limited to telephone or direct mail. Using
the Internet to conduct a survey can provide quick feedback at minimal
cost.
PODCAST/WEBCAST
Podcast - Internet press releases with a podcast or video attached
increases the likelihood that the release will perform well and be picked
up by more channels. Also distribute a video news release or audio
release to broadcast media.
Webcast - this communication vehicle provides streaming audio and/or
video content to your audience and can be viewed at their convenience. A
well-developed webcast is an excellent method for generating leads and
industry buzz.
TESTIMONIALS
If your clients are happy with your services, ask them for a testimonial to
include on your website. If they dont have time to write one, write it
yourself and ask them to approve it.
SIGNATURE LINES
Add Signature Lines. You are probably constantly e-mailing vendors,
clients, partners, etc. Did you know you can also market your new
services in them? Add a signature line at the end of your e-mail with a
link to your site that promotes your new service or blog post. Its easy to
do and can prove to be fruitful.
2.WRITING AS A PUBLICITY TOOL
LETTER TO THE EDITOR
The letters section of newspapers and magazines is one of the most read
sections of the publications. The high readership offers you and your
organization a cost effective solution to spread your message and to reach
your target audiences. Sometimes its much easier to get a letter to the
editor or an opinion column into print than it is to pitch a story idea to a
reporter. The media loves drama so write letters that are bold, emotional,
engaging and even shows a controversial viewpoint or come down hard
on one side of an issue. You could also elaborate on a few of the points
that were made in an article that just came out.
Here are 10 rules to help get your letter published:
1. Outlet Policies - Outlets have rules that are important to consider
when writing a letter to the editor. You must follow the newspapers
guidelines for word count; common length restrictions are 250 to 300
words. Most require you to provide your name, address and telephone
number so that you may be contacted to verify the letter before it is
printed.
2. Timing - The chances your letter will be published increases if you
coordinate your letter to refute, contribute to, or correct recently
published pieces from the outlet. You can also write your letter in
conjunction with current anniversaries, events and other news.
3. Proper Reference - If your letter is a response to a piece or in relation
to a specific event, make note of this in your letter. Quote referenced
headlines and date of publication near the beginning of your letter.
4. To the Point - Be concise. Make sure the letter complements the
broader strategy to move your target audience. How does the letter fit in
your communications plan? Make your point.
5. Know Your Facts - You need to be able to verify any statistics or other
facts if the outlet inquires.
6. Control Outrage - You may care to express outrage or dissatisfaction
in your letter. This is acceptable as long as you maintain
comprehensibility. If you are extreme, you will sacrifice credibility.
7. Write in Good Times and Bad - You do not have to limit your letter
writing to times of adversity. If an outlet or event positively covers your
issue, write a letter praising or thanking this coverage or support.
8. Write More Than One Letter - Don't limit yourself to one outlet.
Change the content of your letter to match the perceived audience of an
outlet, the scope of the outlet, and the location or regional characteristics
of the outlet.
9. Many Angles - Try writing your letter from different angles. Different
angles reach different audiences and strike different chords on the same
people. Diversify your approach to get through barriers while
maintaining your objectives.
10. Follow Up - Clip published letters and send them to people that can
pass them on to your target audience in case they missed them. Keep
writing.
BY-LINE ARTICLE
Contributed or byline articles can be an excellent way to generate
exposure for your company or product. Research magazines, newspapers
and websites to find those outlets that are open to such articles, then
contact the editor to propose a topic. Usually it is wise to pitch the idea to
a publication prior to writing it. Byline articles are great because:
- they establish your expertise in a particular area.
- establish credibility and drive traffic to your site.
- the reprints can be used in press kits, mailed to clients, available for
downloading on your Web site.
The article should be timely and targeted. The key here is to make sure
your article ends up benefiting the person reading it. Some ideas include:
- how-to articles. If you have a topic that helps people save time, save
money, be healthier or feel better, and you can tie it to a national story,
pitch the media with your idea before you begin writing.
- Providing advice on pitfalls you fell into when starting your business
with examples on how you overcame them.
- Creating a case study on a client.
If no one is interested in publishing it, there is likely a reason it could
be "old" or redundant, it may not fit the editorial calendar, or it may just
not be newsworthy in the editors mind.
Another option is to submit it to online article submission sites such as
www.ezinearticles.com. Other important aspects to take into account are
to make sure your headline is thought-provoking. It should draw people
in make sure its short, funny, and/or engaging.
Remember to make sure the focus of the media outlet is in sync with your
business objectives and the article contains your key messages.
If you have analytics software installed on your site, track which sites are
bringing the most traffic and concentrate your future efforts in submitting
articles to those sites.
Include a byline at the end of the article that gives readers a brief
background of yourself and your company. And be sure to include a link
to your site readers can click on.
NEWSLETTERS
Another way to keep your strategic messages in front of your target
audience is to communicate via a monthly or quarterly newsletter. A
newsletter is an excellent place to recap the coverage you have received
in the media. Not everyone in your target audience will have seen all the
coverage your organization has received. When it is reviewed in its
entirety the sum becomes greater than its parts. Newsletters can be either
mailed or e-mailed to your contact list. It is important to build and
maintain your database to achieve maximum effectiveness.
You could also send your newsletter to the media; it's a quick no-pressure
update that just might spark a story.
QUIZ
Submit a quiz. Magazines, in particular, love offering quizzes to their
readers. Theyre fun, theyre short and sometimes they help fill odd-size
holes on a page. If you can devise a quiz that ties into a national story, it
can bring you far more exposure than a paid ad.
TIP SHEET
Offer a tip sheet. Tips sheets are frequently used by print media. But even
TV stations often flash tips on the screen after a video segment. Be sure
to include your phone number where people can call for more
information.
CASE STUDIES
Case studies are very attractive to the media because they offer a
tangible, real-world example of the benefits of your product or service.
The challenge with developing case studies is they require active
customer participation. So talk to your clients and ask them if you can
report on their successes. While this will require your customers to share
their stories, it offers them and you a chance to shine.
3. CREATE YOUR OWN OPPORTUNITIES
LOCAL ANGLE
One of the best ways to get free publicity is to offer yourself as the local
angle to national or international stories you see in print, on TV or radio.
Local media are hungry for the local angle. Thats because local news is
their bread and butter. Any time they can find someone in their area who
can offer background, commentary or story ideas that support a national
event, or someone who is part of a national trend, they will usually bite.
In fact, its standard practice in newsrooms all over the globe to pursue
the local angle. Reporters sometimes labor for hours trying to track down
someone in their area who can shed new light on a national issue, or who
can offer an interesting local visual to accompany a national story.
Contact a reporter with quotes from your business to give a local and
personal angle to a national story the minute you hear about it, that way
your quotes are ready to insert as filler.
How to be the local angle:
- Offer yourself as an expert.
- Be part of a trend. Pitch the media quickly, before the trend becomes
nothing more than a fad then disappears.
- Be a contrarian. The media love contrarian viewpoints and usually go
out of their way to present both sides of a story. If you disagree with
results of a national study, for example, and can explain why, you might
be the other side of the story.
- Present results of a poll or a survey.
- Connect with census figures. Youll find a wealth of information at
http://factfinder.census.gov/home/saff/main.html?_lang=en, where the
Census Bureau has demographic profiles, state-by-state results, and
information on the economic census.
- Follow-up stories. The media love to follow up stories they already
have covered. If you missed being featured in the original story, your
story idea might be a good follow-up.
- Develop a nose for news. Be alert to potential news stories when they
come along.
SUMMER NEWS STORIES
In the summer months, news stories with lesser news value have a greater
chance of success. Strong news stories will get better play or more
prominent placement in the media. Here's why:
News room staffing changes. Like the rest of us, experienced reporters,
editors and producers take holidays over the summer months, and most
newsrooms take on student interns and replacement workers for
vacationing employees. What does this mean for placing stories? "Green"
reporters, eager for their first bylines and credits, are often more
approachable and open to story pitches than veteran beat reporters are.
Overall news volume drop. While breaking news such as crime and
accidents seem to generate a consistent stream of articles over the year,
there is generally less competition for non-breaking news such as
features, trend stories, and special reports. For instance, governments are
usually not in session, business deals tend to slow and special events are
few in summer.
A story pitch that wouldn't get any attention in the busy fall period,
therefore, may be substantially more interesting to a journalist in the
summer simply because it conveniently fills the "news hole." But it's
never an easy sell to get your story placed, just easier in the summer.
The pool of expert commentators shrinks. A very successful way many
people get into the news is by providing "expert commentary." Reporters
tend to rely on a stable of quotable experts and in the summer, more than
any other time of the year, those experts are less available. If you are an
expert, you should be introducing your credentials to the reporter
covering your sector.
Note however that in pitching the media, your general approach in the
summer is not a lot different than at other times of the year. You need a
strong media release tailored to the needs of the specific news
organization. You have to be available for interviews, cooperative with
helpful information and ready to answer the easy and the hard questions
related to your story.
A specific difference, however, is finding out who should hear your pitch.
Presuming the regular reporter covering your sector is away, you should
find out who the fill-in journalist is. Whether or not the reporter is
"green, you need to cultivate a professional relationship based on an
honest exchange of news and information. The more you understand
what they need for an article, the more likely you will find your name in
the news.
Even though there are some drawbacks to summertime news - less news
consumption readership drops for publications and fewer people watch
the evening news - your summer news story will live on in computer
archives and searchable databases. And depending on its news merits,
your story may be followed by other media well into the busier fall
period.
So scan your organization for news and get your PR machinery moving
to place some valuable summertime stories.
BE AN EXPERT
Keep an eye on the news and when news breaks involving your area of
expertise, have a local and national media contact list handy (phone
numbers/e-mail addresses). Be ready to instantly provide expert
commentary/perspective. Be accessible!
SPEAKING ENGAGEMENTS
Speaking opportunities offer another avenue for generating exposure.
When planning your P.R. activities for the year, research local, relevant
conferences, trade shows and webinars for opportunities to nominate
yourself as a keynote speaker or a member of a panel discussion. The
value in securing such engagements can be tremendous, especially for a
growing business; however, they also require vigilant planning because
most speaking opportunities are finalized several months in advance.
You could offer to speak for free on an area of expertise you possess.
This can be at your local chamber of commerce, your library or other
associations that relate to your industry.
The better speaker you are (with relevant information, not a sales pitch)
will get you more speaking opportunities, thus promoting your business.
CO-SPONSORSHIP
Get the media to invest in you. For charitable community service, live
entertainment, fairs, festivals, auctions or special events, enlist
newspapers and broadcast stations as co-sponsors. Typically, media co-
sponsorship means you do the work and spend whatever money is
necessary; the station or publication gives you lots of free publicity,
reports on it, and/or broadcasts portions of the event.
Newer, smaller media are good bets because they compete for market
share. They're likely to give up to 50 free mentions in addition to paid
advertising. And with a college radio station, you can be all over the map
without any expenditure of money.
For live music, radio co-sponsorship is an especially valuable
endorsement. The station's promotional spots will give listeners the
chance to hear a little of an artist they may not know, and the station's
role as an arbiter of music carries over to readers who see the co-
sponsorship listed in the newspapers and on posters.
It's even okay to have several media co-sponsoring an event if they don't
compete.
SPECIAL EVENT
The easiest way to turn the press into your publicity bureau is by having
an event. An event gives the press a handle; they understand how to treat
events as news, and as promotable calendar items. Having any kind of
event makes you automatically newsworthy. So a good trick for you as
the publicist is to phrase your activity as an event.
Take out a calendar and jot down events you could stage over the next
few months. It might be one at your store, one you put on with a local
charity, a new section of your web site, or you as activist in a local
controversy or cause. It can be held to introduce new products, bring
attention to an organization or individual, make an announcement, or
spotlight something very visual that cannot be communicated via a press
release. However, it is just as important to provide the media with
background material a one page release, copies of statements made,
information that will help them write a good story, product samples,
souvenirs, etc. It is crucial to follow-up. Often the press will not cover an
event itself but will use it as a "news peg" for an advance story.
DONATIONS / "SILENT AUCTION" / RAFFLE
To find groups in need of donated products and services, tell other people
as you run into them that you have items to donate - many will be
associated with a church, or scout troop, or sports team, or school
fundraiser group, etc. Make some calls to local churches, asking if they
are looking for any raffle or silent auction items. You might even spark
up a fundraising drive with your suggestion. Call scout troops, schools,
sport teams - all are looking for ways to raise money. Many are at a loss
to think of what - you can provide them an avenue.
This tactic does work if the prize is truly worthwhile and people want to
know how to get more of it. It does bring in more awareness of your
business, and should increase your sales. Make sure to include your
business and contact information so that you will be recognized. And do
provide a valuable product or service that people want and appreciate
CHARITABLE ORGANIZATIONS
Community service tie-in: It is always easier for a business to get free
publicity if it's also promoting a cause. Sponsor a fundraising event for a
non-profit organization. Or adopt a local nonprofit or charitable
organization in the community that is overlooked by the bigger
businesses, and join forces to create a Public Service Announcement or
viral video. Or sit on the board of a non-profit and become the
spokesperson. Food donations, community improvement projects, and
raising/donating money all attract publicity and help something you
genuinely believe in. Not only are you doing good things, but you will be
referenced in anything related to the non-profit.
The donation can be small or large, but it must be genuine and heartfelt.
CALENDARS
Publications' editorial calendars offer an excellent vehicle for planning
media exposure. Researching them will enable you to identify
opportunities to offer yourself as an expert source, contribute an article or
even suggest a feature on your company. Once you've set your list of
targets, begin contacting them as soon as possible. Most editorial outlets
have deadlines several months ahead of their publication dates. Pay
careful attention to the closing dates, or you'll risk losing out on the
opportunity.
Also many local radio stations do daily or weekly community news
listings of whats going on in the area. Find out how much advance notice
they need prior to an event and e-mail them a media alert.
PICTURE DRIVEN STORY
A picture is worth a thousand words. If you cant get a full news story, try
getting a photo with a caption. Call your local newspaper and ask for the
photo desk. They might not run a big story, but a great color photograph
of your event is great press.
SWEEPSTAKES
Run a simple sweepstakes. Encourage entrants to go viral with the
promotion by offering extra entries for telling friends. Ensure the rules
follow state and federal regulations. Make the drawing public and invite
the local media (TV, radio, newspapers & magazines) to report on the
festivities.
TRADE SHOWS
Go to trade shows. This depends on what industry youre in but it can be
a great way to promote yourself or your company.
Trade shows can be good opportunities to make company announcements
such as new products, acquisitions, and alliances because trade
journalists are often present. Setting up one-on-one interviews or
background meetings can be tricky since other companies are likely
doing the same thing. To maximize your trade show presence, use of the
Internet and your company website can help. By building a virtual
presentation, media (and potential clients visiting your booth) can
experience a "press conference," view photos or video, get critical
background material, obtain third party quotes or request interviews, and
be kept up-to-date as information changes throughout the trade show and
beyond. Contacting key media in advance and offering time can be the
incentive they need to seek you out and cover your news.
CONTEST
Start a contest. Everybody loves to win something and a great way to
market your company is to start a contest. Make one of your offerings for
free as the prize. Use this opportunity to add to your mailing list (with
permission of course).
4. BROADCAST MEDIA
RADIO
The best marketing and public relations attempts are far more effective
when a mix of print and sensory media are used, unfortunately radio is
widely acknowledged as one of the mediums most neglected by
communications professionals. Its value as a potential medium for P.R.
messages is substantial. It offers the most direct way to reach a targeted
audience and the most "unfiltered" mechanism through which to deliver
your message. In print, you must depend on the interpretation of a third
party - the reporter - to interpret accurately your views to the public. In
TV, your message runs the risk of being short-circuited by such
extraneous factors as looks, lighting or nervousness. But in radio, where
there is no interloper to interpret your message, nor an invasive camera to
scrutinize your appearance - a listener must focus on your words, their
meaning and significance.
When contacting the producer of a program via email, use a creative yet
accurate title in the subject. Be brief and to the point with a link to a
website for more information. Make it clear who should be contacted for
more information, and how.
Don't call the producer at random to schedule or follow up an interview
unless asked; he's busy and view unsolicited telephone calls as
annoyances.
Your interview kit should be included on your website, emailed to the
shows producer or sent via mail service after the interview is booked.
Include suggested questions, a bio, samples of the product, a list of
interesting and fun facts about you and/or your product, an easy-to-find
telephone number or web address to be given to the audience for more
information.
If you do the interview by telephone, call the day before your appearance
to remind the producer. Radio moves very quickly, so it's a good idea to
follow up several times to make sure you haven't been forgotten or
moved.
Call when you say you will. You ruin it for yourself and everyone else in
the future if you are not reliable. It's amazing how many guests make an
appointment for interviews, get pre-interview promotion on the air, and
then neglect to call and do the interview. It makes the radio station look
bad and it makes interviewees in general look bad.
Here are ways to get on the air:
Be a Talk Radio Guest
There is no shortage of talk show opportunities. Talk stations number in
the thousands throughout the US and Canada. And many more radio
stations have a Sunday morning talk show. Also consider music morning
shows that do a lot of talking. DJs often welcome outrageous or funny
guests.
Talk radio is a free way to promote your business to thousands in your
area and to market to customers nationwide at no cost. Unless you are
promoting a tour or an event, guests usually aren't allowed to turn their
on-air appearances into self-serving ads (that's what paid commercials are
for), but no guests leaves without grabbing a considerable amount of
promotional benefit for themselves. They almost always get a chance to
share their phone number, email address, office location, or web site
URL.
Radio talk hosts need a steady supply of interesting guests. When you
suggest yourself you help them do their job.
First find one or two stations in your area. As with any other medium, the
best interviewees are those who have taken the time to study the show,
the host, and the callers. So listen to the program to be familiar with its
format and framework to determine how you would fit in as a guest.
Then find out who the producer is, because he (not necessarily the host)
decides who will appear for interviews and such . Tell him what subject
you specialize in. You don't have to be a world-class expert, just have
some helpful tips the audience will be interested in. It doesn't matter
where you get your information. Most likely it is something you know
from your work, but you could just as easily spend an afternoon at the
public library boning up on the subject.
If your topic relates to something already in the news, hooray for you!
The media love to find a local expert who can give a local angle on a
national news headline. Make sure you point out your connection with
the news when you call the station.
The key thing to remember is that you need to be accessible if you really
want to get booked.
After your appearance is over, send a thank you note to the host. Not
many people do this and radio folks really appreciate it. A handwritten
thank you goes miles toward getting you asked back again and again.
Become a frequent caller.
Call your local station on a regular basis, and give reports on a topic that
relates to your information or something that many people want to know
about. You could also call in with jokes, funny stories, holiday shopping
ideas, road conditions, whatever. As long as you are witty and
entertaining, you might become a regular character on the show. If you
add something to his show, the host will love you for it and be more
likely to let you plug your business on occasion.
You can do this on several stations and they don't necessarily have to be
local.
Give aways.
Offer the radio something to give to their listeners. Include this
information on your website. Make sure it is something that will be
exciting enough to give away on the air.
"Show Prep" Services
Send them an email and link to your website. If they like what they see,
they'll get the word out to hundreds of radio people in one day, with their
perceived recommendation.
One time I used a radio call-in show to sell ten thousand tickets to my
show (at $30 per ticket!). Here is the script I wrote and gave to a friend:
"Hello blah blah, I'm a big fan of your show. Thanks for taking my call.
That Jim Rose Circus is back and I want your listeners to know that they
absolutely shouldn't go see it. Last year my wife and I went. We sat about
five rows back. A very attractive young lady walked on stage and
produced a ping pong ball and a jar of Vaseline. I won't upset people by
saying where she put the ball, but when it shot out it hit my wife in the
forehead. My wife got very angry with me for taking her to see this trash.
They don't have ratings for circuses like they do for movies, so we didn't
know what we were getting into!"
The radio station's phone lines lit up like crazy and they talked about it
for hours. The local papers picked up on it and ran the story the next day.
Two days later, I called the radio stations and newspapers to let them
know that I have never had that act in my show and that someone had
hoaxed them. I told them I was upset and demanded a retraction. I got my
retractions the next day. In total, this little trick got me three straight days
of free promotion.
As a pillar of your community, this probably won't work for you, but
there are many business media formats that a less sensational angle can
be exploited to good effect.

TV TALK SHOW
Although TV numbers continue to decline, a TV talk show provides a
huge opportunity to deliver your message. It takes effort, but with some
research, and a lot of perseverance, this strategy, if followed, will help
you get invited as a guest, engage your audience, and ultimately sell
yourself.
Getting in two kinds of newspapers will give you a leg up.
One of the best newspaper you can possibly be written about in is USA
Today. Every producer takes the first section and the Life section and
reads it cover to cover for the next big thing. But if you cant get into
USA Today, try your local major newspaper. Those are the papers the
local TV producers get at home.
Your Google page rank matters. If producers are looking for a new
expert for a show theyre booking, they turn to Google. And theyre just
like everyone else they start at the beginning of the search engine
results. So the better your position, the more likely they are to book you,
especially if you havent been on other major shows.
Watch the show.
Part of preparing for success is becoming familiar with the content,
format, rhythm and pace of the show you want to be on. Your first step is
to watch the show religiously or record a few of their programs and
watch them all at once. This will give you a good sense of what's hot on
the show. Notice which producers listed on the credits at the end are
responsible for each particular type of segment. Send a producer
information only after you are sure of who you'd like to approach and
why.
Explore the show's website.
Often, the talk show's website is a good starting place. It usually has as
much information as you will need to get on the show. When doing your
research, find out what types of topics the producers are looking for.
Check out how they like to receive topic ideas. Do they prefer phone
calls, emails or is there an application form available? Try to determine
whom you contact and what the best method for contact is. Sometimes
they make it easy for you with a link called "Be on the show." With the
touch of a key you can send an email that will reach the producers
instantly. Make your topic relevant in a short paragraph to receive a quick
response. Let the producers know that you'd be glad to hop a red-eye at a
moment's notice to be a part of their show and you increase your chances
of being invited.

Research the host
If you do a little research on the host, you stand a much better chance of
getting on the show (ie: his favorite book, where she/he was born, etc). If
you search the Internet diligently, you should be able to find lots of
biographical information that may yield the tidbit you need to get
immediate attention.
Create dynamic sound bites.
Mark Twain defined a sound bite as "a minimum of sound to a maximum
of sense." Sound bites or talking points are the essential messages you
want to convey. Talk out loud the most important ideas, concepts, and
points you want to make as they relate to the idea you are pitching. Ask
yourself, "What do I want my audience to remember?" These memory
chunks consist of anecdotes, facts, statistics, stories, or something
unlikely, unusual, controversial, shocking, funny, romantic, poignant,
emotionally moving, or dramatic.
The average sound bite on TV is ten seconds. It takes some intensive
practice to make meaning in such a short time. Practice with a timer until
you can speak your message in ten to twenty seconds.
Practice
Often overlooked, it is always a good idea to practice your pitch and
show your fact sheet to some respected colleagues before you try it out
on the TV producers. Ask your prep partner to ask some tough and
challenging questions so that you get practice rebutting any negative
responses. This exercise will give you a chance to make any changes,
streamline your story and to think about how you will answer the
producer's questions. Producers use pre-interviews as the deciding factor
whether or not to book you. This interview is usually done over the
phone. This is the producer's chance to make sure you are articulate and
know your material. They don't want someone to bomb on their show, so
this is a necessary step in the booking process.

Develop a winning press kit
Write a pitch that is short (just one page), blunt and to the point.
Producers don't have much time. You could start with the phrase Im
suggesting a segment on Again, don't pitch your product, your
business, or even yourself. This isnt of interest to a producer theyll tell
you to call their advertising department. Its your back story theyre
after. Propose a topic that is relevant to the show's audience (again:
controversy, relationships, personal triumph, a problem for which you
have the solution, a common myth debunked, a pressing national issue)
then prove you are the expert on that topic by telling only the information
that is relevant to the idea you're pitching. Think about the areas in your
personal or professional life where you're an expert and connect that to a
provocative theme.
Include a professional high resolution head shot picture and highlight all
of your previous speaking engagements, published articles, books etc. If
you're the author of a book that relates to the subject of the pitch, include
a copy of the book.
Also if possible include a two-four minute high resolution video of you
on other talk shows or doing a presentation to a group. This will help
show the producers that you're a viable guest. You need to build
credibility since you are an unknown entity to the TV talk show producer.
Making Contact
Now that you've figured out what you want to say and where you want to
say it, it's time to make contact.
Dont start at the top. You dont want to talk to the hosthe/she isn't the
one who books the show. Dont even start with the executive producer.
Depending on the size of the show, he/she can be in charge of 200 plus
people and has bigger fish to fry than worry about booking you. If you
want to get booked in any top TV talk show, start with the associate
producers. Its their job to find guests. If they like you, then they'll pitch
the producer. The final step is when the producer pitches the executive
producer. That is how it works on most talk shows. Pitch as many
associate producers as you can. This may seem counterintuitive, but a
secret to getting booked is to pitch all of them. They usually don't talk to
each other, and dont even know that the other person is also getting your
emails. You just need to intrigue one associate producer with your pitch
to start the ball rolling.
There are a few methods of making contact. The first is to fax or email
your backgrounder and then follow up a couple of days later. The second
idea is to call the TV talk show producer and sell them on your idea right
away. A lively phone conversation will demonstrate that you are able to
be engaging and interesting. If you get voice mail, persevere! Mention
your idea on the voice mail, send your backgrounder and then follow up
with a phone call again. A third, although more passive way to get on TV
talk shows, is to register with one of the many online databanks or
publications, which are directories of people available for TV interviews.
These sites and publications are designed for media professionals who
need to quickly and easily find guests for various topics.
Now, what do you do when you pick up the phone and a producer is on
the other end? You wow him with brevity. Remember, the moment you
open your mouth you are auditioning. Keep your list of talking points by
the phone when you call a producer (or a producer calls you) so you'll be
concise. You will already have rehearsed them so that they sound natural
and inviting. Make sure all your points are targeted exactly to the angle
you're proposing. Also if you have limited to no talk show experience, the
producer may be scared off by that. Strongly capitalize on any and all
experience you have.
Here's a quick and easy tip: remember to boost the producers ego by
mentioning something from a previous show topic or guest, producers
love to know that people are watching. The more enthused you are - the
more likely you will get the TV talk show producers to buy into inviting
you to make an appearance on their show.
On The Show
O.K. you've gotten the call you were waiting for and you are booked on
your favorite TV talk show.
It helps the producers and talk show host if you supply a list of relevant
questions. Pick 10 or so questions that you would like to be asked. There
is no guarantee that they will use them, but producers and hosts are
notoriously busy people and anything you can do to make their job a little
easier will be appreciated.
Connect with your eyes. It is very important to maintain eye contact with
the host 100 percent of the time when he addresses you. This means
while you're talking and while you're listening. Audiences believe that
you're sincere and knowledgeable if you keep consistent, soft eye contact.
Bring visual props. Visual props add liveliness and help your viewers
remember your points, which indirectly translates into buying your
product or book. Let the producers know how you plan to use your
prop(s) ahead of time. During the show you also need to direct the
cameraman to your object by pointing to it or holding it up to cue them
for a close-up.
Introduce yourself with a stellar sound bite. On television your very first
statement sets the tone for all the information you plan to deliver. Say
something that instantly brings focus to your most important message
that ties into your product.
With dedicated practice, channeling your passion, enthusiasm, and
knowledge about your subject will come across to your audience, and
people will naturally want to know more about you, your products and
your services. Make sure you're prepared!
Once you've finished your TV talk show appearance, be sure to update
your backgrounder. Surprisingly, the more talk shows you do, the more
you build your credibility as an 'expert'. As soon as you have a few
appearances under your belt, you will likely find it easier to make that
initial contact with the TV talk show producer.
Remember, it cannot be stressed enough when you're looking for ways to
get on TV shows, perseverance and determination are the keys.
Tip
Get booked on local shows first. Even before you consider approaching a
national TV show with your idea, get practice on your local news and
talk shows. This will give you a chance to fine-tune your sound bites so
you won't be shocked by the speed of national TV. Once you're on a
national show as a guest you'll have between one and seven minutes to
communicate your entire message -- all in 10-second to 20-second
increments. Once you have a good feel for the rhythm of talk TV you'll
feel more relaxed and ready.
YOUR OWN FREE CABLE TV SHOW
Contact your local cable company to get your own free cable TV show.
They provide you with the set, the crew and the airtime, all free! You just
have to produce your own show.
5. OTHER PROMOTABLE IDEAS
PRIZE GIVE AWAY
Here is a big media promotion without paying for it.
Expensive media advertising is great if you can afford it, but you may not
have to pay a cent to get covered big time by big time media. Each day
thousands of media outlets give away millions in news coverage,
promotional tie-ins, and ad libbed plugs. It doesn't matter if you are a
small business that can't afford advertising or a larger firm who could use
a boost to your existing marketing budget. Going after no-cost media
coverage is an important effort that will pay huge dividends over time.
Here is how to get your share of the free media bonanza: Provide
products that can be used as prizes at events, seek publicity accordingly.
Most media need a steady stream of prizes to give away. Radio stations
offer free items to listeners. Newspapers give bonus prizes to their
delivery people. Rather than buy prizes, most media like to get them from
businesses in return for a free mention on air or in print. Some media may
require you to buy advertising before they will give away your products
or services. Once you figure in all the free mentions you will get on air or
in the paper, the cost of the ads may turn out to be quite cheap.
OFFER YOUR FACILITIES
Offer your facilities as a venue for the production of TV shows, movies,
commercials, etc.
MASCOT
Develop a character/mascot for your business and have a small plush
version of it made to give away to prospects, customers and even to radio
and TV station on air personalities. It is amazing what you can get for a
small investment.
Lost Mascot Reward:
How Embarrassing, I've Misplaced My Shrunken Head
Several years ago, I put out a press release that my cursed shrunken head
had disappeared. I offered a ten thousand dollars reward with no
questions asked if it were returned. The press can't resist a reward story.
My phone started ringing incessantly. I explained that no one
intentionally set out to steal it. We had inadvertently left it somewhere in
the confusion of doing real business. I let the press know that I wanted
the head back, but I also acknowledged the comic element of my
dilemma. It was a jovial sale and everyone was pleased, especially the
journalists. Most daily newspapers including USA Today picked up the
story. I never had a shrunken head or had to pay a reward.
Did I stretch the truth? Absolutely not! I made it up out of thin air with no
apologies. The nature of your business may prevent you from taking such
a brazen approach, but it should never preclude you from being creative.
No one ever said life on the fringe was risk-free. But even with these
risks, I can assure you of one thing: creativity is richly rewarded by
today's media.
LOGO / SLOGAN
Try to have your logo or slogan included with your contact information
so people will get a feel for any other line of related products or services
you provide. Don't list anything unrelated because it will ruin your
credibility. It would be advantageous to include a "coupon" for 10% or
some amount for people to get a deal from you. See if you can leave
business cards with the donation for people to pick up.
MERCHANDISING
If you won a significant endorsement (like an award) you could let
potential customers know by using the award icon on product packaging,
price lists, employee t-shirts, etc.
APRIL FOOL
There is one day of the year you can get away with lying outright to the
media April Fools Day. Come up with an outrageous, yet somewhat
feasible, story and send it out as a press release on March 31st with the
note Embargoed until April 1st at the top, which means the journalists
can use the story on April 1st but not before. Make sure to send out a
media advisory the afternoon of April 1st confirming it was an April
Fools joke.
THROW A PARTY
Throw a party at your office! It doesn't have to be big or expensive. But
getting reporters and cool industry people into your company's office,
where they can see what you do firsthand, and have a couple free drinks,
can open doors for future coverage. Reporters will often attend parties at
companies they don't think are worth a formal briefing, only to find out
they're more interesting than anticipated. Just make sure the place is clean
and your air conditioning is working. You don't want to be known as "that
gross, sweaty startup."
BE A MEDIA GROUPIE
It pays to be a local media groupie. Start hanging out with reporters, and
arm yourself with story ideas for them. Find out what networking events
that key journalists in your field attend, and make sure you're there at
least once a month. The best journalists are always looking for interesting
stories that their competitors are not aware of. Don't be annoying; just be
casual and have interesting things to talk about without sounding like
you're on a sales pitch. This will help make sure you're the first person
they call when they have a question about your industry, which could
help increase your editorial exposure.
Media Stunt idea
Research the names of your anchors and newspaper editors and hang out
in the same places. They usually hang out in bars, diners etc. in their
work area. Meet them and say something complimentary about one of
their recent segments/articles. The next time you see them, remind them
of your previous meeting and refresh their memory with an abbreviated
version of your last conversation.
Now you're ready to pitch. It should sound something like this:
"Hey Steve, I've always wondered if you actually could find a needle in a
haystack. Next Thursday I'm having a seventeen foot pile of hay with a
needle in it dumped in to my store. I'm going to pick through it piece by
piece until I find the needle. Would you be interested in covering it?
Great! Here's my card. I own a tattoo shop. We will be doing it in the
front room. This will be a lot of fun".
If you get a local newspaper article, score a few minutes on the ten
o'clock news or prompt radio disc jockeys to discuss your stunt, then it's
worth the hassle of hay. Always make sure your sign is prominently
displayed.
THE WEATHER MAN
On television the weatherman or woman is the forgotten person.
Send him something and you stand a good chance of having it mentioned
on television.
NETWORK, NETWORK, NETWORK!
CHAPTER 6
THE PRESS RELEASE
Once you are familiar with the concept of media accessibility and after
you have made some decisions about possible promotional activities, it's
time for the next step in the publicity process: notifying the media.
Because of the fierce competition for coverage, it is important to
understand the rules for contacting the press.
The single most important tool for communicating with the media is the
press release, or news release as it is also known.
By definition a press release is simply a statement or an announcement -
not a marketing gimmick - prepared for distribution to the media. In
appearance it looks like a business letter, while in content it resembles a
newspaper article. Think of it as an oral statement. Imagine having to
read the release in front of a room full of people with cameras,
microphones and tape recorders. The release should be to the point, not
full of catch phrases and attempts at subtle advertising. It should give
journalists information that is useful, accurate and interesting.
A press release is an easy and cost effective way to get your message into
the hands of journalists and editors in order to generate a news story in
the media. If a reporter decides to run it, your business receives space for
free and more credibility than just buying an ad.
Journalists and news decision-makers are busy people, and are constantly
bombarded with irrelevant information in the form of press releases.
They typically spend just a few seconds glancing at them to quickly
decipher what they're about. So how do you get yours noticed? It's your
responsibility to articulate a clear, compelling, and concise story that will
grab their attention...in writing.
In a perfect world, every press release gets media coverage and every
journalist reads every press release. This is not a perfect world, but by
following some basic rules, youll be able to accomplish your public
relations tasks easier. The payoff will be a press release that screams,
Read me and write about me!
Here are tips for a powerful press release:
To start, have something new to announce!
The word "new" is in the word news. Your job is to be proactive and
make news, not news releases. If it isn't newsworthy, don't expect anyone
to read it.
Use a powerful opening. Your title and initial lines should briefly and
directly convey what you want to say focus on the "juicy" part. If
journalists were to read only that portion of your press release, there
should be enough information to understand what the release is about. It's
the hook that editors know will interest many people in their audience.
1. FORMAT
Keep your press release one page in length. Less is more. Ideal length:
250-400 words. Write as if you're working for Joe Friday: "Just the
facts." Truth is, most editors will only read the headline and the first line
or two of your release. But if you really must go to a second page, make
sure you indicate 'page two' in the top right-hand corner, but note that you
might lose one article for every paragraph that goes over that limit.
Sentences should not exceed 15 words; paragraphs should not exceed 30
words or four typewritten lines.
All the content of your press release should be typed in a clear, basic font,
such as Times New Roman or Arial, and double-spaced for clarity.
Your header, contact information and release date should be at the top of
your press release.
2. RELEASE DATE
For immediate release or embargo with specified date and time.
3. THE HEADLINE
The headline identifies the press release.
It should be both centered and bold - a one-line description of the event.
Write like the news organizations you are targeting. A catchy headline
should be straight-forward, concise, short, snappy and whenever possible,
funny.
Make sure it captures any reader's imagination, impressing them enough
to read on, and help the journalist to 'see' the piece in print.
Use the juiciest bit of your story as the headline, as this is often the
subject line in the email that the journalists will receive and is the first
hurdle you have to leap. Limit it to 8-10 words with the understanding
that if it gets the attention of a reporter, they will be inclined to continue
to read. We live in a busy world of people who skim. Make sure your
words jump off the page.
4. THE BODY
The body of the release identifies supporting information.
It should be written in inverted pyramid style summarize most
important information first with additional details in descending order of
importance.
The body is three short paragraphs.
The first one contains in brief detail what is the most interesting or
unique thing about your business or event that will grab the attention of
editors and readers, and be only two or three sentences at most.
The second one explains in detail the "Who, What, Where, When, and
Why. Who you are; What you're announcing; Where and When the
event is happening; Why the event is happening and Why people should
care.
The final paragraph is a brief summary of the release and further
information about you and your organization, including supporting facts,
sources and examples. Your message can be given further authority by
the inclusion of a quote. A quote from someone involved with the project
will give the release a personal touch.
At the bottom of your release you could list any 'expert' that you have
available for interview. This could include you.
Don't bury the lead as the recipient may not read that far. Also remember
it is the #1 reason that you are writing your press release.
5. STYLE
Use active, not passive, voice. Verbs in the active voice bring your press
release to life. Make your release speak to journalists by using clear,
concise, vivid language. Avoid using superfluous adjectives or
unnecessary clichs. The sentences should be short and punchy. Convey
your news directly. Evoke the sense of movement by using words that
echo the feeling of a conversation you would speak out loud. Use the
words you need to - no more, no less. Eliminate excess and keep it
simple.
Write the press release for the general public, not the client; find a way to
write it into more accessible language. How would you explain it to your
mother? Your son?
Don't try to impress reporters with industry jargon and acronyms that will
confuse them or send them to a dictionary. Your press release will go
right into the trash can. The harder it is to understand the less likely it is
to be picked up. A limited use of industry terminology is ok, if you're
trying to optimize the news release for Internet search engines. Otherwise
journalists can explore your website or ask questions if they want more
detailed information.
Also you'll be far more effective at capturing attention - the right kind -
without the use of exclamation points. It may hurt your credibility by
creating unnecessary hype. However, if you have to use an exclamation
point, use only one, not several.
Use number marks (###) to indicate the end of the release.
And last, take the time to scrutinize for proper grammar, spelling and
punctuation. It will save you time, money and grief.
Writing in this manner will help guarantee that your press release will be
read.
For Online Delivery
Optimize your press release for online delivery, archiving, and retrieval
by search engines users. Make sure the text is riddled with solid
keywords (for SEO purposes) and contains visuals and pull out quotes.
Pepper words you want to rank in Google.
Name your organization as the first words in the headline.
Use good anchor text. Anchor text are words you hyperlink to your
website. If you want to rank for "Best tattoo shop" then link those three
words to your website.
Have a call to action - lead people to your website to learn more or buy
your product, special offers, etc, and include links to supplementary
information (images, audio-visuals, reports) at the bottom (or top) of
release.
Avoid embedding e-mail links in text, it might trigger e-mail spam filters.
Make sure your website is ready to handle the expected traffic. Is it
inviting to the audience you are trying to reach? Is it user-friendly?
6. FACTS, FIGURES & QUOTES
Three great things to make your story stronger:
- Facts: Support your story's main points with well researched and
annotated facts. They make your point stronger and tell the journalists
you've already done much of the research for them. Avoid fluff,
embellishments, exaggerations or bloated language like worlds first or
first time ever! If content seems too good to be true, tone it down or
you could hurt your credibility. Journalists are trained to question and
verify. They will read between your statements and pick them apart.
Overblown claims do immediate damage and ensure your release is
ignored.
While you are working to convince them what you claim is truthful, you
must attempt to establish credibility early in your release - then
communicate your excitement about your product or service.
- Figures: how big, how much, how long - key figures can make great
headiness. Include pricing if needed.
- Quotes: One of the best places to share your enthusiasm is in a quote,
rather than in the body of the release. The quotes come from key people
in your business, customers or even better, industry people.
But you must protect yourself. Companies can be defensive about their
name and image. Get authorization to use references from employees or
affiliates of other companies or organizations in writing. Do additional
homework and verify information provided to you with another person.
Name your source, say what their involvement with the project is. You
must attribute any statistics or surveys to the group that gathered the
information. Any editor worth his salt will not print a statement without
checking the source and giving credit to the source.
Also you might be tempted to include references to customers who have
used your product or service successfully. Including testimonials may be
effective in persuading potential customers to buy from you, but they do
not encourage members of the media to write about your company.
7. PHOTOGRAPHS
Do you need photographs? Yes, if you are pitching a product, you will
most likely need to provide a sample and picture as well as a pull out
quote, company logo, etc. Include copies of your images at the bottom of
your release. Make sure they are compressed (low resolution) because no
one will be happy about you clogging up their inbox with huge email
files. In addition, have them available at 300 dpi or higher on your
website so that the press can download them when needed. If you have
several images, number them so the journalist can ask for them by
number.
Make certain that the cutline explains the photo and ties into the release.
Photographs should be real, not with sharp contrasts, not retouched ad
shots. Hand shaking events, stiff suited mug shots or very busy
background seldom find their way into print. The editor is looking for
information for his or her readers, not sex or self-serving ego shots.
If not sure of the quality of your photos then hire a professional to take
them for you.
In any circumstances, don't attach photographs to your email. If you have
some available and opt not to include them in the press release body, then
make a note on the bottom, should they need them.
8. CONTACT DETAILS
Be available for follow-up inquiries. Always end the press release with
contact information. These should be centered and in bold: a single clear
name, a direct phone number (after hours ph number for late calls if
necessary), a direct email address (that you check often) and your web
sites URL. This contact should be of someone (you, a partner or your
media spokesperson) who is knowledgeable and available. There's
nothing worse than a reporter calling to follow-up on a press release and
only getting a voicemail.
As an option you could conclude with a short description of your
company including where it is based, what products and services it
provides and a brief history.
To those who dont put contact info down for strategic reasons, you
should know that from a journalists point of view it makes your
company look shady. In fact, most newswires wont issue a press release
without an actual press contact and telephone number.
9. DEADLINE
Distribute the release on a timely basis. Meet media deadlines. A deadline
is the day and time a reporter has to get a story in if it's going to be
printed or broadcast in the next edition. Except for very hot last-minute
news, those deadlines may as well be written in stone. Get your stuff in
on time and don't try to persuade a journalist into bending a deadline for
you - the bad reputation you will get among the press is a far worse
disease than being left out once. And don't forget that a reporter needs
some time to work with your material, and is balancing your story against
many others.
Typically, morning daily newspapers close the edition around 10 p.m.,
afternoon papers at around 11 a.m., weeklies two to four days before
publication. Some sections may close earlier than others. A large
metropolitan Sunday newspaper may close the magazine, comics, arts,
living, and classified sections as early as Monday, and have them already
printed and collated as early as the previous Thursday. This frees up the
presses for news and sports sections that get printed Saturday night. TV
stations tend to like to do the camera work at least two to four hours
before the newscast.
How long will it take before you get coverage? It often takes a month or
longer before you start to see results from your pitching efforts. Most
monthly magazines work 2-3 months in advance and newspapers can
take at least a couple of weeks. Radio and TV is often more immediate -
however it may take time to find a slot right for you.
And don't forget, don't call any reporter or editor right at deadline, when
s/he's frantically trying to get all the stories out.
Here is the breakdown of editorial lead-times of the media formats from
quickest to most drawn out: (These are estimates and can vary from
campaign to campaign)
Radio Shows -- 1 to 4 weeks lead-time
TV News Affiliate Shows - 2 to 6 weeks lead-time
Daily & Weekly Newspapers - 3 to 8 weeks lead-time
Magazines & Network TV Shows - 1 to 6 months lead-time
10. WHEN TO SEND THE PRESS RELEASE
Dont put an important press release out on a weekend. The press release
wires are slow on the weekend and generally companies who are trying
to hide news or put out a press release to satisfy a contractual
commitment with a partner send out something on the weekend. The
weekend press release will get ignored and it will be a waste of money
and time for all involved.
Is Friday a good day to put out a press release? Yes and no.
Yes if you put it out first thing in the morning and work the phone. Friday
is a good day to work the media because youll usually find people in
better moods with the weekend coming up. But be careful. Some people
will put out press releases on Friday and then inexplicably take off early
and not return calls until Monday. What was the point of letting the press
release simmer for sixty hours while a voicemail message about it sat
unreturned?
Should I put my press release out in the morning or
afternoon? Mornings are best, but dont do it too early. If you put out a
press release at 7:00 AM, it may end up ignored. By the time journalists
get through everything in their inbox, there are already 200 other releases
that have come after yours. Afternoon press releases should hit before
4:00 PM EST to give journalists enough time to meet daily deadlines.
How about putting out a press release around the holidays?
Avoid press releases the day before Thanksgiving, Christmas and New
Years and on the Friday before a three-day weekend unless the release
has something to do with the holiday or is absolutely necessary because
of the timing.
The vacation press release: Do not put out a press release
and then go on vacation. If youre planning on going on vacation, any
releases in the two or three days preceding your departure should list
someone else as the contact.
Should I post the press release on my web site
immediately after putting it on the wire? Yes. As soon as it hits the wires,
put it on your web site. Often times the journalist sees a press release on
an email, reads the headline, and then moves onto something else. But the
headline will stick in his mind, especially with a deadline fast
approaching. He'd rather be able to just go to the companys website and
find it than sift through the emails.
11. HOW TO DISTRIBUTE YOUR PRESS RELEASE
Most journalists prefer that you send press releases via e-mail. Although
you will find some die-hard snail mail folks, and a few who like faxes.
E-mail should be sent as a plain text file - cut text from a Word
document and paste inside of the email - the simpler, the better. Never
send e-mail attachments (unless the reporter has requested them) - most
will get bounced back by filters and never reach the intended party. They
can also wreak havoc on servers and risk of picking up a virus could put
many writers out of commission. This is one of the major annoyances
journalists complain about among themselves. In fact, most of them will
delete unsolicited binary files without even reading them. Therefore,
please do not blindly send binary attachments, such as Microsoft Word
files or Acrobat documents or -- even worse -- huge graphics files which
may take forever to download. With an average daily e-mail load of
several hundred messages, journalists don't have time to waste with
graphic downloads, no matter how cool they look.
If you are pitching a new product or a person, you could include a low-
res photo of the product in your text. Or if you can convince them that
your product is worth their time, they'll get in touch with you, and then
you can send them all the pretty pictures and information files they need.
Don't use subject headers that look like spam - anything with repeated
exclamation points, dollar signs or all caps.
Don't use cute, meaningless and trivial notes in an email before the editor
gets to the message.
Do use a signature file with your full contact info. Don't attach a vCard.
You should only send your press release to the media related to its topic.
Don't just send to every reporter with the entire recipient list visible.
Many writers and editors routinely and automatically delete any mailing
that's addressed to more than three people in the subject line. So
personalize your email.
News wires are also valuable in getting your message out to a wide
audience.These services deliver your story to newsrooms worldwide and
can be targeted based on parameters you set.
No matter how well targeted your pitch may be, it will compete among
thousands for attention. As an option, sending a press packet in the mail
instead of an email may help cut through the clutter. Getting something in
the mail is kind of a novelty these days.
Although press releases are not direct solicitations and therefore not
considered spam under CAN-SPAM laws, the "shotgun" approach to
press release distribution is an annoyance to journalists and undermines
the credibility of the public relations professionals. You shouldn't send
pitches and press releases without first researching to ensure the topic is
relevant for the recipient.
Best Practices for Staying Off Spam Lists:
- Make sure your pitches include an opt-out:
Provide mechanisms to be removed from your list by providing an opt-
out contact in your signature or email footer. If a recipient opts-out, their
request must be processed within 10 days, and you (the sender) must
have a system in place to manage opt-outs for at least 30 days regardless
of the subject matter. Also, make sure to delete a contact who replies to
your email with an unsubscribe request.
- You cant use misleading information in the subject line:
For individual communication, make sure you have a clear, descriptive
subject line on your email that describes exactly what the content of your
email is about. Make sure your name and organization are clear on your
email, and include your physical address somewhere in the
communication.
- Build your own opt-in lists on your website for the industries you
serve. This ensures recipients have given you permission to send them
information.
- When in doubt, dont send. If you know a particular journalist or
blogger tends to have an anti-PR sentiment, dont send to them without
their permission. As a general rule of thumb, you should only send
relevant information to the journalist or blogger you are targeting. While
this may seem common sense, its not always common practice.
Here are two options on how to send bulk emails:
Once you decide who to send your press releases to, you'll have hundreds
or thousands emails to send out. Emailing one at a time will take days or
weeks. You are better off using a bulk emailer software that you
download on your computer or consider using email marketing
websites.
1) Bulk emailer software: Many people still use email downloadable
software such as MaxBulkMailer (there are many others) because they
are fairly cheap and make it easy to upload your lists of contacts and
track the emails you send out.
This kind of program basically allows you to send lots of emails rapidly
and singly without the need to cc or bcc the addresses; it personalizes
each email if you opt to enter first and/or last name; it checks if there are
any duplicates and it organizes all your mailing lists. Recently though
they have been hitting a whole lot of spam filters (google changed its
spam algorithm with the Panda), so the amount of bounced emails might
be higher than it used to be. To get around the filters you'll have to go
thru some tricky hoops like build a solid reputation with the ISPs
(Internet Service Providers), and authenticating your email which allows
ISPs to properly identify the sender of the email so it can make smarter
decisions about its delivery. For your info, the 3 most accepted methods
of authentication are:
DKIM:http://www.dkim.org/
SenderID:http://www.microsoft.com/senderid
SPF:http://www.openspf.org
Also, before sending out emails, it is a good idea to visit these websites
and see if they pass the spam check with major spam filters:
http://www.isnotspam.com/
http://www.lyris.com/us-en/contentchecker
http://www.contactology.com/check_mqs.php
http://spamcheck.postmarkapp.com/
http://www.mailingcheck.com/download-spam-checker/
Other software to check out: Send Blaster, Atomic Sender, Ecampaign,
etc...
2) Email marketing programs: Most mainstream email marketing
programs are set up to manage your press lists with minimal effort. They
used to be very expensive but there's so much competition that the prices
have dropped significantly. They comply with CAN-SPAM and handle
emails validation for you to avoid the most common problems. In most
cases you will get an SPF Pass (email validation system) without you
needing to change anything on your end. If you do not have an SPF
record set up, your mail will still deliver well through them. Also, they
sign each email using their own DKIM signature, this allows for full
validation without you needing to ever be involved with DKIM
Programs.
Websites like MailChimp or MadMimi allow you to store something like
2000 email addresses for free, with customizable designs and automatic
whitelisting, so your emails actually arrive to the intended recipient.
You'll find that there are many programs available online to help you
send large amount of emails like Cakemail, Sendy, Aweber, Constant
Contacts, Sendgrid, etc...
Note: Before sending out the emails, make sure the addresses aren't
wrongly formatted, ie:
-j ohndoe@yahoo.com , 6j ohndoe@yahoo.com , j ohndoe@yahoo.com ,
etc...if it is wrongly formatted, fix it before sending.
12. FOLLOW UP YOUR PRESS RELEASE
Issuing a press release is all well and good, however, it's only one step in
a properly planned P.R. strategy. If they're interested, you'll hear from
them. But don't be offended if you don't get a response. With staffing
levels down, deadlines tight and more folks competing for attention than
ever, not everything will make the cut, and time-strapped journalists don't
always have the bandwidth to send a formal response.
Should you call to follow up on your press release or not? Opinions on
this vary widely. To be safe, find out what each journalist's policy is and
honor it. Most of them prefer you email them, and then follow up with
another email or phone call several days or a week later to check in.
The general rule is to try calling at different intervals throughout the day
to get ahold of a journalist rather than leave a voicemail message.
Newspaper reporters should be contacted in the mornings; most deadlines
are in the afternoon causing reporters to be very stressed and short-
tempered when it comes to an unplanned phone call, so avoid calling
them between 4:30 p.m. and 5 p.m. when most newsrooms become
chaotic. For breaking news, phone is the best way to communicate. TV
newsrooms often rely on phone communications as well. A TV producer
might be easier to reach 30 minutes after his show is off the air.
When you get the reporters on the phone, don't ask whether they received
your press release, instead summarize your news and offer additional
information, but don't nag. And make sure you don't read your release to
them!
Don't call every other day asking if your release will run, and don't use
the stalker mode of calling; most of them have Caller ID.
Unless it is urgent or time sensitive, never pitch journalists on a Monday
or a Friday. They are trying to start and end their week just like you are
and it is more effective to let them do so without a pitch or a follow-up.
You have to be patient, but keep tracking the media for your mentions. If
your budget allows, consider investing in a news tracking service.
13. ADDITIONAL TIPS
As a rule of thumb most editors will look to see if a story covers any
numbers of these seven points:
- Timeliness: Time is of the essence, no one wants to hear about old
news.
- Prominence: does it feature a well-known company or person?
- Proximity: is your story locally or nationally?
- Impact: does your story have any consequences or significance to the
publications readers?
- Human interest: does your story involve or have an impact on people,
especially in regard to charities or other good causes?
- Uniqueness: does your story feature something never seen or heard
before?
- Conflict: ethical or physical clashes are always evident in the news.
Dont's of Press Release
- Don't Request that no changes be made in the release copy.
- Don't ask for clippings of the printed release. Use a clipping company.
- Don't hand-deliver a release to an editor to make certain that he or she
receives it.
- Don't use the press release as a vehicle to sell something. That's what
the advertising department is for; it will be ignored in its entirety.
- Dont be demanding, rude, ungrateful or act entitled.
- Don't "announce" anything in the lead. Reporters despise this word in
the first line or two. The main reason for a press release is to announce
news. Saying you're announcing it is ridiculous.
- Don't repeat information. This will help to keep your press release more
concise. Repetition is for advertising, not news.
- Don't ask questions in your lead. You're supposed to be the experts with
the answers to people's problems. People need answers, not more
questions.
- Don't say "first annual." There's simply no such thing.
If you want to work with the media effectively, fit yourself into their way
of working.
Correction
Need to send out a correction? Why did you screw up in the first place?
Before sending your press release, make sure to check it for factual
errors. An incorrect date for example will confuse journalists and
basically ruin the release. If you have to send out a correction, it will
further flood their inboxes with a release they had already read or
ignored.
14. MUSICIANS PRESS RELEASE SAMPLES
Below are samples of one-page press releases that might help guide you.
If you simply fill in the blanks and italicized areas, and paste the result
into your own word processor, you will have an adequate press release
for the media outlets.
However, I urge you to customize your press releases to better represent
your band.
-------------------------------------
Concert / Special Show Press Release
[COMPANY / BAND LOGO]
FOR IMMEDIATE RELEASE
[City, State]
[today's date]
CONTACT: [you or your local publicity person's name, address, phone,
fax, email and band / label websites]
HEADLINE:
BLAH BLAH TO APPEAR AT __________________[venue name
/city]___________FOR ____________________[name of event]
ON ___________[Date]
BODY:
[organization/promoter ]_______________________ is proud to present
nationally known BLAH BLAH, in concert on____________[date] at
________[time]. The concert will be held at _________________[venue
name with location] and tickets are ___________[price] and available at
_____________[ticket sale details].
[Remainder of body text should include any relevant information about
the band / album / label. Type of music, influences].
[A quote from a good review should also be included here].
[A paragraph here about your organization or venue or anything special
about the concert such as a benefit fundraiser or anniversary event.
Include directions if the location is out of the way].
Please visit BLAH BLAH's website at www.______________for more
information, including full bios, downloadable jpeg 300 dpi photos and
mp3's.
BLAH BLAH is available for interviews. Please contact ______________
____________[you or your local publicity designee's name, address,
phone, fax, email] to set up a time that is convenient.
# # #
(indicates Press Release is finished)
----------------------------------------------------------------------------------------
Tour Press Release
[City, State]
[today's date]
fax, email and band / label websites]
HEADLINE:
PHILADELPHIA'S EMERGING POP BAND "BLAH BLAH" TO KICK
OFF NATIONAL TOUR
Philadelphia's up and coming modern rock band BLAH BLAH has put
together a fall national tour and will be hitting the road on
___________[Date].
The tour will kick off in ________________[City,State] at
_________________________[Venue's name].
The band has become one of Philadelphia's favorite sons over the past
year and was recently featured in the Philadelphia Inquirer.
Blah Blah will be promoting their recently released full length Album
Time Goes On and hopes to gain many new fans with their dynamic
stage show. A publicity campaign is planned in support of the tour and
we feel that this is only the beginning of many exciting things to come
for Blah Blah" stated the bands manager, __________________[Name of
Mgr].
[Remainder of body text should include any relevant information about
the band / album / label. Type of music, influences].
You can catch BLAH BLAH at:
[List dates, venues, cities, states here].
[If you know names of supporting bands, include their names here].
Be sure to visit Blah Blah's online press kit at http://www.____________
for full bios and downloadable jpeg 300 dpi photos.
If you need more info, interview the band or review the show, please
contact ___________________________
[you or your local publicity person's name, address, phone, fax, email
and band's website]
#####
----------------------------------------------------------------------------------------
Album Release
[Today's Date]
[City, State]
fax, email and band's website / label]
PHILADELPHIA'S "BLAH BLAH" RELEASES DEBUT ALBUM
Philadelphia's up and coming Alternative Rock Band Blah Blah have
just released their debut album A Time For All on the independent
record label ______ Records. The album consisting of ten songs and
one bonus track featuring a guest appearance by legendary guitarist
__________(Name of his band) was produced and engineered by
engineer/producer __________ (Name of bands/albums he produced).
[Also in this paragraph, give a few clues about the sound of the album
and any influences. Other "big ticket" selling points such as a song that
has received a lot of radio play, praise from a well known artist, DJ, etc.
could be added].
The record is now available for purchase through Blah Blah's official
website, www.______________, along with other retail record stores in
the greater Philadelphia area. It will also be available for digital
download on iTunes, Rhapsody, and Napster in October of this year.
Blah Blah are planning a 20 city national tour in support of their new
release scheduled to kick off in mid November. To keep up to date with
this explosive band and their schedule check out their website,
www___________.
Be sure to visit Blah Blah's online press kit at http://____________ for
full bios and downloadable jpeg 300 dpi photos.
For more info, promo request or to set up an interview, please contact
_______________________________[you or your local publicity
person's name, address, phone, fax, email and band's website]
###
----------------------------------------------------------------------------------------
Generic Press Release
City, State
Today's Date
Contact: [you or your local publicity person's name, address, phone, fax,
email and band / label / company website]
MAIN TITLE OF PRESS RELEASE GOES HERE IN ALL UPPER
CASE
Subtitle (if needed) Goes in Title Case (Upper & Lower)
body of press release body of press release body of press release body of
press release body of press release body of press release body of press
release body of press release body of press release body of press release
release body of press release body of press release body of press release
press release
release body of press release body of press release body
Please visit BLAH BLAH's website at www.______________for more
information, including full bios, downloadable jpeg 300 dpi photos and
mp3's. (brief overview of band/company)
For additional information or to schedule an interview, please contact
______________ ____________[you or your local publicity designee's
name, address, phone, fax, email] to set up a time that is convenient.
# # #
15. FINAL NOTES
Remember, it's not what you feel is important, it's what the editor thinks
his audience is interested in that counts. Make it easy for the media: some
media agencies and journalists will grab your press release and carry it in
their publications with slight editing or no alteration. When that happens,
you'll know you have succeeded not only in selecting a newsworthy
topic, but also in writing it in the best possible form such an
achievement is rare due to the stiff competition for free media attention.
But even if your press release is not used word for word, journalists may
use it as the basis for a feature story or to create their own story ideas.
The more information and details you include, the less work they have to
do. Additionally, understand that the points you make and the order in
which you make them may direct the journalist in how to develop that
story.
Think like the reader. Your press release should be able to keep the
reader's interest. Be clear about why there is a need for what you do.
Here is an example of a press release I sent out that was printed word for
word in the Seattle press. Check out the journalist's note and the story:
Back Beat Seattle
06/16/2009 News, Show Previews,
Burmese Python to Appear In Seattle
I dont often post press releases verbatim, in fact, this might be the first
time I have done so. But apparently a Burmese Python will be part of The
Jim Rose Circus show in Seattle on July 8th. I cant wait. Read on:
MAURICE LEGRAND, A BURMESE PYTHON, PICKIER THAN
MARIAH CAREY
EVER WONDER WHAT ITS LIKE TO GO FROM CITY TO CITY
WITH THE WORLDS LARGEST TOURING ALBINO BURMESE
PYTHON?
Jim Rose didnt when he agreed to purchase the mammoth deadly snake,
MAURICE LE GRAND, from Belgium. It arrived in the United States
yesterday. When its special crate was opened, Jims wife gasped in sheer
horror: I knew it was big, but until you see it you cant even come close
to fathoming what a complete monster it is.
MAURICE LE GRAND was purchased for $63,000, the highest price
ever paid for a snake. Nearly twenty-four hours after its new home in the
U.S. was set up, the Roses have adjusted somewhat. Jim says Its
actually pretty cool. We spent three months studying this species and the
particulars of the nature of these rare albinos. We have also hired a snake
butler who cares for it 24/7. Within two weeks I should be able to get into
the encampment with it and begin bonding with the python. This has
been my dream since I was a little boy. I cant wait to take it from city to
city, showing people all over the United States that snakes deserve
respect and dignity. In our Jim Rose Circus vs. Jake The Snake Roberts
tour, MAURICE LE GRAND will have an entire moving habitat
constructed for the journey.
The Burmese Python (Python molurus bivittatus), is the largest
subspecies of the Indian Python and one of the 6 largest snakes in the
world, on average growing up to 5.5 meters (18 ft) and weighing up to 71
kilograms (160 lb). They are native to rainforest areas of Southeast Asia,
are nocturnal, semi-aquatic, and while young are often found near water
and in trees; they are excellent swimmers, staying submerged for as much
as half an hour. The Burmese Python continues to grow throughout life,
and their great length is due to the presence of a large number of
vertebrae. When adult girth is reached, the snakes tend to be ground
hunters. An unsuitable choice for inexperienced snake handlers, Burmese
Pythons are carnivorous, and are known to have attacked animals as large
as alligators.
Tags:posted by dagmar
CHAPTER 7
This chapter provides extra info if you'd like to add to the media list I
sent you.
CREATE A TARGETED MEDIA LIST
A media list is the #1 tool individuals need to start a successful P.R.
campaign. Just as salespeople tailor their information to the interests of
their prospects, write the press release with a specific publication's or
group of publication's readers in mind.
There is no one media list. Each entity and each press release has a list of
its own, customized to reflect the interests not only of the company or
product, but also to any specific or unique points of reference noted in the
release. The list can become out of date very quickly so it should be
updated and double-checked for accuracy on a frequent basis.
So before engaging in any P.R. activities, take the time to carefully
research and build a database of key reporters. Your list should contain
the contact details of the publications and journalists that pertain to your
industry and be organized according to how valuable each is in terms of
reaching your target audience.
Once you've created a list, schedule time on your calendar for media
outreach.
1. TARGET YOUR AUDIENCE
Identifying your target market is crucial to finding success. You want to
know exactly what kind of people will buy your products or use your
services. Once you have determined your target audience, find out how
they consume media. This will help you decide which outlets to contact
and create your media list - print, TV, radio, trade magazines, lifestyle
glossies, etc. Posing an idea that is against or unfamiliar to your audience
might create conflict between the message you want to send and the one
they actually hear.
Analyze your audience for greater PR results:
Demographics: This basically has to do with how the speaker relates to
the audience. Age, sex, religion, education level, and socio-economic
status are important. Your audience can be defined in different ways, but
looking at a demographic breakdown of your customer base and their
trends should get you started. Get to know your customers: dont be
afraid to talk to them and ask what brought them in; it may lead to an
idea about how to get more of the same people in the door.
Psychographics: This relates more to internal values, such as ideology,
beliefs, and attitudes.
Looking at your targeted group's demographics or psychographics will
get you a long way in putting you and your customer on the same level.
Credibility: Credibility is important because it communicates to the
audience just how much competence and authority you have on the
subject. It is always helpful to research public opinion about a certain
topic, especially if that topic is controversial in anyway.
Know Your Key Influencers: In addition to the demographic makeup of
your customer base, you also need to know who the influencers are. Who
are the beat writers, bloggers, and gossipmongers that talk to your
audience on a regular basis, and what are you doing to establish an
ongoing relationship with these people? Knowing your audience is just
the first step. You must also consider what behavior you want to
influence with each member of your target audience and develop your
P.R. plan to achieve those goals.
Focusing your P.R. strategy to your immediate draw radius is going to
have the most impact on revenue by driving positive awareness.
2. RESEARCH YOUR PUBLICATION
Tailor your pitch
Read & research your target media. Who does your business or event
appeal to? Who is your target market? Is this appropriate for the
particular publication you're submitting to? You must know where you fit
in and to whom you are pitching. Read the publication, watch the TV
news & talk shows, and listen to the radio station to see what angles the
stories they have featured are taking. Become familiar with styles and
formats not only what they do but also know how they do it. Tailor your
pitch to their interests and needs, thereby not making pitches that will go
nowhere.
Do your homework then write different versions of your pitch. Each
one should concentrate on specific elements of the story. Then, send the
version that is most appropriate to each publication.
You should not only consider the topics covered by the publication but
also their culture and the way they talk about it.
The No. 1 thing that journalists hate is when you pitch them something
that has nothing to do with what they cover.
It's easier to craft your pitch if you know what reporters are working on.
Many magazines publish editorial calendars on their websites; the
calendars list some of the publications' upcoming articles for the year.
Personalization is key
Theres something to be said for a personalized pitch.
It helps to build those relationships before you need them. When you are
proactively compiling your media contact list, use that as an excuse to
introduce yourself and your organization to the media contacts. Itll pay
dividends.
Don't simply email your press release to an anonymous journalist and
think you're going to get press. You need to write a personalized pitch to
each reporter you contact. Show you understand their website or
magazine and explain why you're contacting them. Never send bulk
emails to reporters - that's Spam! The shotgun approach - sending your
news to every outlet/broadcaster/publication in the country - is not the
most effective way to reach your target audience. Taking time to do a
little research can produce greater results for your efforts. Know whom
you want to reach and know the format and medium they prefer.
Delivering your story in the right format to the right media is more likely
to ensure successful coverage.
News releases should be directed to a specific person or specific section
rather than addressed to the "Editor" because it can easily take 10 days to
reach the right person, and by that time, the event may be over.
Know your reporter and what he/she has published before you make the
first contact.
Where do you get the Sources?
Know the reporters at your local newspapers who report on your
industry and build a relationship. Obvious but effective.
Tell your clients / fans that you are developing a strategy to attract the
attention of the media. Accept any introductions to the media that they
offer to make for you, just as you would refer business to them.
Also ask clients what print, broadcast media, or websites they read,
watch, listen to or visit regularly. It is logical that you will find other
prospects there. The research you conduct with your clients will give you
an excellent foundation for a targeted media list.
A complete list needs also to include media that may be unfamiliar to
your clients yet are read by colleagues and other professionals.
Your products: Identify articles that cover your area of expertise. If you
really want to find the "right people," one course of action is to look at
the magazines that cover your type of product. Get the e-mail addresses
for staffers and contributing editors (regular freelancers) from the
masthead or from the magazine's website. Often, the publication's
website also lists the editorial calendar and gives a clue about which
editors handle what topics. This process costs little or nothing, and it's the
easiest way to be accurate. If the number of contacts is overwhelming,
find the e-mail ID of an editorial assistant; it's the assistant's job to track
the journalists' beats. It's also important for you to figure out, perhaps
with the help of that editorial assistant, which writers care about what
kind of information.
Freelancers: Although you may have your eye on the top magazine
editors, you should really go out of your way to create a relationship with
other individuals who influence how your target audience consumes.
Changes in the metropolitan daily newspapers, trade publications, and
magazines have reduced the number of reporters on staff. Therefore,
many concept stories (idea-driven stories that are more feature stories
than breaking news) are covered by freelance writers, syndicated
columnists, authors, bloggers, celebrities or wire service reporters. They
are continually looking for stories. Be their source in the future. Search
the Web and look for authors of reviews of competing products. Often,
the online review will include the author's email address.
Freelancers make money only when they successfully pitch a story or
review idea to an editor; they'll be happy if your product is worth writing
about. If they already know the product category, they'll be more
interested in covering your application and they'll do a more accurate job.
If one editor says No, they'll turn around and ask another, until someone
says Yes.
Don't forget to keep track of reporters whose work you admire. Since you
know the style in which they write, when you send them information you
can reference the article that led you to them.
A Google search can also turn up names of writers who cover topics
related to your business, as well as their most recent stories. You should
also be able to find contact information online for local publications
which may be looking for content with a local angle.
Radio Stations & Television
You can get station contact info from the yellow pages or by searching
online per cities. Most of them have web sites and an email address that
goes directly to the producer or host.
For radio, go to the Radio and Records web site at
http://www.rronline.com. R&R is the main trade publication for the radio
industry. You can find more links to radio station web sites there.
3. ORGANIZE YOUR LIST
There are five critical variables to help you organize your information
into a media list:
Reach: how widely the media are read, seen, or listened to and by whom
Frequency: daily, weekly, monthly, bimonthly, semiannually, annually
Local: media outlets in your town, city, county, region
National: media outlets throughout the country
International: media outlets outside the country
Targeting some of these media outlets will enhance your credibility and
visibility and expand the value of your media campaign.
In the end, it's not how many contacts you make that count, it's how many
contacts lead to a press release actually getting coverage.
4. OVERVIEW OF THE MOST ACCESSIBLE AND
EFFECTIVE MEDIA
Newspapers
- national
- daily and / or Sunday
- trade daily, weekly, monthly, special edition
- local (city, suburb, town, village, community)
- specialty
Magazines
news weeklies
lifestyles, specialty magazines & journals
general interest
consumer
business
city
etnic
trade
fraternal
Television
network
local
cable
satellite
pay-per-view
closed circuit
in-flight
video
Radio
network
local
syndicated
Others
internet / World Wide Web
newsletter
5. WHO DOES WHAT
Print & Publications
Editor, executive editor, managing editor - determine overall editorial
stance of the newspaper and the general drive of news gathering.
Executive Editor - The top editor sometimes has the title executive
editor or editor-in-chief. This person is generally responsible for the
content of the publication. An exception is that large newspapers usually
have a separate editor for the editorials and opinion pages to separate
news reporting and editorial content.
The executive editor sets the publication standards for performance, as
well as for motivating and developing the staff. He is also responsible for
developing and maintaining the publication budget. In concert with the
publisher and the operating committee, he is responsible for strategic and
operational planning. The executive editor is effectively the head of the
newspaper and has considerable influence on its content.
City Editor - In North and South America it refers to the editor
responsible for the news coverage of a newspaper's local circulation area.
A city editor makes day to day decisions on what to cover and who will
do it. He can refer you to the reporter who covers your beat. He's
responsible in the daily changes of a particular issue of a newspaper that
will be released in the coming day.
Metropolitan Editor directs and supervises personnel engaged in
selecting, gathering, and editing local news and news photographs for
edition of newspaper. Reviews news copy and confers with executive
staff members regarding allocation of news space. Sends copy to copy
desk for editing. May write or direct writing of headlines. May hire and
discharge members of reporting staff. May perform other editorial duties
as required. Designated State Editor (print. & pub.) when working with
State news and National Editor (print. & pub.) when working with
National news.
Editorial Page Editor oversees the coverage on the editorial page. This
includes chairing the Editorial Board and assigning editorial writing
responsibilities. The editorial page editor may also oversee the op-ed
page, selects the letters to the editor, the columns that run, and lays out
the page. Editorials in many papers are written by an editorial board.
Assignment Editor - An assignment editor is an editor either at a
newspaper, or radio or television station who selects, develops and
plans reporting assignments, either news events or feature stories, to be
covered by reporters.Whatever the case, it is his job to determine what
news tips and news releases are the most newsworthy, and then decide
which reporter to assign a story to. Those assignments are often
determined based on the reporter's experience, skills and his/her beat
(e.g., police, courts, schools, city hall, county, etc.). Typically, an
Assignment Editor will sift through press releases like you go through
your mailover a wastebasket.
An assignment editor often fields calls from the public, who give news
tips, or information about a possible story or event to be covered.
If a major story develops such as a disaster or economic development
an assignment editor may enlist several reporters (in addition to whoever
usually covers that beat) to cover various angles of a story.
Columnist
A columnist is a journalist who writes regular commentaries and opinions
called a "column" on current issues for publication in a particular field of
interest, as politics, theater or etiquette. Columns appear in newspapers,
magazines, trade journals and the Internet. Some Internet columns are
called blogs or weblogs.
National political columnists are often syndicated.
Some columnists appear on a daily or weekly basis and later reprint the
same material in book collections.
Reporter
Reporters gather their information in a variety of ways, including tips,
press releases, sources (those with newsworthy information) and
witnessing events. They perform research through interviews, public
records, and other sources. The information-gathering part of the job is
sometimes called "reporting" as distinct from the production part of the
job, such as writing articles. Reporters generally split their time between
working in a newsroom and going out to witness events or interview
people. Most reporters working for major news media outlets are
assigned an area to focus on, called a beat or patch. They are encouraged
to cultivate sources to improve their information gathering.
Editorial Calendar
An editorial calendar is published by the advertising divisions of
magazines. It is basically a calendar of editorial coverage planned for the
year. You can find an editorial calendar on a magazine's website (check
the advertising media kit).
Radio Producer
A radio producer is instrumental in all aspects of generating radio shows,
from the initial concept, content, research to the final production and
distribution. He may work for a small independent station or a national or
international organization. If the radio station follows a music format, the
producer is normally expected to know the audience and their tastes. He
frequently creates the playlists for each show based on demographics and
research. He also may produce recorded content, from shows to radio
commercials and commercial bumpers.The contests and promotions
frequently associated with popular music stations are generally crated by
the radio producer.
The job of a radio producer on a station dedicated to news, talk radio or a
morning drive (which is the most popular listening time) is different than
that of music. It is his responsibility to make an informative and
entertaining show that generates and holds a dedicated audience of
listeners. He is commonly required to procure guests of interest to
specific hosts and audiences. Once a guest is booked, he is customarily
expected to suggest questions and topics to make the guests interview
compelling. Some are involved in research and writing work. If a talk
show accepts calls from listeners, the radio producer is frequently the
person who screens the calls before passing them on to the talk show
host.
TV Producer
A television producer is in charge of planning shows, news segments,
documentaries or episodes to air on television. Generally it is the
producer who is accountable for the show's general excellence and
survivability, though the roles depend on the particular show or
organization. He's responsible for a show's overall quality and ensures
that all programs stay on schedule. He's responsible for gathering all of
the important components needed to produce a program, including
research materials, scripts, shoot management, fact checking and props.
He closely supervises his crew in order to ensure that production runs as
efficiently as possible and stays within a set budget and timelines.
Some producers take more of an executive role, in that they conceive new
programs and pitch them to the networks, but upon acceptance they focus
on business matters, such as budgets and contracts. Other producers are
more involved with the day-to-day workings, participating in activities
such as screenwriting, set design, casting, and even directing.
CHAPTER 8
INTERVIEW TIPS
In the quest for publicity, the main objectives is to be granted a media
interview. So it does make sense to be well-prepared when the occasion
arises.
1. THE TELEPHONE CALL
There are four basic reasons the media might call you:
1) to verify information in your press release
2) to get additional details about you or your company
3) to get a quote to go along the story
4) to arrange an in-depth interview.
Should you get such a call don't underestimate its importance. The way
you handle the initial query can make all the difference in how your story
is covered.
As mentioned earlier, for radio and television the first telephone call will
actually be a disguised audition or pre-interview interview designed to
see how well you would perform on the air. What you say and how you
say it will become the criteria for choosing you as an interview subject.
So be enthusiastic, respond with short & lively answers, speak up clearly
and don't sound like a commercial.
2. HAVE YOUR ANSWERS READY
Anticipate questions that journalists might ask. Prepare and practice your
answers so your statements will flow smoothly and confidently. Consider
writing a list of suggested questions or topics to cover. Ask permission to
send this list to the journalist prior to the interview. If used, your list will
direct the interview in the way you hope. However since the majority of
journalists prefer spontaneous statements, they might not divulge the
nature of their questions in advance.
3. HAVE INFORMATION AVAILABLE
Above all, make sure you are ready and available to provide
supplemental information. The entire point of a media announcement is
to get the editor interested and on the phone with you. Often times a
reporter will call you hours or minutes before deadline. Fail to get back
with them quickly, and your story will be skipped. You're going to be
asked for supporting information or materials on any story pitch. So do
yourself a favor: from screen grabs to sample copies and supporting
videos, make sure all of these materials are prepared well in advance and
are ready to be provided to journalists at the interview. This could include
an expanded version of your media release with a list of questions they
can ask you. You can also provide the answers to the questions.
4. BREVITY & ACCURACY
A short, simple answer is usually the best answer. One or two sentences
are adequate. If the journalist wants to hear more he will ask a follow up
question.
Get your facts right and use them to enhance your remarks. If the reporter
detect a lie he will stop using you as a source.
5. SOUND BITES
In taped or recorded interviews, a great deal of the information is
condensed for print or broadcast purposes. It is therefore important to
keep your statements brief and to the point. Practice to speak in sound
bites of 13 or 15 second remarks that make a point clearly and
effectively. Even if it means to use a stopwatch, it pays to learn how to
make every word count.
6. BE QUOTABLE
During the interview, one of your goals should be to say something
significant that the media will attribute to you in a quotation. To do so,
incorporate the question into the answer.
For example:
question: What advice do you have for others who want to open their
own bookshop?
Weak answer: Sign a short lease.
Quotable answer: For anyone who wants to open a bookstore my advice
would be sign a short lease.
7. ANECDOTES
Be prepared to tell brief and colorful anecdotes and short stories during
the interview. Think of the funniest thing that's happened to you in the
course of running your business; or the most positive results you've had
since you began offering your service or product, etc. Find a way to mix
one or more of your three main marketing messages into each anecdote.
If you are telling a humorous anecdote, be sure that the joke is on
yourself and explain what you learned from the experience. Similarly,
resist the temptations to tell negative stories.
8. ON THE RADIO
Be upbeat.
Remember that radio is entertainment and wants people with personality.
If you land an interview be prepared to entertain the audience in addition
to informing them. Be energized, personable, friendly, excited,
outrageous, flirtatious, funny, morbid, something that the audience won't
expect. And do it in a big way. Because there are no pictures to aid
listeners to stick around, your personality must shine for the emotion to
get across the airwaves. Show hosts/producers are often disappointed by
guests who say they will be entertaining, but don't deliver.
Spirited dialogue and committed guests are what keeps an audience tuned
in. Moreover, the more relevant the message to the audience, the more
likely they will stay attentively focused.
Keep responses brief.
Radio listeners don't have large attention spans. Neither do moderators.
Dead air is awful. Boring air is next worst. So keep responses relatively
brief - not staccato - but brief enough so that you are not a bore. When
through, stop.
Be an authority.
Like TV, radio demands spokespersons who are categorical in their
answers. You have been invited on as an "authority." So act the part, and
don't waffle, waver or weasel out of stating your frank viewpoint.
Persuade the listener, rather than the caller.
Radio talk show callers are notoriously ideological - 10 times more so,
according to research, than those who listen and never call. So your job is
to speak "beyond" the ideologue who made the call - and transmit your
remarks at the faceless but attentive listeners in the audience.
Always show respect to callers.
Just because some callers are borderline defective doesn't mean you diss
them. So no matter how obnoxious they may be, treat all callers with
civility, meaning talk directly to them. The host will arbitrate if he feels
the need. So leave it to him to divert your telephonic conversation.
Politely agree to disagree and move on. On the other hand, don't let
callers dominate the discussion. Talk radio is a vast reserve of caller
wannabe entertainers, who crave the spotlight. So once you've heard
them out, don't be reluctant to respond and move on.
9. YOUR TELEVISION IMAGE
If your interview will be televised, you've scored a home run in the P.R.
game. And regardless if it is local access cable, evening news or national
talk show, you want to look your best.
. Body Language: Remember to look at the interviewer, not the camera.
Never exhibit any nervous mannerisms; find a natural resting position for
your hands
. makeup: It is necessary to use makeup because television lights are
very intense. The brightness of the lights improves the quality of the
picture, but at the same time it overpowers the natural color of the skin,
making it look unhealthy. So ask if a makeup artist will be available, if
not you'll be responsible to do your own.
. clothing: As a rule of thumb, dress appropriately for your type of
business; wear the colors and styles that are right for you. Remember
that solid colors are preferred over prints, geometrics, plaids or florals.
But avoid wearing solid white. It flares causing a shutdown of the
camera iris which in turn will make you look dark and shadowy.
Don't wear something too extreme that will create a distraction to the
viewers.
. Accessories: Keep your accessories conservative. The ones that dangle,
move, glitter, shine or create noise are inadvisable. If you wear
eyeglasses, ask the camera operator what you can do to reduce the glare.
CHAPTER 9
WAYS TO MAKE THE MEDIA LOVE YOU
One can't afford to go about gratuitously burning bridges, and it's
imperative to establish the same healthy working relationship with
reporters that you would with anyone you work with day in and day out.
1. Treat the media like gold. It's vital to be trustworthy, considerate and
professional in all dealings with the press. In any oral or written
communications, you should be friendly and approachable, articulate and
concise, and willing to go that extra mile to give everything a personal
touch.
Answer their questions in a forthcoming manner, in a respectful, pleasant
tone. Do not disparage others and be careful about making negative
comments. Be willing to answer reporters' questions, even if you have to
research the answers and get back to them. (Don't be afraid to say you
don't know but can find out, and never give an answer you're not sure is
accurate.) Do not lie or provide exaggerated claims. Just like you, media
people appreciate those who take the high road.
2. When the media calls, stop what you are doing and give them your full
attention. That's right. Maybe you're having lunch. Or in a meeting.
Guess what? The media waits for no one.
3. If you're running an event or a tourist attraction, let the press in for free
to cover it.
4. Spend some time getting to know your local reporters - take them out
to lunch, drinks, whatever. They will appreciate a little special attention -
especially on a reporter's salary. And the next time you call to pitch a
story, they're more likely to remember you and return the favor.
5. Be realistic about coverage. You have control over advertising; you
have minimal control over P.R. That's the difference between paying for
something and not paying for it. A reporter can interview you for an hour
and you might only have one line in the media. Or none. It may focus on
an angle you don't like. The reporter determines what angle to use,
depending on his/her needs, space available and information you provide.
The reporters owe you nothing for your time. Be pleasant and
understanding in future dealings with them.
6. It pays to respect media members' opinions. If they don't feel a story is
a fit, acknowledge it and move on instead of going for the hard sell. It's
perfectly OK to ask "why" so you'll be better-equipped the next time you
have an angle to pitch.
7. Stop complaining. Sometimes, after a phone interview, you will be
misquoted. Unless it is truly a libelous or slanderous comment, you
should take it in stride. Do not decide to complain to the reporter, or you
will certainly not be getting any press, at least not favorable, in that
media again.
8. Give them several contact numbers, including day, night and weekend
(including mobile, vacation/out-of- town contact info). A member of the
press could be in a different time zone, or might want to call you before
or after your business hours.
9. Be realistic about when the media will cover you. Typically, daily
newspapers, radio and TV have a one day to three month coverage
window. Magazines have a 2-3 month to one year window. The lead
times vary depending on editorial calendars, seasonal coverage and
breaking news. In addition, the media chooses when they want to run a
story; you have little control over when they run it, unless it is tied in
with a timely event, such as a holiday. While you would love to see
yourself or your organization on the 6 o'clock news or the front-page of
the business section, the media may have other stories slotted for those
options, or they may need to fill a space in another segment. Similarly,
you might want your story to run immediately, but the media may hold it
for months, if there is no urgency in running it.

10. Remember to thank any reporter or blogger who gives your product a
mention. Media people, just like you, enjoy a pat on the back once in a
while. They work very hard and are always open to hearing your
feedback and appreciation. And to be remembered even more, put it in
writing. By putting effort into developing media relationships, you'll
increase your chances of current and future public relations success.
11. Pick up your own copies of your articles or tapes. Do not ask the
reporter for a copy. He/she will be offended! Pick up a copy of the
publication or call the media outlet to order a copy or tape.
12. Finally, know the deadlines and publication schedules of the media
you deal with, and understand their importance.
CHAPTER 10
THE ART OF PUBLICITY STUNTS
Sensationalism can be traced to the early 1800's when circuses traversed
the world. Many of the most memorable hoaxes and cons can be
attributed to one of my heroes, P.T. Barnum.
The following are my favorite publicity stories that have taken place in
the last twenty years. They have all been orchestrated by me and /or my
old friend, Mark Borkowski, a London publicist.
Barnum inspired me and I hope these stories will push you further toward
the fringe.
1. A NIGHT AT THE OPERA
In 1993, the Jim Rose Circus embarked on our first world tour. I made a
strategic decision to book venues that would summarily kick me out once
they realized that my show was, in fact, a freak show in every
conceivable, distorted sense. Of course, I had back-up venues and
publicity posters ready to exploit the controversy.
The Opera House in Oslo-Norway provides a representative example.
The government- subsidized venue was controlled by the Opera Society. I
arranged for a friend to alert the Society about my circus performers. As
predicted, we were summarily banned. The story made front pages and
was the catalyst for lively debate in the editorial section. But a funny
thing happened on the way to the Opera House. The letters to the editor
were staunchly in my favor. Many Norwegians were upset that the Opera
Society had the power to determine what constituted "art" in a
government-subsidized venue. The Society flat-out refused the public's
pleas to reconsider.
Their intolerance didn't surprise me in the least. Instead, I took pride in
the fact that my back-up venue sold out immediately. Since I no longer
needed the press, I decided to wind-up the Opera Society with a red-hot
poker in their collective eye. I responded to the relentless media inquiries
by saying: "I'm putting my international attorney, Fred Reilly, on this
case. So rest assured, it won't be over until the fat lady sings". I doubt it
translated humorously, but Fred and I had a good laugh at their expense.
Note: Finding the balance between controversy and fame can be like
walking a tightrope. Always strive to present publicity in an innovative,
creative manner that will rise above the chatter. But never forget to
measure the potential risks (i.e., outrage, backlash or castration by media)
before you launch a publicity campaign.
2. SHOOT ME
Prior to embarking on my 1997 European tour, I decided to employ a
fresh angle to wind-up the press. While in Holland, I put out a press
release detailing my newest act, "The Bulletproof Vest Demonstration."
After donning a bulletproof vest, I would provide audience members
with a handgun and invite them to hit me with their best shot. Before you
question my sanity, realize that I knew that real firearms would never be
allowed in a theater. I thrive on the cutting edge, but I'm not stupid.
The press release made some sense to Europeans because of their
perception that all Americans carry firepower. I expected nothing more
than a paragraph in gossip columns and a terse letter from a government
official. Once again, I was reminded to never underestimate public
outrage. It turned into a full blown showdown with law enforcement. The
release was issued on a Friday morning and timed for the weekend
editions. By noon I was swamped with the calls from all the major
English newspapers informing me that they had dispatched writers and
photographers to cover the Friday night show in Amsterdam. Due to
deadlines, the publications had all left big blanks in their Sunday papers
that were to be filled with my story and photos. The pressure was on. I
had two hours to figure out what to do before they arrived.
First, I went to the Dutch promoter and asked if I could do the act. The
promoter didn't say a word, but if looks could kill J.R. would have
outlined me in chalk. Then I took mud flaps off my bus, washed them,
duct taped them together and applied a thick coat of black spray paint.
I sent circus members out to buy a toy gun. They reluctantly reported that
the Dutch don't believe in guns as toys and the only available facsimile
was a fluorescent orange squirt gun. I also spray painted it black and
glued a metal strip to one side.
The press straggled in, but I insisted on delaying the backstage
demonstration until they had all gotten there. Once assembled, I said:
"Ladies and gentlemen, thank you for coming on such short notice.
Unfortunately my act has just been banned and my equipment
confiscated. I know you have blanks in your papers so I've put together a
re-enactment on this stage for your photographers. First, are there any
questions?"
"If you are banned in liberal Holland, how do you expect to do this in
England?"
I responded with: "I always expected resistance in Holland because
guns are not part of the Dutch culture. Based on my knowledge of
geopolitical dynamics, I anticipate a different reception in England. Let's
face it, you chaps are much more familiar with firearms due to your
rather impressive history of civilizing the world at gunpoint."
At this point, the visceral reaction of these Fleet Street wags told me
they were hopelessly hooked. I laid it on even thicker as the queries came
fast and furious.
"Why would you want to do this act?"
My response: "The bulletproof vest is the greatest advancement for
law enforcement since the fingerprint. People should experience its
effectiveness in person.
"Have you done this act in the United States?"
I pondered this question for effect and then responded: "Oh yes, but
you should always remember, the people in the Colonies are free spirits.
Americans insist on lining up with their own hand guns to shoot me.
Even grandmothers!"
I knew the reporters were under the gun so to speak and didn't have
time or the inclination to verify my angle. Anyway, it was an
entertainment news and a good story. I took special pride in the
subsequent photo opportunity because it produced one of the best name
branding images of my career. This is one photograph that was worth
10,000 words in the London tabloid press. On the left side of the photo, a
hand holds the pistol. The center depicts my banner with "Jim Rose
Circus" in large print. On the right side, I'm sporting mud flaps and
illuminated by a pinned red stage light. I wore headphones over my ears
and a bandana covers my eyes. To further enhance the visual, I put a
cigarette in my mouth, had my arms tied behind my back and my head is
cocked. We taped firecrackers to the metal strip on the back of the gun.
When lit, the firecrackers created a violent spark and smoke effect. The
result was pure synchronicity. The photo was awesome.
When we arrived in England later that week, law enforcement
immediately informed me that the act was banned. Although my
carefully-executed little scam created massive amount of free publicity, I
craved more. I pretended to negotiate with the authorities by offering a
worthy compromise.
"I understand and appreciate that you don't want fire arms
indiscriminately discharged in a crowded theatre. What if the guns were
welded to an unmovable brace and trained on only me?"
The authorities summarily dismissed my attempt at compromise and
attacked me personally with the kind of official venom traditionally
reserved for soccer hooligans and adulterous members of the Royal
Family. Looking back, I should have sent them a handwritten thank-you
note. Their condescending attitude toward all things "Jim Rose" didn't
escape the press. Pardon the pun, but when the gun smoke cleared the
controversy over my compromise offer extended the news cycle an extra
24 hours. Instead of playing the turkey in a West End turkey shoot, I
celebrated our sold out European tour.
Note: Initiating a dispute with a public official can be a perfect public
relations vehicle. Public conflicts are newsworthy and most people
secretly relish someone taking on "the government." Frequently, the
government takes an official position that can be easily challenged in a
way that makes you more popular than Robin Hood. Be sure to know
your facts, pick your fights carefully and always be magnanimous toward
public officials. Sure, many are rigid, narrow-minded and completely
unrealistic. But at the end of the day, they're just people trying to do their
job. They also share another universal trait: long memories.

3. LIGHT MEAL
Several years ago, I had a photo taken of me crumpled on a stage. I put
out a press release stating that I had eaten too many glass light bulbs in
Belgium, collapsed on stage and was rushed by ambulance to the nearest
hospital. I knew entertainment reporters wouldn't waste their time
tracking down someone to translate gargled Flemish to verify the story.
For added hoopla, I embellished further by stating that I had turned down
the surgical procedure advocated by my prominent gastric physician in
favor of an ancient Hindu remedy that required me to eat bananas and
perform yogi gut exercises until I finally shat a chandelier.
This clever little vignette made front pages worldwide including
U.S.A. Today and produced tons of radio including "The Rest of the
Story" with Paul Harvey. Jay Leno even got in on this one by making a
joke about me on the Tonight Show. No shit!
Note: Creativity and photos are the essential ingredients. Create a
newsworthy package that can be easily disseminated to the electronic
media. As always, make it easy for them to use your story to fulfill their
need for content.
4. SUPERGLUE DISPUTE
The media adores a good dispute. By monitoring current events and
issues, you can pick a fruitful publicity fight whenever an opportunity
arises to spike interest in your business.
Corporate publicity departments are trained to respond to inquiries.
Here's a story chronicling how I used this information to sucker a few.
Superglue is a generic name that no single entity owns. Superglue was
invented to seal wounds quickly in Vietnam. There are five or six
companies that use this brand name. The Superglue industry is
dominated by cutthroat business practices and it's no secret that these
competitors loathe each other. Armed with this knowledge of the
product's history and the Superglue industry, I sent a short, but sweet
letter to all the Superglue manufacturers.
"Dear Sirs, there is a new star in the Jim Rose Circus called
"SuperGlue Man" who uses your product to glue household items to his
body. This sensational performance is in need of a sponsorship. Our
suggested slogan is "A stitch in time to save lives, put Superglue in your
shaving kit". Would you be interested?"
Naturally the companies responded with terse letters refusing my
gracious offer and chastising me for misuse of the product. I turned their
letters over to the media and it became news.
For your information, I actually have someone in my show that does this
act. I also have a performer who balances a running lawn mower on his
chin while the audience throws heads of lettuce at the blades. The
resulting shower of salad on the stage is both hilarious and low in
cholesterol. I got loads of press for this culinary innovation when lawn
mower companies refused my sponsorship offer. To this day, I cannot
understand why they didn't grasp the marketing opportunities for my
visionary new use of their product. "Take the mower out of the shed,
clean off the cobwebs and use it in your kitchen!"
5. MONKEY BUSINESS
Here's one I've done many times that could be a no brainer for almost
any business. First, insert a monkey into your company logo. If you don't
like a monkey moniker, you can change it back to your preferred
stodginess after you get thousands of dollars worth of free publicity. Find
a local monkey handler and retain him for the use of his simian and to go
along with your story.
Take the monkey on a leash to a popular public park. Climb a tree with
the monkey and tether the leash to a branch so the chimp can't wander.
Upon returning to terra firma, notify the local media that your monkey
has gotten away in the park. You suspect that the monkey may be hiding
in a certain tree, but you're waiting for the Fire Department's arrival to
coordinate search and rescue efforts. It's crucial to wait twenty minutes
before calling the Fire Department to give the journalists time to get to
the scene (trust me, they will all come for this story). When the firemen
arrive, tell them you only need the ladder. Then allow the monkey
handler to effectuate the rescue.
After safely retrieving the chimp, tell the media this monkey is your
business mascot that modeled for your logo. Be sure to appear excited
and flabbergasted instead of polished and professional. It will work.
6. LOST SCORPION
Bb the Circus Queen allows live scorpions to crawl into her mouth.
We once demonstrated this aspect of her act during an appearance at the
venerable British Broadcasting Company. After the demonstration, we
advised a BBC executive that the mischievous scorpion had escaped. The
executive immediately instituted a frantic search that shut down the entire
network. Twenty minutes later, a circus member who had hidden the
critter in his pocket pretended to find it. Later in Spain, we had an entire
beach in Spain cleared while people searched for one of our lost
scorpions. Fortunately, we somehow managed to skate around any
residual fallout from these lost scorpion debacles and miraculously our
performances in both markets sold out.
7. LOOK ME IN THE EYES
Sometimes it's better to share press than it is to get none at all. Find an
entity with the same goal and work the project together. For example,
zoos and reptile houses are always looking for free publicity. When I
arrive in a new city, I call the marketing department of a zoo to let them
know that I'm an accomplished animal hypnotist and offer my services
for free. I ask them to find an animal that is having a problem
procreating, then suggest that together we can solve the problem and
procreate press. This situation is usually consummated with a photo
driven story. Looking into the eyes of a lion is a good image. I actually
can hypnotize animals and have helped many zoos over the years.
8. ELSEY THE ELEPHANT
About ten years ago Mark received a call from an old friend who was
taking his circus out for the last time and asked for some publicity help.
The spectacle was down to its last ring; a monkey, two horses and an
elephant were about all that he had left to offer. The circus was
stationed in Calais, France and was ready to be transported across the
strait of Dover into England. Mark promised a bunch of journalists a
surprise provided they would join the circus in Calais. When they arrived,
Mark had them board a ship. He plied them with alcohol while deftly
dodging their questions about the reason for the trip. Finally he took them
down to the hold to see the animals. The journalists were disappointed
and upset. They looked at Mark like he killed the Lindbergh kid and
demanded an explanation.
In a classic Mark moment, he exclaimed grandly "Come on guys,
don't you get it? Your headline is written. NOT SINCE NOAH!"
The story got some coverage, but wasn't impactful. After the first
show, it was obvious that the circus needed more press. Mark put out a
release stating that Elsey the elephant had sucked up the key to the safe
through her trunk and now the circus employees couldn't be paid.
This generated great press. The next day Mark asked the English
equivalent to the National Guards for assistance in solving this odd
dilemma. The photo of uniformed stooges passing a metal detector along
Elsey's stomach made front pages everywhere. Elsey became a national
obsession that demanded a saga. The story carried on for days. It was her
final season, she always loved children, blah, blah, blah...

I have hundreds of stories about self publicity. My final story is one of
my favorites from Mark Borkowski. If you would like more info on this
subject order his book, Improperganda - the Art of the Publicity Stunt.
There are many great stories in Mark's book which are accompanied with
photos about some of my exploits that haven't been included in this
chapter (staged injuries, herding sheep and other creative feats that
generated free press).
9. THE TAP DANCING DOG
In the early Nineties, Mark was doing public relations for a London
novelty show. Since the production wasn't getting much traction, he
decided to put out a press release to ignite some interest. After much
thought, he announced that a tap dancing dog was to be included in the
line up. According to his glowing press release, this amazing canine
could not only tap dance, but also bark in tune to the music with perfect
timing. The results were predictable. The media went wild and clamored
to preview the dog act.
Mark repeatedly postponed their requests and insisted that the press wait
until opening night just like the general public. Interest became so
intense, Mark quickly realized that the credibility of his public relations
company would be in jeopardy if he couldn't come up with a solution. He
was in a jam, especially since he didn't have a tap dancing dog.
While drinking tea one afternoon, the answer materialized. Late that
evening, he made a clandestine mission to a local roundabout where he
had often noticed road kills. Like a modern-day grave raider, he spirited
away a fresh dog carcass. The following day, Mark placed a leash on
the dead dog, transported it to the entrance of the East End theater and
placed it next to the curb.
Between anguished sobs, Mark used his cell phone to quickly organize an
impromptu press conference on the sidewalk. He explained to the stunned
media horde that the world's most talented dog had heard a car radio, ran
off the curb to dance to "Living On A Prayer" and was then nailed by a
speeding taxicab. Mark's performance at the press conference was
absolute mastery. Not only did he cry like a baby, but he displayed the
new leash that had been jerked from his grip when the dog bolted for its
last tango. The press conference created massive amounts of press for
days due to the mourning period and intricacy of the funeral
arrangements.
All who attended the service and the bereaved who read accounts of the
funeral in the newspapers took comfort that Mark's eulogy was both
eloquent and moving.
Okay, I know what you're thinking: "I wear a suit and tie. Deception isn't
acceptable in my line of work. My mother would disown me.etc."
I respect the fact that integrity is crucial to most people reading this
manual. But creativity is acceptable in every industry. It pays to be pro-
active. Any business can create an effective public relations campaign by
constantly seeking situations where you can shine. You may have to
temper your ability to be extreme, but that doesn't mean you can't find a
creative way to differentiate your business from the herd.
Publicity is the art of differentiating yourself from the herd. It is possible
in every business including yours. Unless, of course, you're content with
the sights and smells associated with following the herd.
I have been chastised for the "deceptive" nature of the publicity stunts
chronicled in this chapter. I remind people that a little bit of P. T. Barnum
lives in all of us. Above all, publicity is about getting your story to your
target audience despite all the endless chatter competing for their
attention. Your challenge is to determine what your customers expect
from your industry and competitors. Then find a creative avenue to reach
them in a way that grabs their attention. If the nature of your business
depends on integrity and a pristine image, craft a publicity campaign. If
the nature of your business allows you to skate closer to the fringe, stage
publicity stunts.
CHAPTER 11
INSPIRATIONAL HEADLINES
In conclusion, I've listed some of my favorite quotes from featured stories
around the world. Armed with creativity and an ability to spot an
opportunity, you can generate your own headlines. It's my divine hope
that these examples will provide some inspiration.
"The absolute must-see act is the Seattle-based Jim Rose Show" -
Rolling Stone -
"Freakmania is spreading unabated" - Newsweek -
"The line in Salt Lake City stretched all the way to the Mormon
Temple. They had to turn hundreds away" - Wall Street Journal -
"His delivery is brutally comic. He plays the highly-strung audience
like a violin" - The Independent, London -
"Amazingly, it is actually fun. It may not be everyone's idea of
entertainment, but then what is? It certainly does not deserve to be
banned" - The Times Magazine, London -
"If the body of performer Jim Rose is indeed a temple, he has
perfected its desecration to a fine art" - Spin Magazine -
"Selling out shows across a thrill-hungry nation" - Peter Gilstrap,
Washington Post -
"His contribution to world culture: Made the world profitable for
Mexican transvestite wrestlers" - Fast company Magazine -
"Jim Rose is a pop culture Icon" - San Francisco Weekly -
"The main attraction was the Jim Rose Show, a post-punk freak show
from Seattle"- Jon Parales, New York Times -
"The audience is on their tiptoes, moans and shrieks, some people
cover their eyes, others cast furtive looks at their companions" - Ann
Japanga, LA Times -
"A showman in the classic Barnum style, he's obsessed with the best
and the strangest and with providing genuine entertainment" -The
Toronto Star-
"This word "freaks" could be a contentious one, however Rose
defuses my discomfort with a short laugh" - Sydney Morning Herald -
"The show attracts a wide range of audience members; you see an
artist sitting next to a cowboy next to a rocker next to a person in a
business suit" - LA Life
"We all went home satisfied, entertained and suitably appalled to the
depth of our being" - New Music Express, London -
"I've seen a lot of things in my time. I must see 40 circuses a year, but
this lot...They came on in their street clothes and then...They're beyond
anything I've ever seen. They shocked me" -Gerry Cottle - circus
proprietor - in Sunday Telegraph, London -
"Jim Rose is a cult hero" - Tucker Carlson, CNN -
"Muzzing the line between art and outrage" - Time Out, London
"All of this is not necessarily pretty, but it is wonderful because it
genuinely causes the mind to wonder" - Katherine Dunn, author of "Geek
Love" - LA Times -
"Audience reaction is largely that kind of revolted amusement more
commonly associated with tourists at a bullfight" - Melody Maker,
London -
"Report backstage" . That was the first hint that the incredible,
stupendous Jim Rose show was about to begin" - New York Post -
"Creating the biggest wave of this mania is the Jim Rose show, a
Seattle-based rock styled live act comprised of a half-dozen attractions" -
New York Newsday -
"Lollapalooza's word of mouth hit attractions" - USA Today -
"Hot business suit, Jeans, Jim Rose t-shirt, Reeboks" - Richard
Linklater, director of Slaker for Rolling Stone's "Hot List"-
FINAL THOUGHTS
Be persistent and ride your way to media limelight.
These P.R. techniques will multiply your chances of getting media
coverage amidst fierce competition. Success comes when you
consistently look for ideas or events to tell the media about. Once you
start promoting your business, dont stop. A sustainable public relations
strategy is a long-term endeavor. It can take months to capture the
attention of targeted media. Plus, its important to remind the press about
your business on a regular basis so they dont forget about you.
Use creativity and don't be ashamed to be an opportunist!
ABOUT THE AUTHOR
Jim Rose is the founder of the Jim Rose Circus since 1990. The circus
troupe has toured the world for many years, and appeared in every
medium of the media. Here are some highlights.
TELEVISION: Jim Rose was featured in an episode of The X-Files, the
Season 2 episode Humbug which was set in a community of sideshow
and former sideshow workers.
Homer Simpson runs away and joins the Jim Rose Circus as The Human
Cannonball on an episode of The Simpsons.
The Jim Rose Circus Sideshow video tape (1993 American Recordings)
was re-released in 2003 as a DVD by Moonshine Music.
The Jim Rose Twisted Tour was a seven episode series that debuted
March 2003 on the Travel Channel. It was released in 2006 on DVD,
which includes all 7 episodes.
MOVIE: Jim Rose appeared in the movie "Outing Riley", a film by
HBO's Project Greenlight alumni.
VIDEO GAMES: Jim Rose voiced the character Psymon Stark in the
snowboarding video game SSX Tricky and Sled Storm 2. The reason he
was chosen was because he was best suited for Psymon's psychotic nature
and stunts.
BOOKS: Jim Rose wrote the autobiographical Freak Like Me (Real,
Raw, and Dangerous) (Dell 1995 ISBN #0440507448) He also released
the book Angles in 1999 and Snake Oil (Life's Calculations,
Misdirections, And Manipulations) in 2005.
Rose was written about extensively in several Pearl Jam books and
Marilyn Manson's autobiography 'Long Hard Road Out Of Hell'. The
stories refer to the 1994 'Downward Spiral Tour' with Marilyn Manson
and Nine Inch Nails.
SPOKESPERSON: Rose served as a spokesman for Gordon's Gin in
1996.
In 2008 Rose was hired as spokesperson and performer for Dos Equis in
the Jim Rose: Most Interesting Show In The World U.S tour.
FESTIVALS: Jim Rose was also the top ticket of the Melbourne
(Australia), New Zealand and Edinburgh (Scotland) Fringe and Comedy
Festivals for many years.
Rose has been hired by corporations including Microsoft and regularly
speaks as a consultant for PR firms; in this regard he has been pictured on
the cover of The Wall Street Journal and Fast Company magazine,
and is featured in the marketing book The Deviants Advantage.

He currently lives in Washington state.
Table of Contents
Foreword................................................................................................1
Chapter 1. WHAT IS P.R.?.........................................................................1
1. DEFINITION......................................................................1
2. P.R. ADVANTAGES...........................................................1
3. HISTORY............................................................................2
4. DEVELOPING YOUR P.R. PLAN.....................................3
Chapter 2. BUZZ MARKETING ..............................................................4
1. SO WHAT EXACTLY IS BUZZ?.......................................4
2. HOW DOES BUZZ WORK?..............................................4
3. HOW TO CREATE BUZZ..................................................5
4. THE BUSINESS OF BUZZ................................................5
5. MEDIA BUZZ.....................................................................6
6. INTERNET BUZZ..............................................................6
Chapter 3. THE ART OF SELF-MYTHOLOGY - From Dali to Donald 6
1. SALVADOR DALI..............................................................7
2. DONALD TRUMP.............................................................8
3. USING SELF MYTHOLOGY TO CREATE A BUSINESS
BRAND...................................................................................8
Chapter 4. CREATING NEWS .................................................................9
1. NEWS ANGLES TO PITCH............................................10
2. ADDITIONAL IDEAS TO CAPTURE THE MEDIA .....11
Chapter 5. P. R. OUTREACH..................................................................11
1. VIRTUAL MEDIA ACCESS ...........................................11
2. WRITING AS A PUBLICITY TOOL...............................14
3. CREATE YOUR OWN OPPORTUNITIES......................15
4. BROADCAST MEDIA.....................................................18
5. OTHER PROMOTABLE IDEAS.....................................21
Chapter 6. THE PRESS RELEASE.........................................................22
1. FORMAT ..........................................................................23
2. RELEASE DATE ............................................................23
3. THE HEADLINE .............................................................23
4. THE BODY.......................................................................23
5. STYLE ..............................................................................24
6. FACTS, FIGURES & QUOTES.......................................24
7. PHOTOGRAPHS..............................................................25
8. CONTACT DETAILS .....................................................25
9. DEADLINE.......................................................................25
10. WHEN TO SEND THE PRESS RELEASE ..................25
11. HOW TO DISTRIBUTE YOUR PRESS RELEASE......26
12. FOLLOW UP YOUR PRESS RELEASE ......................28
13. ADDITIONAL TIPS.......................................................28
14. MUSICIANS PRESS RELEASE SAMPLES.................28
15. FINAL NOTES................................................................30
Chapter 7. CREATE A TARGETED MEDIA LIST.................................31
1. TARGET YOUR AUDIENCE .........................................32
2. RESEARCH YOUR PUBLICATION...............................32
3. ORGANIZE YOUR LIST ...............................................33
4. OVERVIEW OF THE MOST ACCESSIBLE AND
EFFECTIVE MEDIA............................................................33
5. WHO DOES WHAT .........................................................34
Chapter 8. INTERVIEW TIPS.................................................................35
1. THE TELEPHONE CALL................................................35
2. HAVE YOUR ANSWERS READY..................................36
3. HAVE INFORMATION AVAILABLE.............................36
4. BREVITY & ACCURACY...............................................36
5. SOUND BITES.................................................................36
6. BE QUOTABLE................................................................36
7. ANECDOTES...................................................................36
8. ON THE RADIO...............................................................36
9. YOUR TELEVISION IMAGE.........................................37
Chapter 9. WAYS TO MAKE THE MEDIA LOVE YOU.......................37
Chapter 10. THE ART OF PUBLICITY STUNTS..................................37
1. A NIGHT AT THE OPERA ..............................................37
2. SHOOT ME.......................................................................39
3. LIGHT MEAL...................................................................40
4. SUPERGLUE DISPUTE..................................................40
5. MONKEY BUSINESS .....................................................40
6. LOST SCORPION............................................................41
7. LOOK ME IN THE EYES................................................41
8. ELSEY THE ELEPHANT................................................41
9. THE TAP DANCING DOG..............................................41
Chapter 11. INSPIRATIONAL HEADLINES.........................................42
About The Author ................................................................................43

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As mentioned before, I'm not a manager, publicist or agent but I will

the under dog story

the unusual or outrageous story

the controversy story

the celebrity story

what's already hot in the media

lifestyles, specialty magazines & journals

internet / World Wide Web

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