GET FREE PUBLICITY
June 13, 2002
Published by The
George McKenzie, Editor
See the bottom of this newsletter for
This week's headlines (also known in the news biz as
Let's trade links...give me one, I'll give you NINE. How's
that for a deal?
Did you know you can create a holiday of your very own, and
then ride it to a wave of free publicity? Here's how.
If you're fishing for media exposure and no reporters are
biting, try changing the bait. See the advanced media
marketing article below.
The mysterious press release: it's THE NUMBER 1 subject our
readers want to learn more about, based on results from the
survey in our last ezine
And more...but first...
Let's trade links.
You get NINE added to your site in seconds...
We all know that link popularity helps with your search
The more incoming links you've got, the more likely you'll
get a higher ranking.
If you have an appropriate website and you'd like to trade
links, please email us at
Please include the link and up to 50 words of description.
Now here comes the part you'll like.
Since we have multiple sites, you'll immediately get
9 incoming links.
Place any or all the following links on your site, and we'll
put any or all of your sites on each one of ours. No adult
Here's some suggested copy for you link to our sites:
Learn how to get free publicity more believable, powerful,
productive and profitable than any advertising you can buy
at any price
(follow with link)
If you just want to place the link without copy, that's fine
Quick Media Marketing Tip:
Declare your own holiday
July Fourth is just a few weeks away, and as I've said
before, big holidays give you a great opportunity to
'piggyback' and get some free publicity for yourself or your
BUT...even if you miss your chance to 'light a firecracker'
under the media on-or-around Independence Day, you can
always create a holiday of your own.
You probably think I'm kidding, but I'm not.
You can actually apply to name your own holiday, then build
a media marketing campaign around it.
To learn how to do it, click on
For more information about 'piggybacking' on holidays,
anniversaries, etc, check out Joan Stewart's excellent
Special Report #14: How to Piggyback Story Ideas
onto Holidays and Anniversaries at
SPONSOR MESSAGE .
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Advanced Media Marketing Article
IT'S ENOUGH TO DRIVE YOU TO DRINK!
Guest Article by Michael HArt
Reprinted from his Ezine, 'Publicity Prospecting'
One of my favorite things in life is starting and building
Many times I have been hired to help 'roll out' these new
ventures. Other times I have done it for my personal
portfolio. As I have reported here I have just started
another company called Life Saver Pool Fence.
As in the past my primary goal when starting a new firm is
to get as much media attention as possible. An issue or two
ago I told you about the PR campaign I created to promote
Life Saver. I have managed to get numerous radio and print
interviews and even some local television to help me launch
my fledgling new business.
One television station however eluded me, the local ABC
affiliate. I sent several press releases (really good ones
too!) Made the phone calls, even put my friendship with
their hotshot reporter on the line. (I took him to lunch,
AND PAID. Offered to give him some juicy, and substantiated,
dirt on a local politician who is running a statewide
campaign. And finally assured him my four year old would
'foul' his pool water next time we visited his home) Nothing
worked. I was told that although the story was good, it
simply was not 'good timing'.
OH WELL, THAT WAS ALL I KNEW TO DO
This new business is going well. So well in fact that this
past week we had to move to larger office space. It was this
past Tuesday that while moving furniture in, dressed in
jeans, and unshaven, that my cell phone rang, it was my
'Hey Michael what's up?' 'Not much you?' 'I have a favor to
ask. One that will get you some free publicity.' My friend
then went on to explain that another reporter was doing a
story on the legalities of a child accidentally drowning in
a neighboring pool. (I had been pitching pool safety and
anti-drowning techniques, not legal issues)
This reporter needed a quote from an authority for a story
she working for that very evening. I told him sure when does
she want to do this? (I figured I could run home and shower
and change) He said she can be there in about 12
She was there is 12 minutes and I was interviewed, whiskers
and all for that evenings broadcast. I was on air for over 3
minutes on the 6pm and 10pm news. My company was named and
featured. New product innovations mentioned, and I was
presented as the local authority.
There are several lessons to be learned here.
One, always shave. You never know when the media may drop by
for a visit.
Two, media people live in a different world then normal
folks. While this interview was very short notice for me, it
was the norm for them, BE PREPARED. And three, sell to them.
Or as my good friend George McKenzie told me two days before
'Find a different hook'. (I had contacted George out
of frustration on this issue. He advised me that my angle
must be wrong for THIS PARTICULAR station. George went on to
explain I needed to change my approach. Although I did not
have the time to act on his advice, the station offered me a
new angle, he was right! You can learn more about his ideas
The point is simple enough. The media folks have their own
agenda. You might disagree, but it's their ball. This
station thought the legal issues of drowning were of more
interest than preventing these tragedies, at least at
this time. Moreover all because other 'outlets' bought the
prevention hook, this bunch wanted something different than
the normal summertime lead-in.
So here are some thoughts to ponder . . . Never stop
pitching these folks, they do want to help you if they feel
you can help them. Stay in contact.
Change your approach when it is apparent what you are doing
Allow them the luxury of having a different opinion. And
most importantly understand them have a job to do and to
keep. Help them do both. Become an advocate for them and the
incredible work they do. Help them create stories that will
sell and 'air well'. In other words if your want media
attention for your business learn to 'partner-up'. Or as
Jerry McGuire would say, help them, help you!
Oh and one last thing, don't threaten to have your kid foul
their pool. Trust me it does not work
© 2002 Michael P. Hart & Company
Reprinted with permission
More Articles About Getting Free Publicity
Here are three more articles you'll find helpful.
You can have a copy of any or all of these articles by
clicking on the link that appears beneath it. A BLANK email
form will appear. Just click send. You do NOT need to fill
in anything on the form.
All News, Like All Politics, Is Local
by George McKenzie
Low Tech, High Performance--Don't Miss Free and Easy
Opportunities To Generate More Traffic Through Talk Radio
by George McKenzie
How to Get Reporters to Trust You
by George McKenzie
To see a list of often-overlooked reasons to distribute a
news release, go to our website at
Results from our subscriber poll
Thanks again to everyone who participated in the readers
poll in our last ezine. Once again, apologies for the
Here's how you voted:
30% An ebooklet: a press release template, featuring a
fill- in-the-blanks, step-by-step guide, explaining what
should be included in each element and offering samples of
good and bad.
16% An ebook on how to write an effective press release,
including critiques of actual releases: what's good about
them and what isn't.
14% Success stories: stories about people and businesses
who have gotten free advertising and publicity from the
media, including analysis of the journalistic principles
that helped them win attention.
13% An ebook on general public relations principles and
strategies for small businesses. This ebook would be geared
to those with little or no knowledge of public relations.
9% Studies of 5-10 different businesses and/or
industries, suggesting story ideas and angles they might use
to approach the media.
The remaining votes were about evenly split.
Watch for a series of resources on press releases and
success stories to be coming your way in upcoming weeks and
SPONSOR MESSAGE from Marlon Sanders
Get a free weekly marketing tip directly from Marlon
Sanders. Sign up at
Share Your Success Story--And Get A Reward!
If you--or someone you know--has succeeded in getting TV,
radio, or print exposure, I'd like to share that story with
In return, you'll get to download one of our audio seminars
as a reward.
Everyone who contributes a bona fide story will have access
to their choice of one the following audio seminars--whether
we publish the story in this ezine or not.
***How To Get Free Publicity On TV
with former TV assignment editor and news executive Frank
90 minute interview.
***How To Promote Yourself To Huge Audiences On Radio During
Drive Time, with veteran drive time radio host Sonny
45 Minute Interview
***How To Promote Yourself On News/Talk Radio
with Pat Rodgers (Pat has more than 35 years experience as a
45 minute interview
***How To Promote Yourself In Newspapers And Magazines
with former newspaper editor Joan 'The Publicity Hound'
60 minute interview.
e-mail your stories directly to me at
In your e-mail, be sure to tell me which interview you'd
like to download (using Windows Media Player)
In doing so you grant permission for your story to be used
in an upcoming edition of this ezine or in a free ebook to
be offered to readers upon compilation.
You'll receive an e-mail telling you how to download your
choice within 24 hours after you send in your story.
FREE MARKETING EBOOK - 'Six Deadly Small Business Marketing
Mistakes (and How to Fix Them!)'
These are some of the resources that have been most helpful
to us in building on online presence:
Terry Dean's NetBreakthroughs...
Tom Antion's 'Speaker Shop.' Dozens of resources for anyone
who wants to learn to present themselves better before an
audience -- whether that audience is one person or millions.
Sign up for Tom's Ezine, 'Great Speaking' at
Internet Marketing Course-Cory Rudl
Marlon Sanders 'Amazing Formula'
But THE ONE RESOURCE that has made the biggest impact on our
A shopping cart and automation system so simple even I
figured out how to do it. Autoresponders, client database,
coupon and ad tracking, this system has everything. If
you're serious about doing business on the net, DEFINITELY
check this program out.
FREE ARTICLES FOR YOUR PUBLICATIONS
We have many articles available for reprint in your
publication, company newsletter, etc. You may use
articles that you see in this ezine. Back issues
can be viewed at
GET FREE PUBLICITY
June 13, 2002
Editor: George McKenzie
Copyright 2002 by George McKenzie
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