GET FREE PUBLICITY EZINE
June 27, 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
***Press Release "Critique of the Week" makes its
debut. This feature will evaluate real press releases
measured for style and substance.
***Not such a good thing...whether she's innocent or guilty
of insider trading, Martha Stewart's "Goddess of Good
Things" image is undergoing a meltdown. A panel of PR
experts says Martha could be doing a better job of keeping
the heat off.
***"Like birds on a wire..." Understand this important trait
about the media and your pursuit of free publicity will take
***Are you "wired for sound -- and sight?" You can thump
the competition (in addition to "thumping the tub") by
offering the media sample audio or video clips on your
Quick Media Marketing Tip
Getting the electronic media's attention with a well written
news release is the first step. But if you're not already a
"known commodity," they'll want to know if you're a "good
Airtime is valuable, and if you can't fill it with
interesting information and a lively, enthusiastic
presentation (see article below), they won't want you.
You can relieve a reporter or producer's anxiety by
offering clips from previous radio or TV interviews on your
website. Same goes for news stories/features about you that
have aired on radio or TV.
It sounds intimidating, but you don't have to be a
technogeek or a sound engineer to pull it off (I'm neither,
to see what I've done with our website).
Of course, make sure you have the station's permission to do
it. They're generally happy to allow it.
All you need is a tape recorder, a computer with a sound
card that includes a "line in" or microphone input jack, and
a sound encoder program. I use Windows Media Encoder, which
is available free at
For more on how to "wire your website" and even produce your
own audio electronic products, check out Tom Antion's
teleseminar on creating your own products quickly and
And for more quick but powerful media marketing tips, get
our "Going Public" Fast Track audio cassette.
It's a full hour of bits and bites with veteran broadcasters
and editors who give you the "scoop" on how to get free
publicity that's more believable, powerful, productive, and
profitable than any advertising you can buy at any price.
RADIO PUBLICITY TELESEMINAR
Joan Stewart, a/k/a "The Publicity Hound" will be offering
a teleseminar in July with yours truly as guest expert.
The topic: how to get free publicity on drive time radio.
Tentative date is July 12th at 1:00 PM Eastern. I'll tell
you more about it in the next ezine.
ADVICE FOR MARTHA
If you were Martha Stewart, what would you do about the
"insider trading" suspicions swirling around you?
A panel of crisis-management consultants and corporate image
experts offered some advice in the June 25 edition of USA
For a recap, go to
Thanks to Joan Stewart for spotting this item and printing
it in her excellent newsletter. To subscribe, go to
Get a free weekly marketing tip directly from Marlon
Sanders. Sign up at
Advanced Media Marketing Article:
The Snowball Effect
Okay, so you've tried some of the tecniques we've suggested
in this newsletter and WOW! Something clicked. You landed
your first radio interview on a local station or a reporter
from a nearby newspaper has called.
You might be so excited about this initial success that you
forget the SECOND most important thing you can do to turn
this event into dollars.
The end of the interview is just the beginning of your
During my sportscasting days, I read a quote by baseball
Hall of Famer Reggie Jackson. He said,
"The media are like birds on a wire. When one flies, they
In other words, once you attract attention, other folks in
the media automatically become interested. There's a little
bit of a "herd mentality."
Here are just a few tips for extending or "proliferating"
your media successes WAY beyond the radio station or
newspaper that first features you.
Ask the host or producer if they know of others in the media
who might be interested in your story. With mass
consolidation going on, many media outlets are now part of
huge chains or conglomerates, and you may be able to get
referrals to people in the same company who produce shows in
Make sure you arrange to get a tape of the show. Offer the
tape to print reporters in your area.
Post segments of the interview on your website (see Quick
Media Marketing Tip, above). Again, make sure you have
permission from the station.
If you already have some media contacts, be sure to let them
know about your appearance before the interview, and offer
to send them a tape afterward.
Copy the story and put it on your website. Notify other
publications who might be interested, including radio and
Send a thank you note to the reporter who wrote the story,
and in an oh-by-the-way fashion, suggest other topics of
similar interest. Think of yourself as a resource, and do
anything you can to make the reporter think of you that way
Get reprints of the interview/story and distribute them. If
you're not sure how to go about this, see Joan Stewart's
Special Report #13 "How to Recycle Your Publicity" at
Joan also explains in detail how to use the reprints to
You can get spread the word in ways that are not related to
the mass media. For instance:
Send an email or a postcard to your business contacts
letting them know where-and-when your media "event" takes
If you belong to any newsgroups, be sure to let other
members know about it, and offer a link to the story or
recording if possible.
Put some brief info in the signature file of your email
program, and again, offer a direct link if possible.
Do these things and you'll "get the snowball rolling
downhill" as your media successes gather momentum and the
free publicity piles up.
These are just a few of the possibilities...for more
depth and details, see Joan Stewart's Special Report #13,
Tom Antion's Teleseminar with Former L. A. Radio Talk Show
Host Joel Roberts: "Kick The Ears Off Your Audience: How To
Be Great On Radio." Available through Tom's "Speaker Shop"
Press Release Critique of the Week
Our reader survey last month revealed (in a big way) that
subscribers want to know more about how to write an
effective, attention-getting, productive news release.
So in this issue, a new feature makes its debut: the Press
Release "Critique of the Week."
In every issue, we'll offer you a lengthy evaluation of a
genuine news release that was recently sent to a working
We'll look at it the ways a media decision maker would,
using the following criteria (among others):
The Instant Eyeball Test: What's the overall "look" of the
release? You'd be amazed at how important this is.
The Headline Test: Does it make the reader want to keep
going to find out more about the story?
The Newsworthiness Test: Does it legitimately offer
information people would want to know about?
Each "Critique of the Week" will be posted to an Academy
website (we have several).
For this week's critique, go to:
Tell us your success story and get a free one-hour audio
seminar (downloaded from our website). Plus you could get
additional free publicity if we publish your story in this
Email your stories directly to me at
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 email offering you a choice of audio
seminars within 24 hours after you send in your story.
Do the work once, get paid again and again and again...
My friend Tom Antion says he loves doing business on the
"In the traditional work model," Tom says, "you do the work,
then you get paid. You do the work, then you get paid. You
do the work, then you get paid."
On the internet, you do the work once. Then you get paid,
and you get paid, and you get paid, and you get paid.
That's why you should sign up for our affiliate program,
even if you don't market products or sell on the internet.
Once you sign up, all you have to do is RECOMMEND our
website to your friends, associates, or customers. If they
click through your link, and then buy one of our products,
you get a minimum 40% commission.
And this is not a one shot deal. EVERY time they buy from
us, even if it's years from now, you'll get a check shortly
after the first of the next month.
Don't worry, we won't spam them or bombard them endless
sales letters. They don't even have to subscribe to our
All it takes is one click-through. One time.
For more information, go to
FREE MARKETING EBOOK - "Six Deadly Small Business Marketing
Mistakes (and How to Fix Them!)"
6. Recommended Resources
These are some of the resources that have been most helpful
to us in building on online presence:
Terry Dean's NetBreakthroughs...
"Click" by Tom Antion. EBook. A "gotta-have-it" guide for
Internet Marketing Course-Cory Rudl
"The Amazing Formula"
Postmaster General-the listserver we use:
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 27, 2002
Editor: George McKenzie
Copyright 2002 by George McKenzie
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