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GET FREE PUBLICITY EZINE
September 5, 2002
Published by The
George McKenzie, Editor
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Here are the headlines (also known in the news biz as
"teases"):
*** Trash-talkin'...95% of press releases get little more
than a glance from journalists. Then they sail into the
trash. See why in our "Quick Media Marketing Tip."
*** That said, even a great press release gets ZERO response
sometimes. What's up with that? Our Advanced Media
Marketing article explains.
*** Should you even try to get publicity on-or-around
September 11th? Everyone has an opinion, but does anyone
have answers?
*** A few of our favorite things: Free advice that's worth
a LOT more than you pay for it...
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SPONSOR MESSAGE
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FREE MARKETING EBOOK - "Six Deadly Small Business Marketing
Mistakes (and How to Fix Them!)"
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============================================================
Quick Media Marketing Tip:
============================================================
By George McKenzie
Big city news operations receive hundreds of news releases a
day. Only a small percentage ever get into the hands of a
reporter, producer, or columnist. Even fewer result in
coverage.
Why?
Well, sheer volume is the most obvious cause. To borrow a
theme from a popular bumper sticker/women’s tee shirt:
"So many news releases, so little time."
But actually, there are a number of other reasons, and
they’re just as important:
1) They’re cumbersome to read -- poor formatting, small
print, etc.
2) They’re blatant attempts to promote a person or a
product.
3) The subject isn't newsworthy.
4) They’re not suited to the medium they’re sent to.
5) They’re too long -- journalists are too pressed-for-time
to read them
The majority of news releases that have passed before my
eyes over the years fell into one of the categories above.
I would estimate that only 5-10 percent get more than a
quick glance. A few seconds and that’s it.
I've created a paint-by-the-numbers system for anyone who
wants to eliminate bonehead mistakes like those mentioned
above. It's called The Instant Press Release Toolkit. Go
to http://www.pressreleasetoolkit.com/prtoolkit.htm
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SPONSOR MESSAGE
===========================================================
Joan Stewart has authored a series of 39 "Special Reports"
that are a "must have" for anyone seeking free publicity
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============================================================
Advanced Media Marketing Article:
It's not always your fault when a press release "bombs"
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By George McKenzie
Early in 1991, when I was working for KMOL TV in San
Antonio, I had lined up a feature story about a captivating,
90-year-old gentleman who had literally fought in the
trenches in World War I. Despite a hip replacement, he was
still very active, and participated in a weekly bowling
league for seniors.
I had worked with the assignment editor at KMOL to get a
crew ready to shoot the story around ten o'clock on a
weekday morning.
Dozens of this man’s relatives and bowling buddies showed up
at the center that morning to see us do his story. His name
was Henry.
I got to the site around 9:30. By 10, no crew had arrived.
I went to the snack bar to call the station and find out
what had happened (this was before cell phones).
On the way in, I glanced at the TV behind the bar. I
understood right away what had happened.
The ground war in the Gulf was getting underway.
Anything that wasn't "hard" news was put on hold as the
station devoted all it’s resources to covering the local
impact the war would have on our community.
I had to go back and explain to everyone who came to see us
shoot Henry’s story that we wouldn't be able to do it that
morning. There was a lot of disappointment.
We did eventually get the feature shot and aired, but it was
after the war had ended.
My point is this. Sometimes even great news releases aren't
productive. It has nothing to do with the quality of the
story you're pitching or the release itself.
Then sometimes, even a horrid release can get a response.
It might just be a slow news day, or your story might strike
a personal chord of some kind with the media decision-maker.
Or the subject matter of the release might just be so timely
that it can't be ignored. There’s just no telling some
days.
The important thing is to start working at it. Keep
putting releases in front of the people who make decisions.
They'll start to respond.
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September 11 -- To pitch or not to pitch?
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With the anniversary of the terror attacks coming up next
week, people have been asking, "Would it be appropriate to
send a press release or pitch a story on-or-around that
date?"
That's a good question. Unfortunately, there are no good
answers.
This is an unfamiliar situation for everyone. Even long-
time PR pros and veteran journalists have been debating how
to be "PC" (politically correct) next Wednesday.
Some folks are saying it would be inappropriate if not
downright irreverent to go about business as usual that day.
Others disagree, saying that we should pay proper homage to
the victims and their families, but carry on as we would any
other day. They believe this sends a message to the
attackers: "You haven't defeated us."
My gut feeling: tread cautiously.
If you have a story with genuine news value -- related or
unrelated to September 11 -- go ahead and pitch it, but do
so gently.
I'd be especially careful about pitching anything that looks
even remotely like a product promotion related to the
anniversary.
Again, this is just my opinion, clearly labeled. As I said
above, this is a first for all of us, and no one knows for
sure the "right" way to handle it.
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Our Favorite Things: Recommended Resources
============================================================
Can you judge a book by its cover?
I think so.
When I put the Instant Press Release Toolkit online last
weekend, I got this response immediately from friends
visiting the site:
"Wow! Who did the graphic work for your book covers? They
look great!"
See for yourself at http://www.pressreleasetoolkit.com
Orders started coming in almost immediately after launch
(with the help of Overture pay-per-click) and I believe the
professionally-done appearance of the ebook covers helped
enormously.
Vaughan Davidson is the guy. And he's unbelievably
inexpensive when you consider the quality of his work.
Go to http://www.get-free-publicity.com/kilcovers.html to
learn more.
Also...
My friend Peter Twist (author of Internet Success
Interviews) has created a series of superb 30-minute "radio"
sessions with top marketing experts.
http://www.internetmarketinglounge.com
It's free, and it's good. I recommend that you check it
out.
Sign up for the free newsletter. Peter will then
email you the password to listen to that week's
radio show.
You can "tune in" whenever you like because it's
streamed across the Net using the free Real Player (if you
don't have Real Player, you can go to the Real Audio website
and download a copy.
http://www.real.com/
Warning: The link to the free service isn't easy to find --
but if you look in the upper right corner, just under the
"?" button, you'll see it.
These are some of the other resources that have been most
helpful to us in building on online presence:
Terry Dean's NetBreakthroughs...
http://www.get-free-publicity.com/terrydean.html
"Click" by Tom Antion. EBook. A "gotta-have-it" guide for
Internet marketers.
http://www.get-free-publicity.com/speakershop.html
Internet Marketing Course-Cory Rudl
http://www.get-free-publicity.com/imc.html
"The Amazing Formula"
http://www.get-free-publicity.com/amazing.html
But THE ONE RESOURCE that has made the biggest impact on our
e-business:
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.
http://www.get-free-publicity.com/tip.html
============================================================
Success Stories Needed
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Tell us your success story and get a free one-hour audio
seminar (downloaded from our web site). Plus you could get
additional free publicity if we publish your story in this
ezine.
Email your stories directly to me at
mailto:successstories@get-free-publicity.com.
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.
============================================================
SPONSOR MESSAGE
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Sanders. Sign up at
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Join our affiliate program. Generous revenue sharing.
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FREE ARTICLES FOR YOUR PUBLICATIONS
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We have many articles available for reprint in your
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articles that you see in this ezine. Back issues
can be viewed at
http://www.get-free-publicity.com/backissues.htm
or
http://www.get-free-publicity.com/articlelist.htm
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GET FREE PUBLICITY
EZINE
September 5, 2002
Publisher:
http://www.get-free-publicity.com
Editor: George McKenzie
mailto:george@get-free-publicity.com
Copyright 2002 by George McKenzie
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