GET FREE PUBLICITY EZINE
September 12, 2002
Published by The
George McKenzie, Editor
See the bottom of this newsletter for
Here are the headlines (also known in the news biz as
*** September 11 -- What was your opinion of media coverage?
Give me the good, the bad, and the ugly...I'll post your
comments for other readers to view.
*** Yikes! The tables have been turned...I'm usually the one
interviewing guests on the radio. This time Peter Twist
interviews me. You can listen in (via streaming audio on
the net) and see how I did.
*** The squeaking wheel gets the grease...and those who
pitch persistently get the publicity. See below for a good
example of how you can stay in touch with the media without
being regarded as a "pest"
*** Are you overlooking the obvious? Going global is
glamorous, but when it comes to marketing, there could be an
goldmine right in your backyard.
Just how smart do you have to be?
Do you have to be some kind of PR genius -- or at least a
very good writer -- to create a effective press release?
Do you have to spend hours meticulously working and
reworking your copy so it grabs the attention and interest
of editors, producers and reporters?
Do you need to spend a bundle on a pricey agency which will
distribute your release to thousands of media contacts for
But you do have to know a couple of basics which,
fortunately, are not that hard to learn.
Find out more by visiting
You'll see why you don't need to be a PR whiz with a
boatload of cash to get thousands--maybe even
hundreds of thousands--of dollars worth of free publicity.
Open Mike...or is that Open Mouth?
My friend Peter Twist (author of "Internet Success
Interviews") has created a series of superb 30-minute
recorded "radio" sessions with some of the better known
marketing experts around the internet.
This week, Peter decided he wanted to interview me. I was
flattered, to say the least.
But, it was nerve-wracking. I'm not used answering
questions instead of asking them.
It reminded me what my guests sometimes go through just
before the "on-air" light goes on.
(By the way, if you want some hints on how to cope with
stage fright, check out the Free Article page of our main
website. The url is
Anyway, Peter asked me some excellent questions, like
1. Is there a simple but effective formula for getting
2 What's the biggest mistake people make when trying to
3 How do you know if you have an interesting or 'sellable'
The interview will go "on the air" tomorrow, and remain
available on Peter's site for about a week.
Once again, to listen, go to
All of Peter's radio internet programs are free. Just sign
up for his newsletter. Peter will then email you the
password to listen to that week's show.
You can "tune in" whenever you like because it's streamed
across the Net using Real Player (if you don't have Real
Player, you can go to the Real Audio website and download a
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.
FREE MARKETING EBOOK - "Six Deadly Small Business Marketing
Mistakes (and How to Fix Them!)" by David Frey
Pest? or Just Persistent?
One of the things Peter and I talked about on his
radio show was knowing the difference between being
persistent and being a pest with the media.
The short answer was this: you're never a pest as long as
you have something to offer that reporters, producers, and
editors can use.
Position yourself as a RESOURCE, and your pitches will
always be welcome.
What do I mean by a "resource?"
Read the email below and you'll get it.
It's from an agency that pitches me regularly proposing
guests for my show on KLUP in San Antonio. The writer was
simply staying in touch, saying, "Hey, if you ever have a
guest cancel at the last moment, be sure to call me. I can
set you up on short notice with one of the following
Here's the email:
NEED A LAST MINUTE GUEST?
Call us if you're in a pinch or call us anytime.
We have guests! ! ! !
Here is a list of some of our guest interviews and we also
Women's Health Expert discusses the #1 Reason for cronic
fatigue in women.
THE LOW FAT NO FAT CONSPIRACY
Has Madison Avenue created a health crisis in America?
STAYING WELL IN A TOXIC WORLD
Discusses the pollutants in our air, our water and our food
and how these affect our health.
ARE YOU RUSTING FROM THE INSIDE OUT?
Why most Americans today age faster on the inside than on
the outside. Tips on slowing the aging process down.
SUPER SLIM-DOWN TIPS FOR SUMMER CAMP-OUT COOKING
What does a summer slim down, summer camp-out, and mosquitos
have in common?
COOKING THE BOOKS... UNCLE SAM!
If you think big business is bad, have a look at big
To schedule an interview, please call Sara at The PR Group
(727) 447-4992x205 or email email@example.com.
See what I mean about positioning yourself as a resource?
To quote my friend Joan Stewart, (The Publicity Hound,
http://www.publicityhound.com ) "The five most important
words you can ever say to a reporter are
'How can I help you?'"
Help the folks in the media do their job more easily and
effectively and your efforts will return dividends many
times over in the form of free publicity.
For some hints and how-tos, check out
Mining the Gold in Your Own Backyard
Local promotion of your business can be a powerful traffic-
builder. As I mentioned in the headline above, going global
is glamorous, but you could be overlooking a real goldmine
if you're not promoting your business right where you live.
I was reminded of that recently when Frank Garon of
http://www.internetcashplanet.com introduced me to Sharon
Sharon literally wrote the book on "Geotargeting;" that is,
promoting your local business online.
Sharon used to work as a marketer for the same company that
gave us Mickey and Minnie. She knows her stuff.
I got Sharon's book, "How To Promote Your Local Business On
The Internet," and spent part of last weekend reading it.
Among the key points I learned:
1) Why most small business websites don't have a chance
of making any sales.... and how you can change that
2) Who is most likely to buy from local websites (and
itís not who you think)
3) How ads can be targeted by states, cities, even zip
codes -- where only local eyeballs will see them.
Sharon says that if you're not already sailing along at
high speed with local internet promotion, it could take you
days, weeks, or even months to figure out what to do, how to
do it, and where to list your site so people in your own
neighborhood can find you.
Profits that could be yours will be going in a competitor's
pocket in the meantime.
"How To Promote Your Local Business On The Internet," is
good stuff. Tons of resources, clearly and intelligently
written. Sharon definitely put some thought, time, effort,
and energy into this...it certainly isn't one of
those " made-for-the-internet hurry-up jobs.
Learn more about it by clicking on
Joan Stewart has authored a series of 39 "Special Reports"
that are a "must have" for anyone seeking free publicity
from the media. These reports are single-spaced, at least
five pages long, and go into incredible depth on each
topic. $7.00 each. Learn more by going to
September 11 -- The Good, The Bad, The Ugly
So...how do you think the media performed on the one-year
anniversary of the September 11th attacks?
Too much, too little, just right?
You can help all our subscribers by sharing examples of
"good, bad, and ugly."
You're certainly welcome to sound off about the media
itself--opinions help us all gain new insights into
important matters--but if you do, please keep it short and
keep it clean.
I'm really interested, though, in specific stories about
businesses that got free publicity during the anniversary --
and what you thought about it.
Touching? Or tacky?
Thoughtful remembrances and tribute?
Or tasteless, crass commercialism?
Your responses will help all subscribers make decisions
about what's appropriate -- and what to avoid -- in the
To participate, please email me at
Comments will be posted at
as soon as they start coming in.
AND -- Your opinions/story will be posted ONLY if you
identify yourself. Name and location, please. Email
address is optional.
Success Stories Needed
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
Email your stories directly to me at
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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
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GET FREE PUBLICITY
September 12, 2002
Editor: George McKenzie
Copyright 2002 by George McKenzie
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