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In this issue:
***Want to know how to shoot yourself in the foot with a
very large gun? Follow the example of the PR person who
called me this week trying to pitch a guest for my radio
***"This little piggy went to...the media market..."
Piggybacking and other "inside stuff" you can use to
let the media build traffic and credibility for you--free!
***Did you know you can create your own official holiday--
and then exploit it to get free publicity from the media?
See our "Sound Advice" section below, which also includes a
link to a terrific article by Kelle Campbell on seasonal
ideas you can use to spread the word about yourself, your
business, or your website.
***Most people waste 85 cents of every marketing dollar.
Here's a way to minimize your losses.
***"Big Deal" for this issue: Save a bundle on this special
***Links to three more great articles that will help you get
media attention, generate more traffic, and make money...
***Our list of favorites resources...
Quick Media Marketing Tip
Get a large cannon...
Aim it at your foot...
Since I do a radio show in San Antonio, I often get calls
from PR agencies pitching me on having a client as a guest.
I got one a few days days ago which started out something
"Hi George this is ____________________. The (industry)
convention is in San Antonio this week, and one of my
clients just put a new product on the market that you might
want to feature on your program.
"There's nothing like it in the (industry)," the caller
He finished by asking me to call him back so that he could
tell me more about it.
This kind of approach rarely gets results because there's
not a single mention of how my listeners could benefit from
this new product, or why they'd even be interested in
hearing about it.
So, if you want to get the media's attention, talk to them
in terms of their viewers, listeners, and readers.
Why would they LIKE to know about it, or why do they NEED to
know about it?
Answer that question, and you have the key to getting print
space or air time.
Otherwise, you're just shooting yourself in the foot with a
very large cannon...
I go into considerably more depth on this topic in Chapter
One of my ebook, "Going Public: 10 Ways To Use The Mass
Media For Free Advertising, Internet Marketing And Website
Promotion," an ebook by George McKenzie. For more
Other resources on similar topics:
Joan Stewart has authored a series of 37 "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.
Learn more by going to
You can also sign up for Joan's information-packed
newsletter by going to her website at
Also see Jeffrey Mayer's "Elevator Speech," which will help
you prepare a quick, clear, concise and COMPELLING
description of your product or service.
Advanced Media Marketing Article
To Get Free Publicity In The Media, Remember That
All News, Like All Politics, Is Local
By George McKenzie
To get a plain text copy of this article, send a blank email
How do you identify newsworthy stories where you work or
Especially newsworthy stories about yourself or your company
that you can pitch to the media in the hope of getting some
By remembering a semi-famous quote from the late Speaker Of
The House Of Representatives, Tip O’Neill.
"All politics is local."
In a sense, all news is local because even global issues
have a local impact.
Here are some powerful strategies for spotting opportunities
when they present themselves.
"Piggybacking" simply means putting a fresh or different
twist on something that's already in the news. You might
have you seen a story on the Today Show that reflects
something that's happening in your industry. Call the
station that airs the Today Show and offer a "local angle."
They'll probably interview you as part of the story.
You can piggyback on news items, trends, holidays, or
community events - the possibilities never end.
Trends and new ideas and technologies make for good stories.
When my wife and I opened the first South Texas Subway
Sandwich Shop inside a convenience store, we got a front-
page write-up in The San Antonio Business Journal. It
included a color picture of us standing in front of our
location. Buying an equal amount of ad space would have cost
about eight thousand dollars.
If you’re part of a large company or organization
(university, non-profit, etc) and you’ve got a lot of people
who are qualified to comment on a wide variety of topics,
create and distribute a directory. It can be elaborate or
simple - as long as your media contacts can find a suitable
expert quickly. Include names, titles, and contact numbers
(day and evening) and post your list on your web site.
Polls, surveys, tip sheets, and quizzes make great fillers.
Your data doesn’t need to scientific or statistically
significant, just interesting. Unique contests, such as
Thrifty Rent-a-Car’s annual Honeymoon Disasters Contest, can
generate tons of coverage.
The media love controversy and (despite frequent accusations
to the contrary) most go out of their way to present both
sides of a story. If you can offer a contrarian point of
view --and you can explain your case--reporters will often
give you an opportunity
You can get the media’s attention to publicize upcoming
events: classes, open houses, free demonstrations, visits by
celebrities. Publicity before the event helps spark interest
and boost attendance.
Human-interest stories are everywhere, including your
business. Think about people in your company, group, or
organization. Does someone have an intriguing hobby? Pitch
their story to the local media.
Even the weather and climate can give you a hook for free
publicity. Homebuilders and remodelers can offer tips about
saving energy. Doctors can suggest tips avoiding colds and
flu during the winter.
TV stations and cable channels, radio stations, newspapers,
magazines, trade publications, and newsletters - both print
and electronic - have huge amounts of time and space to
There are more opportunities than ever, and competition is
fierce for advertising dollars, viewers and subscribers. The
secret to success knowing exactly what they’re looking for -
and giving it to them with a local twist.
Other Suggested Resources on this topic:
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"
Joan Stewart's Special Reports
New Subscriber "OTO" Special Offer
"OTO" is broadcasting lingo for "One time only." In other
words, it's an advertising offer that runs once, and that's
it. This one is available to new subscribers for 72 hours.
90 minute audio interview with former TV
reporter/assignment/executive Frank Guerra
How To Get Free Publicity On TV...ONLY $14.95 (regularly
$29.95) on audio cassette or CD--plus $1.95 shipping..OR
$9.95 if you want to do an audio download
ABSOLUTELY EXPIRES 72 hours from the time this email reaches
SOUND ADVICE - Seasonal Ideas and
How To Declare Your Own Holiday
by Kelle Campbell
Holidays and special observances give you a hook to get the
media's attention. For a plain text copy of Kelle's
article, reprinted from her newsletter, send a blank email
But, you say none of the holidays really suit your needs?
Then make one up.
Did you know you can declare your own holiday? Veteran DJ
Sonny Melendrez explains how in this clip excerpted from my
six-hour audio seminar.
You'll need Windows Media PLayer to listen, and you can
download a free copy at
. ALL STAR ARTICLES-Links To Some Of The Best
Marketing Articles On The Net
Here are some of the top marketing articles that have
appeared recently in other ezines.
To obtain a plain text copy of one of the following
articles, send a blank email to the address listed.
Internet Marketing for Local Small Businesses
by David Frey
Media Tactics: Getting Your Ads Where They Need To Go
by Kahlia Hannah
Quest For Press: NEWS RELEASE Q & A
by Meredith Pond
You can find many other articles are posted on our website
Do Yourself A Favor...
Opinion from George McKenzie, Editor/Publisher
Topic: "Only 15 % of my marketing works..."
My friend Scott Gross, a professional speaker who made his
reputation talking about Positively Outrageous Service, says
in one of his presentations:
"Only about 15 percent of my marketing works. The trick
is, figuring out which 15 percent."
In other words, if you're paying for advertising and Scott's
formula is valid, you might be wasting 85 cents out of every
I'm not here to bash paid advertising. But if I'm going to
spend cash, I want to get the most possible bang for those
That's why I'm so sold on Terry Dean's NetBreakthroughs
program. And why I strongly recommend that you sign up for
Terry offers you an incredible array of tools for figuring
out what works and what doesn't.
Are you thinking about pay-per-click advertising? Terry's
done it, and he tells you, down to the dollar, how much it
cost, and how much he made (or lost) in the process.
He shares his experience with you in detailed case studies.
There are also online videos, consulting chat rooms, and
audio interviews with marketing experts. It's one heckuva
package for anyone who's doing any kind of marketing on the
I subscribed to Netbreakthroughs three months ago, and it's
worth WAY more than you pay for it. And what you pay for it
isn't a lot.
So do yourself a favor and...
check out NetBreakthroughs...
Get a free weekly marketing tip directly from Marlon
Sanders. Sign up at
6. Recommended Resources
These are some of the resources that have been most helpful
to us in building on online presence:
"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.
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 bonafide 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 Yorself 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.
Email your stories directly to me at
In your email, 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 email telling you how to download your
choice within 24 hours after you send in your story.
Story currently circulating on the internet...offered
Subject: good journalism
Two boys are playing hockey on a frozen pond in a Chicago
park when one of the boys is suddenly attacked by a crazed
Thinking quickly, the other boy takes his hockey stick,
shoves it under the dog's collar, twists it, and breaks the
dog's neck, saving his friend.
A reporter is strolling by, sees the incident, and rushes
over to interview the boy. "Young Bears Fan Saves Friend
From Vicious Animal," he starts writing in his notebook.
"But I'm not a Bears fan," the little hero replies.
"Sorry, since we're in Chicago, I just assumed you were,"
says the reporter and he starts writing again. "Cub Fan
Rescues Friend From Horrific Attack" he writes in his
"I'm not a Cub fan either," the boy says.
"Oh, I assumed everyone in Chicago was either for the Bears
or the Cubs.
What team do you root for?" the reporter asks.
"I'm a Packers fan," the boy replies.
The reporter starts a new sheet in his notebook and writes:
"Little (Expletive Deleted) From Wisconsin Kills Beloved
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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
Master interviewer Ken McCarthy managed to track down
Jonathan Mizel, publisher of the Online Marketing Letter,
for a no- holds barred interview on his most powerful new
Jonathan is the marketing genius responsible for
generating millions of dollars in online sales for
companies like Microsoft, Intel, American Express,
This one hour conversation was professionally recorded
and is titled Anatomy of An Internet Marketing Roll Out.
It reveals Jonathan's propriety 10-step formula for taking
virtually any online marketing promotion, and turning it
into a blockbuster with absolutely no risk.
For complete details, please take a moment to visit:
GET FREE PUBLICITY
Vol. 2 Number 3 - February 7, 2002
Editor: George McKenzie
Copyright 2002 by George McKenzie
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