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    Top Secrets for Doing Your Own PR
    Top Secrets for Doing Your Own PR
    Top Secrets for Doing Your Own PR
    Ebook121 pages1 hour

    Top Secrets for Doing Your Own PR

    By Gini Graham Scott

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    About this ebook

    This book will help you do PR through promotion, publicity, networking, and social media. Chapters include launching your PR campaign, approaching the press, creating your press materials, using a website or blog, sending press materials to the media, handling follow-up, timing and keeping track of your PR, using e-books, networking at events, using the social media, and assessing your campaign.

    LanguageEnglish
    PublisherGini Graham Scott
    Release dateNov 10, 2009
    ISBN9781452385242
    Top Secrets for Doing Your Own PR
    Author

    Gini Graham Scott

    Gini Graham Scott, Ph.D., CEO of Changemakers Publishing and Writing, is an internationally known writer, speaker, and workshop leader. She has published over 50 books with major publishers on various topics and has written over 3 dozen children's books. Her published children's books include Katy's Bow, Scratches, The Crazy Critters First Visit, and Where's the Avocado? published by Black Rose Writing. She has published 8 children's books through her company Changemakers Kids and is a member of the Society of Children's Book Writers and Illustrators. She does workshops on self-publishing and creativity. She also helps clients write books as a ghostwriter and self-publish or find publishers and agents. Her websites are www.changemakerspublishgandwriting.com and www.ginigrahamscott.com.

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      Book preview

      Top Secrets for Doing Your Own PR - Gini Graham Scott

      Top Secrets for

      Doing Your Own PR

      by Gini Graham Scott, Ph.D.

      Author of a Dozen Books on Work and Professional Development, including Want It, See It, Get It! and Enjoy! 101 Little Ways to Add Fun to Your Work Everyday

      www.ginigrahamscott.com

      Smashwords Edition

      Copyright 2009 Gini Graham Scott, Ph.D.

      Smashwords Edition, License Notes

      This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each person you share it with. If you're reading this book and did not purchase it, or it was not purchased for your use only, then you should return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

      Credit: Cover Photos by... Image 1 - Lunamarina, Fotolia, Image 2 - Pavel Losevsky, Fotolia, Image 3 - DeshaCAM, Fotolia, Image 4 - DeshaCAM, Fotolia

      TABLE OF CONTENTS

      INTRODUCTION

      HOW YOU CAN DO YOUR OWN PR

      MY OWN BACKGROUND AND HOW I HAVE GOTTEN PUBLICITY

      CHAPTER 1: LAUNCHING YOUR PR CAMPAIGN

      CREATING YOUR CAMPAIGN THEME

      DETERMINING YOUR TARGET MARKET

      LINKING YOUR PRODUCT OR SERVICE TO THE DAILY NEWS

      PROMOTING A NICHE PRODUCT OR SERVICE

      USING PROMOTIONAL EVENTS

      Using Celebrities

      Finding Low Cost Venues for Your Events

      USING THE SOCIAL MEDIA

      CHAPTER 2: WAYS TO APPROACH THE PRESS

      USING A PERSONAL AND LOCAL APPROACH

      Deciding on Who Will Contact the Media

      Building from Local to National PR

      Contacting the Local Media

      TIPS FOR GETTING THROUGH TO THE MEDIA

      Using Your Initial Call as a Door Opener

      Getting Past the Receptionist

      Sending an Initial Query by E-Mail

      Using Your Media Contact’s Preferences

      Tying Your Story to the Latest News

      The Power of Buzz and Referrals

      Gaining Interest from Radio and TV Stations.

      CHAPTER 3: CREATING YOUR PRESS MATERIALS

      CREATING A PRESS KIT AND PRESS RELEASE

      Sending Out a Press Release or Query Letter

      WHAT TO INCLUDE IN A PRESS RELEASE

      Headline or Subject Line

      Using a Subhead

      For Immediate Release Introduction

      Writing Your Release Like a News Story

      Contact Information

      The Difference Between a Press Release, Query Letter, and Social Media Posting

      Finding Contacts to Send Your Release or Query Letter

      CREATING A PRESS KIT

      Selecting Items to Use in Your Press Kit

      Types of Presentation Folders to Use

      Sending Your Press Kit by E-Mail

      When to Send Out Your Material

      CHAPTER 4: USING A WEBSITE OR BLOG IN YOUR PR CAMPAIGN

      USING A WEBSITE FOR PROMOTION

      Using Search Engine Optimization and Keywords to Increase Website Traffic

      Using Your City to Target Your Market

      Using Flash on Your Website

      WRITING A BLOG

      Turning Your Blog Into an Article

      Pitching Your Article to the Print Media

      Turning Blogs from Articles to E-Books and POD Books

      Frequency, Length, and Format for a Blog

      CHAPTER 5: SENDING YOUR PRESS MATERIALS TO THE MEDIA

      PR RELEASE AND POSTING SERVICES

      PR DATABASE SERVICES

      DOING YOUR OWN E-MAIL BLAST

      CHAPTER 6: THE IMPORTANCE OF FOLLOW-UP

      MAKING FAVORABLE CONTACTS

      PR RELEASE FOLLOW UPS

      CHAPTER 7: TIMING YOUR PRESS CAMPAIGN

      CHAPTER 8: KEEPING TRACK OF YOUR PR

      WHEN TO EXPECT YOUR STORY TO APPEAR

      TRACKING THE PR YOU SEND AND THE PUBLICITY YOU GET

      CHAPTER 9: GETTING YOUR WORK PUBLISHED

      WRITING ARTICLES FOR PUBLICATION

      Deciding Whether to Offer Articles for Free or Pay

      Using an Article for Promotional Purposes

      Typical Payment for Articles

      Using a PR Release to Offer Your Articles for Publication

      PUBLISHING YOUR ARTICLES ON EZINES

      CHAPTER 10: USING E-BOOKS TO PROMOTE YOUR PRODUCT OR SERVICE

      THE IMPORTANCE OF E-BOOKS

      COPYRIGHT PROTECTION

      MARKETING AND DISTRIBUTING YOUR E-BOOK

      Selling an E-Book in a PDF Format

      Selling Your E-Book through an Online Reader

      PUBLISHING YOUR E-BOOK AS A PRINT-ON DEMAND BOOK

      THE FORMAT FOR AN E-BOOK

      CHARGING FOR E-BOOKS

      WAYS TO PUT YOUR E-BOOK TOGETHER

      PUBLISHING AND DISTRIBUTING YOUR E-BOOK

      FINDING A MAINSTREAM PUBLISHER

      CHAPTER 11: CREATING A PACKAGE OF MATERIALS

      USING AUDIOBOOKS AND VIDEOS

      CREATING A COMBINATION PACKAGE

      CHAPTER 12: NETWORKING EVENTS

      CREATING YOUR OWN NETWORKING EVENTS

      Some Examples of Successful Events

      Organizing Your Own Social Event

      Setting Up a Promotional Workshop or Seminar

      Attending Networking Events

      Being Prepared Anytime

      A Caution on Promoting MLM Products and Services

      Participating in Referral Clubs

      Participating in Entrepreneurial Organizations, Conferences, and Meetings

      Getting Tables at Networking Events and Conferences

      CHAPTER 13: USING THE SOCIAL MEDIA

      The Major Social Media Sites

      The Importance of Building a Relationship

      Posting Your Information on Multiple Sites

      Joining Groups in Your Field

      Combining the Social Media with Other Networking

      CHAPTER 14: WORKING WITH OTHERS IN YOUR PR CAMPAIGN

      DOING JOINT PR WITH OTHER

      USING AND CHOOSING A PR PROFESSIONAL

      Making Your Decision

      Cutting Down Your PR Costs in Working with a Pro

      Getting Quotes and Weighing Alternatives

      Working with PR People Locally or at a Distance

      CHAPTER 15: ASSESSING YOUR PR CAMPAIGN

      THE IMPORTANCE OF TIMING

      BEING READY TO RESPOND AND MAKE NEEDED CHANGES

      KEEPING TRACK OF YOUR PR RESULTS

      Deciding If Your Campaign Is Working or Not

      Ways to Track Your Results

      CHECKING THE TRAFFIC TO YOUR WEBSITE

      THE COSTS OF A PR CAMPAIGN

      Different Types of Arrangements

      The Duration and Costs of a PR Campaign

      DOING A COST BENEFIT ANALYIS

      Factors to Consider

      The Length of Time for the Assessment

      Making Your Decision

      CHAPTER 16: EXPANDING YOUR PR CAMPAIGN

      USING THE PR YOU GET TO GET ADDITIONAL MEDIA EXPOSURE

      CREATING A UNIQUE IDENTITY FOR YOUR COMPANY

      CHAPTER 17: WHEN TO CUT BACK YOUR PR

      PROMOTING THE UNDIFFERENTIATED PRODUCT OR SERVICE

      PROMOTING THE SPECIALIZED PRODUCT OR SERVICE

      OTHER BOOKS BY THE AUTHOR

      AUTHOR CONTACT INFORMATION

      INTRODUCTION

      HOW YOU CAN DO YOUR OWN PR

      DO YOUR OWN PR is based on a series of workshops I have given on how to promote any kind of product or service yourself. This is a way to keep your costs down, rather than hiring a PR firm, which typically charges a $2000-5000 monthly retainer for a campaign which commonly lasts about 3-4 months. If you can afford it, an established PR firm can draw on its connections to get you publicity. But if you don’t have such funds, you can use these techniques to do your own publicity.

      Today you can do your own PR more easily and inexpensively than ever. You can do everything from sending out press releases and query letters to the traditional media to creating a social media campaign to using online organizations like Meetup to build a quick following.

      Publicity is less expensive and more powerful than just placing an ad, because people know you have paid for an ad. So you have more credibility when your publicity campaign generates a news story. Thus, the more you can spread the word through publicity rather than advertising, the more that will help you promote your product or service, though sometimes advertising can open the door to your getting publicity, such as when somebody buys a big ad and that becomes a compelling story, because people respond to that ad in a powerful way. The Apple 1984 ad is a powerful example of this phenomena. The commercial only aired once, but it was picked up by the media and created so much buzz for Apple that there was no need to pay to run it again.

      DO YOUR OWN PR covers the major types of PR you can do on your own. It draws on my experience in doing promotional campaigns for several dozen books, as well as dozens of workshops, seminars, and classes I have attended on public relations and publicity. I also gathered material for this program through teaching a grad school class on PR and marketing at the University of Notre Dame de Namur. And I have had numerous discussions with writers and company owners about what they did that was successful in their own PR campaigns.

      MY OWN BACKGROUND AND HOW I HAVE GOTTEN PUBLICITY

      First, let me introduce myself to show what I have done that qualifies me to write this book about doing your own PR. I’ve been a writer, consultant, speaker, and seminar/workshop leader, mainly doing programs based on my books for the last 30 years. I’ve published over 50 books, and have worked with publishers or on my own in promoting them. In addition, I have published about two dozen games and assisted some game manufacturers in promoting these games. My latest books include: WANT IT, SEE IT,

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