UNLEASHING THE POWER OF PUBLICITYReady To Become A Celebrity?

2 KEYS TO ANY BUSINESS

• Traffic

• Getting new leads

• Conversions

• Turning those leads into buyers

PUBLICITY + TRAFFIC

• Kinda obvious, right ?

PUBLICITY + CONVERSIONS

• Authority

• Credibility

• Halo Effect

• Third Party Testimonial

TESTIMONIALS

• Provides an ‘objective’ opinion

• Saves prospect on ‘due diligence’

• Social proof

• If someone else says it, it must be true!

TYPES OF TESTIMONIALS

• Customer

• most common + often faked

• Celebrities

• more a paid endorsement

• Experts

• more believable, as their reputation is on the line.

• Media + Organisations

• the ULTIMATE testimonial

THE MEDIA ENDORSEMENT

• The HALO Effect

• Can’t be faked or bought ***

• Instant ‘Expert’ Status

TWO TYPES OF PUBLICITY

• Providing the content

• Being the content

PROVIDING THE CONTENT

• Magazines NEED content to sell their magazines

• articles

• features

• commentary

PITCHING YOUR CONTENT

• The media need content that interest their audience... PERIOD.

• If you can prove your content appeals to that niche/audience you’re a shoe in...

• Blog Posts - comments show interest, relevance + social proof

• Twitter Followers - shows authority

• Facebook Fans - shows authority

• Awards - shows credibility

THE RESULTS

• More Leads, Enquiries + Prospects

• Increased Conversions

• the prospect has been preconditioned

• media endorsement provides ‘instant’ trust + credibility

• magazines readers, already spend $$ in that niche

BEING THE CONTENT

• Free advertising

• Non-interruption

• Halo Effect (not an advertiser)

THE PRESS RELEASE

• Is a sales letter, pitching YOU as an interview/story

• Have to ‘see’ the end story first.

• What’s in it for the media’s audience ?

PRESS RELEASE PURPOSE

• You DO NOT want the release printed word for word

• The purpose of the press release is to get you an interview

• A press release is a sales letter “selling” you

PRESS RELEASE HOOKS

• You need a strong HOOK to focus your press release on.

• Survey your customers

• Popular blog posts

• Yahoo Answers

• Google Alerts

• Follow the general media.

PRESS RELEASE FORMAT

• Headline

• Intro Paragraph

• Quotes / Substance

• Credentials

• Call To Action

DISTRIBUTION

• Email or fax directly

• Distribution services

• AAP Media Net

• SeekingMedia.com.au

• Get2press.com.au

• PR Web

RATHER THE JOURNOS COME TO YOU?

• Get 2-3 emails per day, listing specific media queries from journos across the globe, looking for experts to interview + quote.

• Help A Reporter Out (Global)

• Reporter Connections (Global)

• SourceBottle (Aust)

20) Summary: Guide to Growing Your Own Fruits and Berries !Category: General !Email: query-boz@helpareporter.com !Media Outlet: Publishing !Deadline: 07:00 PM EST - 27 May !Query:I'm seeking an expert in growing fruits and berries for help witha project. This person should have personal experience withgrowing their own fruits and helpful tips for those just startingout.

22) Summary: Looking for books, gadgets, supplies and information to help maximize a home veggie garden !Name: Melissa Newby (Examiner.com)

Category: General !Email: query-bqs@helpareporter.com !Media Outlet: Examiner.com !Deadline: 02:00 PM EST - 27 May !Query:I'm looking for ideas to help families get the most from theirhome veggie garden. Looking for books or magazines withgardening pointers and tips on how to get started, what plants togrow, and how to get the most from a small space. I would alsolove ideas for gadgets and supplies that make gardening easier,like raised beds, container gardens, composters, soaker hoses,etc. I want to gather information for both the beginner gardenerand a more seasoned veggie grower on how to get the most producefrom a back yard garden. If you are a gardening expert and arewilling to be interviewed, please also contact me. Thanks!

24) Summary: Meeting Planner Catastrophes !Name: Jennifer LeClaire (Boston Business Journal)

Category: General !Email: query-bt5@helpareporter.com !Media Outlet: Boston Business Journal !Deadline: 07:00 PM EST - 27 May !Query:I am writing an article about meeting/event planners who hope forthe best but suddenly are faced with the worst -- meeting andevent planning catastrophes. I am looking for meeting and eventplanners wiling to share their stories. How did you cope? How didyou respond? How did you recover? And more. Need Boston areassources.

17) Summary: Photo industry and photo-related news and stories !Name: Laurence Chen (American Photo Magazine)

Category: General !Email: query-ay7@helpareporter.com !Media Outlet: American Photo Magazine !Deadline: 07:00 PM EST - 26 May !Query:American Photo publishes every other month and therefore seeksstories and ideas about longer-term trends and issues thatinfluence the practice and/or business of photography. News andstory ideas must have lasting depth and interest that are notbetter served by blogs, etc. Striking the right balance is thekey. Story ideas and news about fine art photography, commercialphotography, editorial, architectural, fashion, sports, etc. andrelated business, education, or technology developments arewelcome.

HOT SEAT