Example of Great Viral Marketing Campaign

Today is one of those days when I need a laugh and I found it in my in-box: A video from a great viral marketing campaign from ... wait, watch the video to uncover the marketer's agenda: http://bewareofthedoghouse.com/videoPage.aspx

The fact that somebody sent this link to me and that I'm posting it here tells you that this campaign will get the desired exposure for its sponsor. The best viral campaigns evoke emotion and show creativity. This one does both -- which is why we'll all be passing it along to our female friends.

(Learn more about viral marketing in the September 2007 issue of Build Book Buzz.)

One of the keys to ongoing publicity success is your ability to be opportunistic. There are two great local media exposure opportunities jumping off the front page of most daily newspapers today.

The first is the arrest of Illinois Governor Rod Blagojevich on corruption charges -- clearly, another case of a powerful person who believes the rules don't apply to him.

The Daily Show With Jon StewartM - Th 11p / 10c

Rod Blagojevich Is a Jagoff

Barack Obama Interview
John McCain Interview

Sarah Palin Video
Funny Election Video

Local media outlets will be looking for the local angle to this story and will need both local and national expert sources for their coverage. Contact your local media now if you're an ethicist, politician, futurist, a "watchdog," or just plain paranoid about politicians.

The other opportunity comes from news that cancer is expected to overtake heart disease as the world's top killer by 2010. Are you an oncologist, cardiologist, affiliated with the local office of the American Cancer Society, health care provider, hospice worker, author of a book on a related topic, or have some other type of connection to this news? Make something happen with your local media outlets today before this disappears from the front page.

Publicity Begets Publicity

Cutie pie Alec Greven was on "The Today Show" this morning talking about his popular new book, How to Talk to Girls. How does a 9-year-old get a book deal? The same way I got my first book contract -- through publicity.

Publicity begets publicity and when it begets the right kind of high-profile, major-media exposure, it captures the attention of literary agents and book editors.

This charmer wrote his book as a classroom assignment. His teacher showed it to the principal, who offered it for sale at the school book fair, where it quickly became a best seller. This captured local media attention...which caught the eye of producers at the Ellen DeGeneres show...she had him on the show and introduced him to his publisher...and, well, the boy and his book are a hit.

There's a lesson in here for all of us and it's not "suck up to your teacher so she'll help turn your report into a best-selling book." The lesson is that if you want national exposure -- regardless of what you're publicizing -- don't look down your nose at local media outlets. You can leverage your local exposure to get media hits on a national level. And, doing your interviews locally first helps you get practice and finetune your pitch and messages before you go after media outlets with larger audiences.

Especially if you're a 4th grader.

My Favorite Project: Bailey's Book

Just two days after Bailey Goodman died with four friends in a tragic car accident on June 26, 2007, her parents had to select an organization to receive charitable contributions made in Bailey's memory. They didn't hesitate even a moment before responding, "The asset program."

They were referring to the Fairport, N.Y. school district's developmental assets initiative, a program that promotes healthy children, youths and communities. In some districts, it's referred to as a character-building program. Bailey was active in the district's initiative while in school and felt it had done a lot to prepare her for the challenges of young adulthood.

Months later, the program's administrator assembled a committee of Bailey's friends and family to decide how to spend the money contributed in Bailey's honor. Our brainstorming sessions led to Bailey's Book: A Community Celebrates Its Assets, a book with content generated by district students and the community. Students in all grades are now writing essays and drawing pictures for consideration by the committee, which will publish the book in 2009. All contributions must be based on one of the district's 40 developmental assets.

Content can come from anyone, anywhere, so we hope you'll consider reading the submission guidelines and offering an essay, photo, or drawing for consideration. Please consider making a financial contribution to offset publishing costs, too. We are incredibly fortunate to have the book publishing pros at Windor Media Enterprises guiding us through the process pro bono, but we do need additional funds for the printing expenses.

It's a good time of the year to be thinking about contributions that will help others. Please also consider contributions made in memory of the four other "Fairport angels" we lost that day -- Hannah Congdon, Meredith McClure, Sara Monnat and Katie Shirley. You can find links to their designated charities here.

We are looking forward to creating a book that Bailey's parents, Mike and Sharon, and her beloved brother Spencer, shown here with Bailey, will be proud of.

Don't Make This Common Press Release Mistake

I do a lot of press release makeovers, helping entrepreneurs, authors, and nonprofit organization communicators find and highlight the news in their announcement. More often than not, the biggest problem is that the news release writer puts himself at the center of the news, not the product or service. When this happens, the press release uses a format that goes like this: "I'm doing this, here's why I'm doing this, it's really interesting that I'm doing this, here's my life story."

The format you want to use is more like: "Here is the news. Here's why you care about this news. Here's some information about the person/business/organization behind this news."

When thinking about how you will approach your next news release, focus on what will be of greatest interest to those reading the news (your target audience), not on yourself. Sure, it's cool for you that after retiring from a corporate career you started a consulting firm. But that's common. It's not news. What is news, perhaps, is how your business model is built around the zen practices of Buddhist monks, that your office is in a treehouse, or that you specialize in consulting with military veterans.

In most cases, we are not the news. It's what our company does that makes news. I'll be posting more tips later on how to write a news release that works, so come back soon.

Did GM Execs Commit a PR Blunder with Their Corporate Jets?

It's almost too d-u-m-b to be true.

The three auto execs pleading in Washington, D.C., for a bailout traveled there in private jets.

I understand why they did this. They are busy men with huge paychecks and flying commercial is not good use of their time. I get it. But in this case, because they went begging for the public to save their industry, they should have left the private jets behind and flown on a commercial airline as an indication that they were doing their part to be frugal and fiscally responsible.

When it comes to public opinion and public relations, perception is everything. The decision to value their time more than their public image in this case leaves us with the perception that they just don't "get it." And that's a shame, because the jobs of the peple who work for them and their suppliers are at stake.

How to Hire a PR Firm

If you've decided that you don't want to do your own publicity and plan to hire a publicist, proceed slowly and with caution. There are a lot of great publicists but there are a lot who are "fabulous" at dazzling you with their fawning demeanor and razzle-dazzle presentations and facilities, but lousy at delivering results.

Here are tips for hiring a PR firm whether you're looking for small business, nonprofit, or book publicity:

1. Ask around to find out who can deliver.
2. Talk to those you’re considering, then send them a briefing letter that outlines your goals, needs and expectactions. Request a capabilities letter in return.
3. Schedule in-person meetings with those firms whose capabilities fit your needs.
4. Have a frank conversation about expectations. Clients don't always know what can be achieved and are attracted to publicists who agree with their publicity goals rather than giving them a reality check. You want somebody who is realistic and has the business sense to say, "This is not a good fit for Oprah but I'm fairly sure we can get you strong exposure in local markets across the country."
5. Select an agency for the right reasons – their experience is relevant, their work is good, you feel you can work with the staff, and they’re affordable. Don't select an agency or individual because they are the best schmoozers. You can't afford to spend your budget dollars with anyone who doesn't have the skills and experience to deliver.
6. Avoid surprises by putting everything in writing – who will do what and when, what it will cost, when they will be paid.

The key is to be realistic about what can be achieved and to find the best possible individual or team to achieve that for you. Get more tips in my posting on pay for placement PR (I am opposed to it).

What's the best tip anybody ever gave you about hiring a consultant like a publicist or a PR firm?