In case you missed my DIY publicity tips interview with Rock Your Genius Radio Show Host Amber Singleton-Riviere, you can listen in at this convenient link: Enjoy!
Making anniversaries relevant to readers is essential. Who better to turn to for a good example being set in this regard than Oprah Winfrey. She is celebrating the 10th anniversary of O Magazine this May 7-9 in New York City with a “Live Your Best Life Weekend” event.
Event promotions started to show up in the magazine in January. In February, there was a golden ticket promotion in which 10 lucky readers received the gift of attending with a friend. No doubt, there will be great stories and photo opportunities about each of these winners as the celebration unfolds. In the March edition, the build-up continues as readers anticipate when tickets for this extravaganza become available for sale on March 15, 2010.
At this point, no one knows the investment required to participate. For many Oprah fans, it doesn’t matter. They are going to be at that weekend celebration because it is a big deal, they love Oprah, and the anniversary is packed with special guests and programming that are relevant and of interest to loyal readers.
Guess what? I am going to do whatever it takes to be first in line to buy my ticket. I have read every single O magazine for the last ten years. Every issue is stored safely in my office. When we moved to our new home in July of 2008, my husband Steve looked at all those magazines and begged me to recycle them. Nope. No way. Not a chance. I don’t collect many things, but I do save O magazines. Every one of them.
Why? Each magazine is relevant to my life. As I have navigated every step along my own journey, Oprah has been there to help me through it. Whether it was dealing with postpartum depression, figuring out how to deal with the “mommy wars,” finding the right balance between work and family, or struggling to find my authentic voice to be heard, Oprah and her magazine have brought resources, inspiration, and visual splendor to lift me up in perfect timing. I even have a file directory on my hard drive called “Oprah Dream” in which I have saved every email and letter I have sent to the show since 2004. At left is a photo of my golden retriever from six years ago, nestled next to a pillow that reads, “Surround yourself with only people who are going to lift you higher. — Oprah Winfrey.” I even had ‘thank you’ cards printed to share with my clients with this image on the cover that are in use still today.
Meeting Oprah has been on my “wish list” for quite some time. And, while I may not have a lot of items on my own “bucket list,” sitting down for a cup of tea with Oprah one day is definitely one of them.
I know I am not alone in this and that competition for those anniversary tickets is going to be fierce. Whatever it takes, I’ll find a way to be in New York to be part of that anniversary celebration. And, since I am not alone in this, who wants to attend with me? Let me hear from you. We may never have met before. You may live well beyond my own backyard, but I know we already share a lot in common. And, I can’t wait to meet you and spend an inspired weekend together in celebration of what Oprah has contributed to all of us through her magazine and so much more.
My husband tells me that what you think about today manifests in three months time. I believe that. New York will be lovely in the Spring. Let’s meet up there and become fast friends. Can’t wait.
Those of us who are running businesses of our own are always happy to turn the page on another year and celebrate a business anniversary. In these daunting times, getting the chance to suit up and do what we do for another year is certainly cause for celebration.
Business anniversaries, however, aren’t typically what folks in the media refer to as news. You can earn media attention for your business anniversary when you frame your story in a broader context.
Just yesterday, I read a piece in the Seattle Times about the Boy Scouts of America celebrating 100 years. Woven into the story were anecdotes from prominent business executives from the Puget Sound region who consider the lessons they learned along their respective journeys to earn the rank of Eagle Scout among the most valuable for informing their success today.
When Alice Cunningham, co-owner of Olympic Hot Tub Company, was preparing to celebrate her 30th business anniversary, she made the story relevant by showcasing how she wasn’t afraid to learn new skills to communicate in new and powerful ways– such as launching her blog at www.hottubbliss.com — to serve her ever expanding community of hot tub loving consumers. The Tacoma News Tribune was happy to tell that story.
Just last week, I met with Val Scalvo, co-owner of Heartland Interiors, which is celebrating its 25th anniversary in February and throughout 2010. Since February is a month with a “heart” theme, and this company has “heart” in its name, that is a fun and timely story hook. What is even better is how this business got its humble start. As Val says, it was with high hopes and high expectations that Val and her best friend Diane Wainhouse walked to their community bank to each deposit $75 to start their business. Today, Heartland Interiors celebrates 25 years, having grown their business to average over $1 million in revenues for each of the last few years, even in these daunting economic times. They have learned some powerful lessons along the way from which other business owners who are eager to start businesses with equally humble beginnings can profit. Our story pitch along these lines has enlisted interest among at least one local news outlet, and that is encouraging news so far.
What these stories share in common is that they meet the recipe for news. They offer timely, newsworthy, relevant, and interesting stories that answer this essential question: Why should the reader, listener, or viewer care?
It isn’t the anniversary that is newsworthy. It is how relevant and interesting the back story associated with that anniversary that makes the news.
Speaking of business anniversaries, my own business is celebrating its ninth anniversary this year. I’ve got a number of things brewing to make that celebration relevant and compelling for you. Among them is an anniversary sale that will run from March 1 - 7, 2010 with amazing values never before offered before. That may not be the stuff to earn front page news, but I promise you the information you’ll learn will be of high value so you can apply it to bring YOUR OWN story to front page news. Mark your calendar and stay tuned for more details!
If you’ve wisely decided that getting your bylined articles published in the Puget Sound Business Journal is at the top of your DIY publicity list for 2010 as you seek expert status, click here. Then, click on the “newspaper” tab for the drop down menu that offers the editorial calendar. Pay attention to the “Focus Section” column to source editorial opportunities that are right for your expertise. Then, about eight weeks ahead of the scheduled section, make your article pitch. Your concise and compelling article pitch should offer useful tips, information, resources, and perspectives that will serve the readers on a topic of keen and timely interest. Go easy on the self promotion and keep your focus on sharing quality information to serve the readers. Steve Goldsmith makes many of the article placement decisions, and you can send email his way at sgoldsmith@bizjournals.com. And, if you need some help getting your pitch ready, check out my new press release/story pitch review service here.
It’s a brand new year. That means it’s time to resolve to embrace new behaviors that will fuel your prosperity. If you are serious about earning media attention, the first thing you need to do is pay attention to the media that matter for your message. Then, you are in much better position to make winning story pitches that will invite editorial attention.
What business journals, newspapers, magazines, blogs, and broadcast media make your top ten list? Be clear about the media that are best for your message, and you are one step closer to earning the free publicity you seek. Also, if you are seeking quality leads for your business — and who isn’t? – many of the business journals and magazines in your trading area offer lists of the top companies, including contact information for the top officers. These lists can make identifying winning prospects a whole lot easier.
Special Offer for Readers of This Blog: If you live in the Puget Sound region and have decided that you want to be seen, heard, and celebrated within the pages of the Puget Sound Business Journal AND target the quality companies that do business in the region, I’ve got good news for you. You can subscribe, renew, or extend your subscription to the Puget Sound Business Journal at 20% off the regular rate when you click here.
And, when you sned your order form back to me, I’ll send you by return mail the hot-off-the-press 2010 Book of Lists as your gift. This high-value resource retails for $65, so this is a high value gift indeed. The 2010 Book of Lists will make prospecting for quality leads easier than ever and more productive than ever. Your 2010 Book of Lists is just a click away when you decide to subscribe, renew, or extend your subscription. I can’t wait to learn of your story pitching and article placement successes!
My husband Steve Juetten is a close follower of my work, and he is someone who knows how to recognize a good opportunity to serve the marketplace. He just debuted his new e-book, “Between a Rock and a Hard Place: Making the Right Roth IRA Conversion Decison for You.”
He wrote his own press release. Then, he uploaded his effort into www.pressreleasegrader.com to learn how well his effort scored on a scale of 1-100 with 100 being best. He upgraded the content of his release and paid attention to keywords and links to bring his score to 90. Then, he asked me to review it one last time to make additional refinements.
The press release was issued over PR WEB on 12-29, and Steve’s hopes are high that consumers who earn $100,000 or more all across America will be compelled to visit his site to learn more about the comprehensive and helpful guide he’s created to help consumers make their best decision. Already, Steve’s site is ranking very high on Google, and hundreds of people have visited so far to learn more about his new ebook. You can learn more and buy at this link. You can also but it at my DIY Publicity Store at this link.
By the way, to meet strong demand, my new press release/pitch review service is debuting at the DIY Publicity Store today so you can benefit from my expert guidance as Steve has. In 2009, I received scores and scores of requests from DIY publicists across the nation to take a quick minute to review their press releases. I am listening to this need and creating a service that delivers what so many people are asking for. You should know that it takes more than a quick minute to transform an average press release into a results-generating message. Investing in an hour of my time to make your press release or story pitch rock is well worth it. Remember, it’s your story. Tell it well. And if you can’t, get proper help. Help is one click away. Hurray!
I’ve written extensively about HARO, PitchRate, PR Leads, and ProfNet as quality media query services that can help you get known as experts through the power of free publicity. On December 22, a new FREE service debuted from the good folks at Radio TV Interview Report. It is so new that I don’t have success stories yet to report, but I am most definitely taking this service out for a spin. You can opt-in for free to receive the media queries and test this new service right along with me. Here is the link to sign up and learn more. You have nothing to lose, and you just might earn the quality media placements you seek to get known as the expert you are. Please share your success stories as they unfold. Happy pitching, one and all.
Main Street Media Savvy Question of the Day: What is the single biggest media placement YOU earned from any of the quality services you use to stay in the know and in the news? Are you game to share your specific pitch and the results that flowed your way as a result of the stunning media coverage? I can’t wait to showcase your success so others can learn at the feet of your action and experience.
If you and your family are looking for a magical visual and musical display to get you dancing and ready to welcome 2010, don’t miss Celebration Lane in Downtown Bellevue. The show continues nightly through 12-31-09 at 7 p.m. The drummers drum, the music rocks, and the sense of optimism and excitement for 2010 are all alive and well. It’s free to enjoy the visual and musical splendor. The Bellevue Reporter did a nice piece called “Behind the Curtain at Snowflake Lane” that shines a light on the drumming talent of young musicians from the area.
Main Street Media Savvy Tip of the Day: There is always a back story behind every big event that can invite the attention of your community newspaper. Dig deep to find the story behind your big event that is timely, newsworthy, relevant, interesting, local — and visual. Then make your pitch. Whether you live in Bellevue or anywhere across Main Street USA, this recipe always delivers.
Would you believe if I told you that my husband’s iPod made the journey through the washer and the dryer yesterday and lived to tell the tale? It’s true!
When I found this item in the drum of the dryer, my heart sank. How careless of me to forget to remove this valuable item from the pocket of my gym jacket before starting the laundry.
Miracle of miracles, Steve charged the iPod after its most unfortunate journey. Guess what? It still works and holds the scores and scores of carefully selected music within.
This my friends, is an alert the media moment. Thank you Apple for creating a fabulous, DURABLE product. My holiday miracle came early. Hurray, whew, and amen.
Main Street Media Savvy Question of the Day: What stories can you tell about your cell phones, iPods, and other electronic devices defied the odds and kept working? I know there are some amazing and amusing stories out there, which brings me to a useful DIY publicity tip. One incident doesn’t necessarily a story make. Two incidents starts to sound somewhat interesting. Three incidents is what we call in the media business “a trend gathering speed.” Reporters love to write about trends, so go deep and find three really great examples of how your idea is gaining speed. Then, position your own story first among the three as you make your pitch and offer a sassy sound bite to demonstrate why your story is timely, newsworthy, relevant, and interesting right now. You could be on the right track to earning media attention.
I’ve heard so many stories about how the advertisements featured at the start of HARO media queries deliver remarkable results for the advertisers. That’s why I am taking this out for a spin myself. An ad to promote Bye-Bye Boring Bio Action Guide is scheduled to run tomorrow. If you are a subscriber, watch for it. Read it. And share it with people you know who have been struggling to tell their stories so the right people will listen. Let’s banish boring bios forever so we can all invite more of the right opportunities to serve our ideal clients and markets in 2010. Isn’t that a mission well worth the pursuit?
And, if you are not yet a subscriber, why not? Join the 70,000 or more subscribers who have already learned what a quality resource HARO can be to invite quality media placements with greater ease. Visit HARO to sign up right this very minute. It’s free to join, great media queries and media placements await in your own backyard and well beyond. All you have to do is reply.
Speaking of which, here is a link to an article I wrote for the Puget Sound Business Journal that showcases tips to make your HARO pitches stand out. This is good information from the media pitching trenches that will pay off for you when you get into action. After all, doing nothing never gets it done.
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Click here for products/services I know are just great to support your DIY publicity success. 
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Between a Rock and a Hard Place: Your 2010 Roth IRA Conversion Guide 
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PR Leads 
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