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A New and Unique Way to Get Lots of Free Publicity
By David Frey
These are great tactics. They work. I've used them myself with great success. But did you know there are OTHER ways to get a lot of free publicity that you've probably never heard of? I've sampled a few lately that really surprised even me, so I wanted to share them with you. You might consider throwing them into your mix of publicity tricks. Becoming the Local Expert Is Easier than You Think Every day hundreds and even thousands of editors, reporters, and producers go in search of expert commentary for stories they're working on. Where do you think they find people? *** Side Note *** This is true. I got a call one day from the local Houston CBS affiliate asking for an onsite interview about a particular topic that I know a little about (It wasn't about small business marketing). I told him that I wasn't really qualified but if he didn't find anyone else he could call back. 20 minutes later I heard a knock at the door. Low and behold, it was the reporter with his cameraman and before you knew it...I was on the 5:00 o'clock news. *** End Side Note *** Well, sometimes they go through their rolodex of local experts. By the way, most media people have a personal rolodex of local experts. It's easy to get in that rolodex... ...just send them a letter or make a call to the reporter that covers your topic and introduce yourself. My brother is a hot tub salesman and gets called about three times a year to comment on "backyard lifestyle" issues. All he did was call the reporter up and told him he was an expert in this area and he would welcome any questions the reporter had. But, another way producers, editors, and reporters find experts to talk to are through Publicity Referral Services. Method # 1 - Publicity Referral Services Did you know that there are lists of experts that exist that media people reference every day to find experts. Would you like to be on those lists? These lists are called "Publicity Referral Services" and one such referral service is the RTIR magazine, which is short for Radio-TV Interview Report. The online version can be found at http://www.RTIR.com, which is an electronic database of people who are experts in particular areas and are available for radio and television interviews. Once you become a member of the RTIR you'll start receiving calls from the media to interview you. What could be easier...and it works! Method # 2 - Publicity Introduction Meetings Did you know that there are meetings that you can pay to attend that introduce you to top level media producers and editors? It's kind of a high-level networking meeting on steroids. The same people who publish the RTIR magazine also host the National Publicity Summit, which is a very unique event. The RTIR people have invited top media people specifically to be introduced to people who want publicity. So it's kind of a pubicity networking meeting. Producers from TV shows such as ABC's The View, Montel, CNN, MSNBC and Fox News Channel and editors from publications such as newsweek, People magazine, Health, Money magazine or the New York Times are there to meet you and hear your story. It's not cheap to attend, but just one contact could literally launch a career or an entire business. A National Publicity Summit is being held on July 14-17, 2004 in New York City. For more information on the Summit surf on over to http://www.NationalPublicitySummit.com By the way, I don't make anything financially from these recommendations. I just think they are excellent, non-traditional ways to get thousands of dollars in free advertising that are known to only a few people.
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