advice

6 Ways to Recycle Free Publicity
By Joan Stewart

The Publicity Hound

Feeling proud for persuading a local radio station to air a half-hour interview with you? Or for getting a two-page spread in a national magazine?

If you're an amateur publicity seeker, you're content with whatever you can get. If you're a real Publicity Hound, however, you know the fun is just beginning. The challenge, of course, is to turn one media "hit" into multiple hits. It's not that difficult. In fact, recycling publicity is like rolling a snowball downhill and watching it get bigger and bigger.

Here are 6 ways to recycle free publicity:

• Use an Email Signature File
  Use a signature file on the end of your e-mail. It should include contact information and your web site URL. If a story has just been written about you, you can add the phrase, "As featured in the November 2 New York Times." If the article is online, include a link so readers can go directly to it.
• Recycle at Your Website
  Post timely news releases, and articles written by and about you, with permission. Post a list of all media appearances in your online media room or print and online media kits for instant credibility. Reporters sometimes visit a person's web site to learn more about them before committing to write a story. See Electronic Media Kits: How to Create Them, Deliver them and See INSTANT Results.
• Use Reprints
  Send a reprint of a weekly newspaper story about you to an editor at a daily newspaper, along with a pitch letter offering an angle different from the angle the weekly pursued. See Special Report #7: How to Write a Pitch Letter That Convinces an Editor to Write About You. Send reprints from dailies to national publications. Send articles in trade publications to editors anywhere.
• Turn How-to Articles into Tip Sheets
  If you write a 500-word "how-to" article ("How to Spice Up a Dull Sex Life"), you can turn it into a one-page tip sheet ("7 Tips for Sizzling Sex"). You can also turn tip sheets into how-to articles. See Special Report #16: How to Write Tip Sheets That Catch the Media's Attention and Special Report #6: How to Write How-to Articles That Position You as an Expert.
• Use the Editorial Page
  When a publication writes about you, follow it up with a letter to the editor and offer an opinion or perspective in the letter that wasn't mentioned in the original story. See How to Use Newspaper and Magazine Editorial Pages.
• Use Testimonials
  Pull quotes from great book reviews you receive and use them everywhere-at your website, in your paid ads, on marketing materials, in your media kit, etc. Also offer testimonials for other people whose products and services you love, and invite them to use your photo. A great way to get into other people's paid ads without spending a penny! See Special Report #31: Sell More Products and Services by Getting and Giving Powerful Testimonials.

Sing up for a free publicity tip of the week at www.publicityhound.com.