Paul Hartunian Show You How To Get Super Publicity For Any Product, Service or Business - Free Publicity, Press Releases, Media Releases

profitable publicity using press releases and easy-to-do publicity campaigns
By Paul Hartunian

If you're at all familiar with me and my course on getting free publicity (www.MillionDollarPublicity.com), you probably know that I've helped thousands of people get their foot in the door at radio and television stations and newspapers around the country. My system draws on years of experience, not only as a publicist myself but also from the comments, suggestions and observations made by individuals at my seminars. This web site is dedicated to giving you the general outline for the system that makes it easy to promote your product, service, business or cause to the media.

It all begins by taking a close look at what you have to offer.

What is it about your product or service that would make someone feel they needed it?

More than likely that's where you can start creating a news angle for your story. If you pay to advertise your story the traditional way, it doesn't matter how much it meets a need or whether it's something the crowd will want to hear about. As long as you can come up with the money, you're sure to end up with your quarter page of space (or your 60 seconds of time) of media exposure. But when you're looking to entice the press to cover what you're doing for free, it needs to come across as a news story.

Take a close look at USA Today or the Enquirer. See how the headlines tease you about what you'll find inside? Do they talk about how great a certain company is doing in a specific market? Probably not. To be honest, nobody really cares.

Do they explain how a specific product works? Probably not, unless it's an arm on the International Space Station or a new video camera that makes computing exciting.

The things that make the news are the things that get the attention of others; the stuff you could bring up at a party and have everybody start talking about it. Usually it has something to do with helping others.

How much money you make isn't news. How much money your client makes is. In my do-it-yourself publicity kit (www.MillionDollarPublicity) I explain a little test I call my "Who Cares?" test.

As soon as you've come up with the concept for a package you hope to publicize, ask yourself "who cares?".

If the answer is very limited, chances are yours isn't a news story. If you can honestly say most people care, then it probably is. Announcing that a lineman managed to lay a record amount of telephone cable across town yesterday isn't news. Showing a picture of a lineman on his crane, helping a kitten out of a tree is.

Which brings us to an important sidebar on our "finding news" venture. Not all news has to be "found". A lot of it can be created. That famous picture of Marilyn Monroe with her skirt being blown up promoting the debut of the movie "The Seven Year Itch" is still a classic, over half a century after it was shot. That "accidental" shot involved sending out press releases to various news agencies announcing that there would be a "Photo Op" on Sunset Blvd. in Los Angeles. Studio technicians installed high-energy blowers under that grate Monroe was supposed to stand on. At the exact moment previously announced in the press releases, the "accident" occurred and millions of dollars in free publicity was acquired.

Finding a way to sell your story isn't that difficult. It starts by creating an angle that makes you unique. You have to somehow stand out in the crowd. Announcing that you sell cars means very little. So does everybody else in town. Announcing that you'll take proceeds from your car sales to build a center for abused children will not only make you out to be the good guy in the community, It'll probably encourage those who believe in your cause to buy more cars. A hidden bonus to that package would be that every penny you spend on your center is a tax write off. Ultimately, you'll probably get much more publicity than you could possibly buy for the cost of the center and it'll all be the good kind of publicity, where a reporter or talk show host somewhere says you're a good guy. In my do-it-yourself publicity kit (www.MillionDollarPublicity.com) I call this the Halo Effect.

A quarter page article by a reporter saying what you're doing is great is worth far more than 2 or 3 pages of paid for ad space where you tell the world how great you think you are.

Once you've determined the angle you plan on promoting about your business, you have to mount a media campaign. You'll want to send out press releases around the country. Even if yours is a local business, you still want to publicize nationally. Nothing yells "success" and "fame" quite as much as having a front page article from a newspaper across the country that claims you're an incredible dealership. Being able to post quotes from radio stations and television stations 1000+ miles away that say you're incredible is far more impressive than a quote from the local paper calling yours a good dealership.

The basic press release has to be written exactly the way reporters want it. I cover most of the details on my site www.PressReleasesMadeEasy.com. It basically begins with a powerful headline (which is 80% of the determining factor in your success) followed by a well written, one page release. This release is faxed around the country. You then sit back and wait for the calls from reporters

Part of your overall package is being ready and able to do good interviews. Learn to be informative, interesting and entertaining. Listening to good talk show hosts and fascinating guests can offer some insight into what works. Most radio and newspaper interviews will take place over the phone, so you won't be tied into a tour schedule…and you won't get nervous!

If you get up early enough each morning and check the news stories, you'll often find opportunities to draw up new press releases. You'll want to move quickly, however. News is extremely fleeting. Most of today's news will be considered "old stuff" by tomorrow morning. So you'll need to not only watch the news, but also be ready to pop out releases immediately.

That, in a nutshell, is how my publicity system works. It's a "secret formula" that has helped many people bring their products, ideas and companies into the homes of the American public. Obviously, we have limited space here and I won't be able to give the topic the same thorough coverage I offer in my complete, do-it-yourself publicity kit. It contains everything you'll ever need to put together and run successful publicity campaigns. To get information about the kit, go to www.MillionDollarPublicity.com).

It's like developing a new way of life or becoming a stand up entertainer. You do your share of preparation, you watch for opportunities and then you walk on stage. And when you do, it all pays off. The whole world hears your story. And in the long run, it pays off very handsomely in increased sales and fame.

Want to find out more about how publicity can help you? Click on the links on the left side of this page.

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