By: A.G. Fielder
Did you know that you can literally put your publicity campaign on autopilot by making it mobile? In this sense, mobile refers to using your cell phone as a low budget publicity tool to reach your niche audience.
I was perusing the web and came across an excellent site, (for those of you in the District) called DCMOMO (www.dcmomo.com). It stands for DC’s Mobile Mondays and while it’s a non-profit company, it still provides a vehicle for entrepreneurs to have a voice that is heard loud and clear. One of the ways that you can use DCMOMO to your advantage is to simply become a sponsor for $25. This meager donation will get your company’s logo featured on their site which boasts near millions of hits per week.
Additionally, (for those of you outside of the District), the “DMV” (DC, Maryland and Virginia area) is a popular test market. On the making it mobile tip, DC has been selected as the test market for mobile tv – where you can watch television anytime for free on your cell phone. So, why wouldn’t you consider riding the wave and testing your publicity campaign in the District as well?
Another great way to make your publicity campaign mobile is via a site called Mofuse (www.mofuse.mobi). It is free to register and it basically makes your blog or website accessible from any cell phone. This is great because as soon as you either write an article on your blog, or update your website, it automatically hits your mobile mofuse site for your subscribers to see.
One of the most hip and happening ways of taking your publicity campaign to a mobile domain is via Twitter (www.twitter.com). It’s as easy as text messaging and your followers will be able to tag-a-long with you on your mobile publicity campaign.
As always, I’ve hoped these quick tips have helped you along on your journey towards low budget pr. If you have any questions feel free to contact me at lowbudgetprinfo@gmail.com. Cheers and good luck!
Friday, June 12, 2009
LBPR is officially syndicated in the DC Examiner
Well folks, LBPR tips and techniques are now available online in the DC Examiner. Click here to check it out.
Thursday, May 14, 2009
Thursday, May 7, 2009
LOW BUDGET PR: The Fundamental Elements of Distraction and Reaction in Your Publicity Campaign
By: A.G. Fielder
Martial Arts author extraordinaire, Dr. Haha Lung mentions constantly that “well mastered tricks are techniques and half mastered techniques are called tricks.”
Aligned with this notion are the elements of distraction and reaction. While Dr. Lung equates both distraction and reaction as mental ploys or tactics used as subterfuge mechanisms in mental warfare you are going to apply distraction and reaction to your publicity campaign.
“How?” you ask. No worries because I am going to show you how to do so in such a way that will prove more than beneficial. It’s quite simple actually - that is - when you get right down to it.
There are several layers of distraction available to you within your publicity campaign. Your product is, of course, the main distraction but is it enough to get a solid reaction from your niche consumer? Probabely not, because if it was you wouldn’t be reading this article.
So, in comes the hype. That hype consists of any and all articles, interviews and press releases you can muster. It’s the buzz factor that serves as the element of distraction and causes the desired reaction from your niche consumer. And just what is that reaction? Sales, of course.
The distraction is what urges your niche consumer to buy your product - always reminding them of how your product fulfills an existing need that they have. I am willing to bet that you have been distracted by the hype of many products. A solid example of this would be an infomercial. That’s right - those scripted vignettes that tv watchers are constantly bombarded nightly. The next time that you see one study the hype that is used because it is the hype that distracts the consumer and triggers the need (or reaction) to buy the product. Studying this technique will bring you a plethora of niche rich publicity.
Martial Arts author extraordinaire, Dr. Haha Lung mentions constantly that “well mastered tricks are techniques and half mastered techniques are called tricks.”
Aligned with this notion are the elements of distraction and reaction. While Dr. Lung equates both distraction and reaction as mental ploys or tactics used as subterfuge mechanisms in mental warfare you are going to apply distraction and reaction to your publicity campaign.
“How?” you ask. No worries because I am going to show you how to do so in such a way that will prove more than beneficial. It’s quite simple actually - that is - when you get right down to it.
There are several layers of distraction available to you within your publicity campaign. Your product is, of course, the main distraction but is it enough to get a solid reaction from your niche consumer? Probabely not, because if it was you wouldn’t be reading this article.
So, in comes the hype. That hype consists of any and all articles, interviews and press releases you can muster. It’s the buzz factor that serves as the element of distraction and causes the desired reaction from your niche consumer. And just what is that reaction? Sales, of course.
The distraction is what urges your niche consumer to buy your product - always reminding them of how your product fulfills an existing need that they have. I am willing to bet that you have been distracted by the hype of many products. A solid example of this would be an infomercial. That’s right - those scripted vignettes that tv watchers are constantly bombarded nightly. The next time that you see one study the hype that is used because it is the hype that distracts the consumer and triggers the need (or reaction) to buy the product. Studying this technique will bring you a plethora of niche rich publicity.
Friday, May 1, 2009
LOW BUDGET PR: How to Write a Pitch Perfect Press Release
Hello All!
Just want to let you know that I'm a PR Expert on AllExperts.com. Below I've included an answer that is sure to help any entreprenuer when it comes to writing a press release.
Check it out!!
____________________________________________________
Questioner: Cath
Category: Public Relations
Private: No
Subject: PR Visit
Question: I would be grateful if you could let me have a few tips about writing a press release to invite editorial staff along on a holiday in order that they will write a review in their magazine/newspaper. Many thanks
Answer: Hi Cath!
Whenever you write a press release you need to concentrate on the 5 Ws (who, what, where, when, and why would they be interested).
Your press release should be quick and easy, let's say 3-5 short paragraphs max! Make sure that your header line or subject is catchy. Also understand that editorial staff will only write something if it benefits their publication/readers in some way. What kind of holiday? Why would they want to write about it? Step outside of your head when you write up your press release. Ask yourself if it's newsworthy? Then go into your 5 Ws.
Let's say, for the sake of illustration that you own a travel agency, and your goal is, of course to get a review in magazines/newspapers about your company, BUT to get new clients as well. (I'm not sure if this is what you're trying to do). Furthermore, let's say that your travel agency just made a partnership with Royal Caribbean Cruise Line and you have a new package (3 days/2 nights etc, etc) to offer your clients that is not selling like it should. So you work out a deal (barter) with the editorial staff of a small travel publication whereby they write a review of their overall experience working with your company in booking this trip.
Now you have something that is of interest to any editorial staff. So your press release would look something like this....
FOR IMMEDIATE RELEASE
Contact:
Your Name
Main Street Travel Agency
2000 Park Avenue
Washington, DC 20020
Phone: (202)555-2020
Fax: (202)555-2021
cath@mainstreet.com
http://www.mainstreet.com
Main Street Travel Partners Up With Royal Caribbean (this should be bold and centered)
The Weekend Sizzles with the sass of the Bahamas (this should be italicized and centered)
WASHINGTON, DC --April 30, 2009 - This is the most crucial paragraph Cath, because you are going to need to catch your reader's attention by introducing the who of your press release - this is a teaser paragraph. The who would be your company and this paragraph should be no more than three sentences. This paragraph can make or break you when it comes to the press because your reader needs to know why they should be interested.
Let your second paragraph feed off the first - the difference is that you should be writing in a funnel style, meaning that as your press release progresses, it gets more specific. Talk about your company a little more and introduce "the holiday" package let's call it the Weekend Sizzler.
This paragraph entices your reader. So it's more about the Weekend Sizzler, the 3 days and 2 nights at the such and such five star hotel in the Bahamas, the breathtaking views, and relaxing break from the monotony courtesy of Main Street Travel and Royal Caribbean. You need to put a quote in this paragraph discussing how incredible the package and the partnership are, i.e. "We at Main Street Travel are simply ecstatic about our new partnership with Royal Caribbean Cruise lines," said Director of Sales Cath Lastname in a recent interview.
This is a good wrap up paragraph where you summarize your main points and wrap it up. You can stick another quote in here as well. "Bringing a little slice of paradise to every customer, that's what Main Street Travel is all about," further added Cath Lastname.
If you have any credentials, or memberships you can list them here. If not leave this part out and end it.
For more information on Main Street Travel contact Cath Lastname at (202)555-2020 or go to http://www.mainstreet.com
###
(The number signs should also be centered and tell you that the press release is complete.)
I hope this helps. You can always look on the web for other templates or you can visit http://www.lowbudgetpr.org for more tips.
Just want to let you know that I'm a PR Expert on AllExperts.com. Below I've included an answer that is sure to help any entreprenuer when it comes to writing a press release.
Check it out!!
____________________________________________________
Questioner: Cath
Category: Public Relations
Private: No
Subject: PR Visit
Question: I would be grateful if you could let me have a few tips about writing a press release to invite editorial staff along on a holiday in order that they will write a review in their magazine/newspaper. Many thanks
Answer: Hi Cath!
Whenever you write a press release you need to concentrate on the 5 Ws (who, what, where, when, and why would they be interested).
Your press release should be quick and easy, let's say 3-5 short paragraphs max! Make sure that your header line or subject is catchy. Also understand that editorial staff will only write something if it benefits their publication/readers in some way. What kind of holiday? Why would they want to write about it? Step outside of your head when you write up your press release. Ask yourself if it's newsworthy? Then go into your 5 Ws.
Let's say, for the sake of illustration that you own a travel agency, and your goal is, of course to get a review in magazines/newspapers about your company, BUT to get new clients as well. (I'm not sure if this is what you're trying to do). Furthermore, let's say that your travel agency just made a partnership with Royal Caribbean Cruise Line and you have a new package (3 days/2 nights etc, etc) to offer your clients that is not selling like it should. So you work out a deal (barter) with the editorial staff of a small travel publication whereby they write a review of their overall experience working with your company in booking this trip.
Now you have something that is of interest to any editorial staff. So your press release would look something like this....
FOR IMMEDIATE RELEASE
Contact:
Your Name
Main Street Travel Agency
2000 Park Avenue
Washington, DC 20020
Phone: (202)555-2020
Fax: (202)555-2021
cath@mainstreet.com
http://www.mainstreet.com
Main Street Travel Partners Up With Royal Caribbean (this should be bold and centered)
The Weekend Sizzles with the sass of the Bahamas (this should be italicized and centered)
WASHINGTON, DC --April 30, 2009 - This is the most crucial paragraph Cath, because you are going to need to catch your reader's attention by introducing the who of your press release - this is a teaser paragraph. The who would be your company and this paragraph should be no more than three sentences. This paragraph can make or break you when it comes to the press because your reader needs to know why they should be interested.
Let your second paragraph feed off the first - the difference is that you should be writing in a funnel style, meaning that as your press release progresses, it gets more specific. Talk about your company a little more and introduce "the holiday" package let's call it the Weekend Sizzler.
This paragraph entices your reader. So it's more about the Weekend Sizzler, the 3 days and 2 nights at the such and such five star hotel in the Bahamas, the breathtaking views, and relaxing break from the monotony courtesy of Main Street Travel and Royal Caribbean. You need to put a quote in this paragraph discussing how incredible the package and the partnership are, i.e. "We at Main Street Travel are simply ecstatic about our new partnership with Royal Caribbean Cruise lines," said Director of Sales Cath Lastname in a recent interview.
This is a good wrap up paragraph where you summarize your main points and wrap it up. You can stick another quote in here as well. "Bringing a little slice of paradise to every customer, that's what Main Street Travel is all about," further added Cath Lastname.
If you have any credentials, or memberships you can list them here. If not leave this part out and end it.
For more information on Main Street Travel contact Cath Lastname at (202)555-2020 or go to http://www.mainstreet.com
###
(The number signs should also be centered and tell you that the press release is complete.)
I hope this helps. You can always look on the web for other templates or you can visit http://www.lowbudgetpr.org for more tips.
Saturday, April 18, 2009
We're LIVE!!
For more hip tips, trends, and industry secrets visit us at http://www.lowbudgetpr.org/
Saturday, April 11, 2009
Friday, April 10, 2009
LBPR is on Twitter
Follow me on Twitter for instant Low Budget PR tweets, rants and raves!
http://twitter.com/lowbudgetpr
http://twitter.com/lowbudgetpr
Friday, March 13, 2009
LOW BUDGET PR: The SECRETS OF THE NINJA 忍者 (Part 2)
- PART 2
Just like the ninja refined the art of psychological warfare, you will borrow from those techniques forming a strategy of your own, but it won’t take you 100 years to do it. Keep in mind the following: for every one marketing method that you use to reach your consumer there are at least ten subliminal ways to real them in. Are you still with me? Psychological triggers are one such subliminal method used today by businesses worldwide. A psychological trigger is a form of neuro-linguistic programming (NLP) that uses an image, symbol or word causing the mind of the consumer to subconsciously trigger responses in favor of a product, company or service. The mind becomes a playing field for the business owner and a sponge for the consumer soaking in every psychological trigger thrown their way. Psychological triggers used constantly generates a sense of familiarity, trust and eventually comfort within the target consumer, so much so that whenever they think of comfort they will instantly think of your company, because whatever the eye sees, the mind believes. If you do not believe it – check this out. You are bombarded by a series of psychological triggers several times per day on a subliminal level.
Whether through advertisements on television or on the radio, these messages invade your subconscious mind often inspiring you to buy certain items that you may or may not need. If you pack your publicity campaign with a series of psychological triggers, your target niche group will be more receptive to what you are selling and less resistant to your propaganda. The psychological trigger becomes a tool of brand loyalty and word of mouth publicity. This is not only an important component of publicity but of mind mastery as well. You have to become a master of your own mind before you can begin to influence the minds of consumers. But once you do, believe me the sky’s the limit.
A relative of the psychological trigger is the second tactic of embedded suggestions. The clever entrepreneur realizes that it is through use of embedded language that he or she can influence their target niche. Let’s say you’re selling a product on stress relief called Peaceful Aromas Fragrance Oil ( this is corny – I know, but work with me).
The intent is to get the consumer to associate relaxation and stress relief (something that they absolutely need) with your product. The words that you choose to embed in your press release /promotional material will have a powerful effect and can easily lead your reader to a particular state of mind and/or series of experiences by triggering images produced by the subconscious mind. Let me further illustrate this point by using embedded commands.
If you know anything about commands, then you already know that they are delivered quite differently than a question. Most people think that a command is delivered with force. That is not necessarily true. A command is delivered with emphasis on certain words and when using your speaking voice use of a descending pitch or tone will be delivered and processed as a command. With writing it is slightly different. The more invisible it is to your reader the better – keep this in mind when you write your press materials. In general embedded suggestions are powerful phrases that are undetectable.
Here are a few examples to better illustrate how they are used. These commands will correspond with the product on stress relief that we referred to earlier. So here we go!
- “You will feel better if you use Peaceful Aromas.”
- “If you’d like me to help you, send me an email first.”
Can you see where the embedded commands are? In the first statement the command is “use peaceful aromas.” In the second statement, the command is “send me an email first.” So, if your reader is looking for ways to deal with stress, the embedded commands have instructed him or her to use your product but to send you an email for help first. That is how the human brain interprets embedded information. The good thing about embedded suggestions is that they always work because they are embedded on a subconscious level in such a way that no one can resist. The effect that the embedded suggestion has on your consumer is always positive. The consumer acts on the suggestion that you’ve implanted completely buying into your product as if they are acting on instinct.
Yet another way of psychologically targeting your niche is via therapeutic metaphor. A therapeutic metaphor story has the capability to completely shift the perception of your consumer – swaying him or her in the direction that you lead them. In a nutshell, it encompasses the art of suggestive storytelling as a means of influence. Indeed, embedded suggestions can be strategically layered throughout the story because people always see themselves in a story. When you go to the movies you might see part of your personality in one or more of the characters. That would explain part of the attraction to the movie in the first place. A metaphor is no different. Just like in any story, your target consumer can and will see themselves somewhere in the story. Scroll up and re-read the one I just wrote on how using the psychological tactics of the ninja can give you a much need edge in your publicity campaign.
Buddha said it best when he said “your greatest weapon is in your enemy’s mind.” When applied to publicity we can take this a step further by saying your strongest tool is your consumer’s mind. “Eyes given to see are not always open” (Voltaire). Your task as an entrepreneur is to tap into the minds of your consumer and make them see that you’ve got the product or service that they need.
As always, I hope these tidbits of information help you on your journey to success as an entrepreneur.
Cheers and good luck!
LOW BUDGET PR: The SECRETS OF THE NINJA 忍者
LOW BUDGET PR: The SECRETS OF THE NINJA 忍者
and Your Publicity Strategy
By: A.G. Fielder
Part 1
What is your modus operandi when it comes to publicity? Are you a student of antiquity pledging your allegiance to old tried and true methods - or have you contemplated doing the unspeakable – tossing caution to the wind and winging it? Well, if you do not have a publicity strategy you should come up with one soon.
Perhaps – being the savvy entrepreneur that you are – you should consider incorporating the secrets of the ninja. With growing interest in ancient Asian war strategy (i.e. ancient Indian strategist Kautilya, Sun Tzu’s Ping Fa or the Art of War, and the work of, Wu Ch’i, Tu Mu and Cao Cao) applied to business, you would think that more entrepreneurs would apply those same principles to the whimsical world of publicity.
Truth is, a few people in your shoes have considered integrating the dark arts of the ninja into their current publicity campaign. The best part of doing so (aside from it being absolutely free) is that those who have done such have seen a significant boost in their publicity productivity. So…let me ask you something – are you ready for a publicity lesson that will inevitably change your life? Good, because you’re about to get one.
History has attributed the legacy of the Japanese ninja to the teachings of ancient Chinese strategists like Sun Tzu, notable poet/strategist Tu Mu for his insight on mind control and of course the unknown author of the Thirty-Six Strategems.
While each touched on the advantages of psychological warfare, Tu Mu hid his ideas on strategy in his poetry. His work discussed how you could figuratively turn a person out and persuade them to go against the grain bending them to your will. The ninja took the ideas of Tu Mu among other strategists and expanded upon them. The end result was the perfection of their strategy on the insights into the human mind and how to manipulate, distort or influence it. Take the history of the ninja for example.
7th century Japan, Prince Shotoku Taishi (also known as Prince Umayato) was contestant to the throne, with a bloodline linked directly to the empress, this was his destiny. However his success was solely dependent on him receiving information of which he had no knowledge of how to acquire. The greatest challenge stemmed from the dissension within the royal court over how Japan should be governed. With time running out, and hardly any allies, Shotoku’s succession to the throne was at stake. His nemesis, the traitor, Moriya managed to single-handedly manipulate the royal court, swaying them in opposition of Shotoku. Knowledge of Moriya’s exploits was essential. After spinning his wheels and getting absolutely nowhere, Shotoku sought the guidance of a mountain warrior monk named Otomo-No-Saijin. With a plethora of tricks up his sleeve, Otomo used the Chinese warfare techniques of stealth, subterfuge intelligence gathering, and mind manipulation to form a strategy with Shotoku while simultaneously spying on Moriya.
A mind master, Otomo took the unprepared Moriya on a psychological journey that led to his death while Shotoku walked down the yellow brick road of success, becoming the Crown Prince of Japan forever making his indelible mark on Japanese history. For this, Otomo was honored by Shotoku and given a new name as a gift. From that point on he was called shinobi (志能備) which means, “one who sneaks in”- a pioneer of the ninja sennin.
By the 14th century the word shinobi referred to warriors who used unorthodox tactics - completely opposite the ruling samurai who followed a code of honor. The shinobi (ninja) were rogue mountain warriors of feudal Japan – the ever ready hired hands of the ruling daimyo who would carry out tasks such as intelligence gathering, mind trickery, espionage, and assassination; of which the samurai would not do.
The legacy of Otomo-no-Saijin made possible the way of the ninja, for it was he who was the first of his kind in Japan to employ the mind bending techniques of the Chinese masters. Like their Chinese predecessors (i.e. the Shaolin monks), employed psychological warfare on their enemies at all times, hitting them where they were the most vulnerable and the least able to defend themselves – through those human insecurities that we all have (fear, lust, anger, greed, sympathy and superstition). It took the ninja 100 years to develop and refine the ways of eradicating an enemy through the exploitation of psychological weakness. At the end of it all they realized for every one way to physically attack a target, there were ten ways to attack his mind, which is why psychological warfare was preferred over assassination.
So what does this history lesson have to do with your publicity campaign? Hold on…let me break it down for you. A ninja entrepreneur (or entrepreneurial ninja) would employ psychological tactics that targeted their niche consumer base (this includes but is not limited to marketing, promotions, and publicity – the components of public relations). The entrepreneur would focus on providing the consumer a solution that they seek and need – hence your product (because your product not only fulfills a need to your consumer but it also solves a nagging problem.)
and Your Publicity Strategy
By: A.G. Fielder
Part 1
What is your modus operandi when it comes to publicity? Are you a student of antiquity pledging your allegiance to old tried and true methods - or have you contemplated doing the unspeakable – tossing caution to the wind and winging it? Well, if you do not have a publicity strategy you should come up with one soon.
Perhaps – being the savvy entrepreneur that you are – you should consider incorporating the secrets of the ninja. With growing interest in ancient Asian war strategy (i.e. ancient Indian strategist Kautilya, Sun Tzu’s Ping Fa or the Art of War, and the work of, Wu Ch’i, Tu Mu and Cao Cao) applied to business, you would think that more entrepreneurs would apply those same principles to the whimsical world of publicity.
Truth is, a few people in your shoes have considered integrating the dark arts of the ninja into their current publicity campaign. The best part of doing so (aside from it being absolutely free) is that those who have done such have seen a significant boost in their publicity productivity. So…let me ask you something – are you ready for a publicity lesson that will inevitably change your life? Good, because you’re about to get one.
History has attributed the legacy of the Japanese ninja to the teachings of ancient Chinese strategists like Sun Tzu, notable poet/strategist Tu Mu for his insight on mind control and of course the unknown author of the Thirty-Six Strategems.
While each touched on the advantages of psychological warfare, Tu Mu hid his ideas on strategy in his poetry. His work discussed how you could figuratively turn a person out and persuade them to go against the grain bending them to your will. The ninja took the ideas of Tu Mu among other strategists and expanded upon them. The end result was the perfection of their strategy on the insights into the human mind and how to manipulate, distort or influence it. Take the history of the ninja for example.
7th century Japan, Prince Shotoku Taishi (also known as Prince Umayato) was contestant to the throne, with a bloodline linked directly to the empress, this was his destiny. However his success was solely dependent on him receiving information of which he had no knowledge of how to acquire. The greatest challenge stemmed from the dissension within the royal court over how Japan should be governed. With time running out, and hardly any allies, Shotoku’s succession to the throne was at stake. His nemesis, the traitor, Moriya managed to single-handedly manipulate the royal court, swaying them in opposition of Shotoku. Knowledge of Moriya’s exploits was essential. After spinning his wheels and getting absolutely nowhere, Shotoku sought the guidance of a mountain warrior monk named Otomo-No-Saijin. With a plethora of tricks up his sleeve, Otomo used the Chinese warfare techniques of stealth, subterfuge intelligence gathering, and mind manipulation to form a strategy with Shotoku while simultaneously spying on Moriya.
A mind master, Otomo took the unprepared Moriya on a psychological journey that led to his death while Shotoku walked down the yellow brick road of success, becoming the Crown Prince of Japan forever making his indelible mark on Japanese history. For this, Otomo was honored by Shotoku and given a new name as a gift. From that point on he was called shinobi (志能備) which means, “one who sneaks in”- a pioneer of the ninja sennin.
By the 14th century the word shinobi referred to warriors who used unorthodox tactics - completely opposite the ruling samurai who followed a code of honor. The shinobi (ninja) were rogue mountain warriors of feudal Japan – the ever ready hired hands of the ruling daimyo who would carry out tasks such as intelligence gathering, mind trickery, espionage, and assassination; of which the samurai would not do.
The legacy of Otomo-no-Saijin made possible the way of the ninja, for it was he who was the first of his kind in Japan to employ the mind bending techniques of the Chinese masters. Like their Chinese predecessors (i.e. the Shaolin monks), employed psychological warfare on their enemies at all times, hitting them where they were the most vulnerable and the least able to defend themselves – through those human insecurities that we all have (fear, lust, anger, greed, sympathy and superstition). It took the ninja 100 years to develop and refine the ways of eradicating an enemy through the exploitation of psychological weakness. At the end of it all they realized for every one way to physically attack a target, there were ten ways to attack his mind, which is why psychological warfare was preferred over assassination.
So what does this history lesson have to do with your publicity campaign? Hold on…let me break it down for you. A ninja entrepreneur (or entrepreneurial ninja) would employ psychological tactics that targeted their niche consumer base (this includes but is not limited to marketing, promotions, and publicity – the components of public relations). The entrepreneur would focus on providing the consumer a solution that they seek and need – hence your product (because your product not only fulfills a need to your consumer but it also solves a nagging problem.)
Subscribe to:
Posts (Atom)
