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Dave is an expert on PR (public relations) and branding.
He says that editorial copy beats advertorial copy, and that as a consequence, most news is placed because it is realized how effective it is.
third party endorsement - testimonial
transfer of power - someone with credibility hands you over to soneone they
www.meetthedreamer.com was a campaign that Dave was involved in.
Only polarized people buy things. So don't be afraid to offend! Offer people
7 steps to creating a profitable media program.
Step 1 to Persuasive PR: Have an interesting and relevant story to tell to an
audience that wants to hear it. A person's perception of you is their
How to know what the media is going to talk about a year in advance:
- show notes,
- ask them,
- let them ask you - see the Jerry Springer Show or Oprah
Winfrey Show web sites where they invite show ideas.
Step 2: A persons perception of you is their reality. When the legend becomes fact, print the legend. We make instantaneous decisions about people based on looks/our perception. The same goes for websites.
It is never all right to look kind of okay in the media. Make sure you have your story and sound bites prepared and that you have practiced them.
Step 3 Create curiosity
Step 4 Enter their awareness and position yourself and your message
Step 5 Give the media the information in the format they want to receive it.
Step 6 Leverage your release to drive massive targeted traffic to your
site - develop multiple releases around keywords and keyword phrases and
current events. Don't put out a release on Sunday.
Przoom.com is free
prleap.com is free, with upgrades available.
Put a phony name in the release, so when someone calls and asks for them you
know immediately what they are calling for. Then say, sorry, they are not
available, I am the CEO, can I help?
How can I be nominated for the fast company's FAST 50?
About July 15 go to www.fastcompany.com/fast50_06 it is easy to be nominated
and it is an accolade!
Step 7 Consistent effort systemized process follow thru with editors
Bacon's media research for media lists
Profnet media query service
Burrelle's Luce Clipping Service
Dave Lakhani's How to Persuade