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How to be Your Own Publicist Paperback – June 15, 2002
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From the Back Cover
"Excellent." -Jack Faris,CEO, National Federation of Independent Business
"A breakthrough." -Jim Rohn, Mentor to Les Brown, Harvey Mackay, and Tony Robbins
Do-it-yourself playbook shares insider secrets for scoring positive publicity
Every entrepreneur knows that no matter how good his or her product or service, getting the word out is the key to success. While most think boosting business requires breaking the bank on paid advertising, publicity is a credible alternative for pumping up a company's profile without spending all of the profits. In How to Be Your Own Publicist, PR maven Jessica Hatchigan proves that you don't have to run a Fortune 500 company, have a bottomless budget, or hire an outside PR firm in order to garner print and broadcast media attention.
With this fast-paced, step-by-step playbook to the insider secrets of the publicity game, anyone can learn the basics of the biz--targeting your audience, courting the media, packaging your information, and leveraging your success. Tried-and-true tips will teach you how to:
- Zero in on the newsworthy aspects of your business
- Craft and distribute an effective news release
- Create a captivating press kit that won't get dumped in the circular file
- Maximize your publicity efforts with a far-reaching online campaign
Written in an engaging style and packed with user-friendly checklists, templates, and sample documents, this guide provides all the tools necessary to generate major media buzz. You'll bask in the benefits of positive publicity as you pull customers to your business, make those you approach more receptive, and add to your professional prestige. Whether you're a small-business owner, solo service provider, or nonprofit organization, following the simple strategies in How to Be Your Own Publicist can make you a success.
About the Author
Jessica Hatchigan is an award-winning writer and publicist and the owner of Greenbriar Communications , a public relations company whose clients include General Motors, Ford Motor Company, and Comerica Bank.
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Top customer reviews
It is so well written and step by step. I put out my first press release after reading the first few chapters. Something I'd been meaning to get to for a few months now but had been to unsure about step one.
It's content rich and easy to understand.
The author thourghly breaks down what is news worthy and what is not. She shows you how to make things that may not seem so news worthy very much of interest to the media.
There are countless real life examples of how what she teaches you plays out in real life.
Thankfully, I found the book to be neither. How to Be Your Own Publicist finds a great middle ground between people who just want to get attention for their cause/business/writing/blog and people who are getting ready to head up the PR department in their own small business. The book is easilly accessible for those with no marketing background, with plenty of meat for people with more experience.
The most valuable parts of the book for me were the sections on creating press kits and writing press releases. I'm looking at moving my podcasting beyond just a hobby, and I learned a lot that I can use to promote both my podcasts and myself as a podcaster. I'll be making use of those ideas in the very near future.
There are also valuable sections on getting yourself recognized as an "expert" in your field - leading to radio and TV interviews where you can let people know about your product/service/company. Hatchigan also covers what not to do, including the infamous "soup to nuts" speeches where you overload your audience with too much information. She also cautions budding publicity hounds to use "publicity stunts" with great care - don't let the stunt overshadow what you're trying to promote. This reminds me of commercials that I see all the time, witty, memorable skits that leave you humming the tune but wondering what they were trying to sell.
Knowing how to attract attention to your business - or your blog, or your podcast - is important. Being able to create not only an impression, but also a memory - and a good one - is also important. How to Be Your Own Publicist shows you how to do both.
From creating a 'hook' for your product to crafting news releases and pitch letters, Hatchigan covers it all. Bonus Points - concise tips with real life examples of strategies that work, are scattered throughout the book. Easy to use templates help the amateur, and even a professional could use the book as a quick guide to prepare for television and radio appearances and use the many resources in the back of the book.
As an author, I intend to implement many of the suggestions in How to Be Your Own Publicist, and recommend the book to anyone like myself - someone eager to maximize publicity efforts.
How to Be Your Own Publicist reminds me of Michael Levine's Guerrilla PR: Wired. Both books tell you how to wage an effective campaign without mortgaging your house!
Hatchigan focuses on the key areas--find the newsworthy aspects of your product, how to write an effective release, how to get the release noticed. Without a doubt, this book is incredible! I'm constantly going back to it. If you want to be your own publicist, then I really suggest getting How to Be Your Own Publicist.