NONE: Re: ONLINE-ADS>> Making the most of 15 minutes...
Re: ONLINE-ADS>> Making the most of 15 minutes...
Bob Keener (bkeener_at_tiac.net)
Tue, 09 Jun 1998 17:14:45 -0400
Greg Hicks <ghicks_at_earthlink.net> wrote on:Mon, 08 Jun 1998 16:49:35:
<SNIP>
>How do you make the most out of your 15 minutes?
>We've been contacted by a producer for the CNBC show Equal Time about a
>possible appearance on the show (maybe Thursday June 11th) debating the
>pros and cons of Dead Pools. We've received a fair amount of press
>coverage to date (newspapers and radio shows mostly), but we think this
>is an opportunity to start generating some national coverage. We've
>considered sending out press releases via the PR Newswire, but wonder >if
>that would have any impact. And no, we don't have much of a budget.
>
>I realize my question might be better answered in the context of a
>complete marketing and PR campaign, but any suggestions would be
>appreciated.
Weeehoo, a PR question!
I think what you're talking about about is trying to create a media
event, similar to a news announcement (even though you have no news) or
a book/movie/album tour. Your problems include how to generate a sense
of urgency (so people will listen to you and cover you _now_) and how to
maximize the controversy/tension that is responsible for the attention
you're getting (so that it can escalate to a national story). Here's a
major simplification to an approach (hey, if it were really this easy,
we couldn't charge the really big bucks):
First, decide what's the most intriguing story. Is it that people would
play such a warped game? Or is it the kind of picks people make? Or is
it the kind of people who would operate a Web site that hosts such a
game? _Don't_ put the story into a release and send it out on the
wire! Journalists want to get their own version of the story. Ideally,
they want to "discover" the story themselves. (BTW: there are a few
decent ones who lurk here, so you may already be on the way.)
Second, how good are(is) your spokespeople(person)? Are you dynamic,
quirky, interesting? Can you keep an interviewer enthralled with
anecdotes, opinions and new facts for a solid half hour? Use your time
on Equal Time to prove it -- that may be enough to get you going.
Third, roll out your tour. For example, pick a two-week period at least
three weeks away and start contacting all your top-tier news outlets to
book telephone interviews (in that two-week period). It may take you
three weeks to actually connect with many outlets. Load the weeklies
(and longer-deadlined outlets) early and put the dailies and real-times
toward the end (that way you're not showing prefential treatment to
anybody). To help with the urgency issue, you may want to hint about
other outlets you're booked with.
If there's a good amount of interest, you could have a bit of a frenzy
on your hands. That could get dicey. PR people spend a lot of time and
energy crafting things to create a frenzy and they should be experienced
in managing the frenzy so you don't inadvertently upset anyone.
Afterall, you don't want to blow your 15 minutes. I wouldn't be much of
a professional if I didn't urge you to get professional help, especially
in that case.
Best of luck,
Bob
--
Bob Keener Tel 781/647-0030
Keener Communications Fax 781/647-4816
397 Moody Street, Waltham, MA 01254 bkeener_at_tiac.net
PR and Marketing Communications for High-tech and Internet Companies
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