Guerrilla PR 2.0
Page 13
One of my former clients ran a traffic school. I suggested he conduct a survey on whom his students would most like to bump into on a crowded freeway. His release ran in two local papers. It was an utterly meaningless fluff story, but the press had fun with it, and my client reaped enormous exposure for his school.
How’s this for an idea? I often arrange for the mayor’s office to declare “So-and-So Day” in L.A. for one of my clients. It’s a minor favor the city provides almost any citizen for almost any reason (once we woke up to “Freddy Day” for the latest Nightmare on Elm Street movie, honoring a fictional serial killer). You get both the certificate and a good excuse to send out a release.
Once you feel comfortable writing, you can begin to stretch out. No single release may be right for every media outlet. In Guerrilla P.R., flexibility is your strength. If you need to tailor a release for one or more particular targets, by all means do so. Keep the following additional concepts in mind:
Tailor to Audience. Ultimately, you must consider the reader, listener, or viewer of the media outlet you’re contacting. Feel free to alter your wording to best suit the targeted audience.
Tailor to Outlet. The needs of TV and print journalism are different (much more on this later). For TV, think visually. Your release should entice TV to videotape. For print, that’s not as critical. Some publications are more irreverent than others. Some more newsy. Point your release in the appropriate direction.
Tailor to Location. Geography plays a role, too. If your Guerrilla P.R. plan includes a wider area than your immediate vicinity, shape your words to reflect the interests of the region you’re contacting. For example, I don’t pitch the media in Birmingham, Alabama, the same way I pitch San Francisco. You need to be sensitive to various community mores.
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Guerrilla P.R. Exercise
Okay, I’ve given you a lot of information. Take a moment to digest it all. Now, it’s your turn. Write a press release announcing your project or describing your service. Remember to lead with your most important information, and unveil the rest in descending order of importance. (In a newspaper, for example, space may become tight, and they’ll need to lop off the last couple of paragraphs of your story.)
Once you’re done with your first draft, take a good look at your release. Read it aloud. How does it sound? Does it have a conversational ring? If not, have another go at it. In editing, follow the other Golden Rule: When in doubt, cut it out. There is no piece of writing in existence that couldn’t have benefited from the blue pencil. Be merciless. Cut until you can’t cut any more. Then cut again. Don’t worry. English is the most versatile language on earth. Have fun with it!
Keep in mind the well-known advice to writers: “Murder your darlings.” If you’ve kept something in because you’re in love with your own turn of phrase, or because you have a little “in-joke” that you’re cleverly including for coworkers or friends, cut them now. Before now. This is a business document, and it must be taken seriously. It will be seen by professionals who have better things to do than admire your amazing writing talent. A press release is about getting out the information, not about your creative writing skills.
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Tips & Traps
Timing is important when sending releases. If you are announcing an event, obviously you have to send your release some time in advance. If you are looking only for a mention, ten days should suffice for a daily newspaper, three weeks in advance for a weekly tabloid. Magazines, of course, require longer leads, but they rarely run press releases.
Since speed is the most important factor in modern communication, get e-mail addresses for as many of your target media as you possibly can. E-mail is fast, it’s efficient, and best of all it’s free. Use it as much as you can without being obnoxious about it. Nobody will call back if they’re so tired of seeing your e-mails that they delete your messages before opening them.
Try sending releases to arrive on slow news days, like the day after a major holiday, or the odd fifth week of the month (many competing companies send releases regularly on the first, second, third, or fourth week of the month).
If you’re announcing an event, you may provide a summary at the end of your release, i.e., WHO: Mid-Valley Youth Center; WHAT: Annual Carnival; WHERE: Reynolds Park; WHEN: August 3, 12:00 Noon.
Follow-up is key. Wait one day after you feel the press release has arrived, then make your call (more on phone skills later).
If your release is picked up, send a thank-you note to the reporter or editor responsible. Build bridges wherever you can.
On the next few pages, I’ve reproduced several more real press releases that were serviced by my firm on behalf of clients. Each illustrates a different objective, but you will notice that all adhere to the basic rules I outlined.
This first is an example of a straight announcement, with the five W’s clearly detailed in the opening paragraph.
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FOR IMMEDIATE RELEASE
December 2, 1990
Contact: Michael Levine
LCO—Levine Communications Office Announces Dawn Miller as President & COO
After more than 22 years at the helm, publicist Michael Levine hands over the ropes to trusted partner
LOS ANGELES, NOVEMBER 4, 2005—After more than 22 years at the helm of the company he founded, LCO-Levine Communications Office, Michael Levine has announced Dawn Miller as the new president & COO of the well-known entertainment P.R. firm.
Miller joined the agency more than three years ago when she relocated from England. Joining as the P.R. director, she quickly transitioned into vice president and executive VP positions and led the company through a successful rebranding initiative that sees the company using the acronym LCO. Other initiatives Miller has already overseen include the launch of a Film division, a TV division, and a Literary department as well as leading the company through one of the fastest growth periods in its history, having more than doubled the number of clients with monthly retainers.
Speaking about the appointment, Levine said: “Over the last three years, I have been extremely impressed with the disciplined, focused management style of Dawn Miller and believe this well-earned promotion has LCO poised for its best years ever.”
Of her new position, Miller said: “I am thrilled to be assuming this position and feel proud to be leading LCO. This first three years have been a phenomenal experience, and I look forward with anticipation to even greater years ahead.”
Aside from her corporate responsibilities, Miller also personally works with clients who include Peter Guber, Robert Evans, and Jonathan Krane, among others, as well as spearheaded the much covered “Stunt Men Petition the Academy for Oscar Recognition” awareness campaign this past award season.
Utilizing her previous experience in the corporate world, where she worked with Sharp Electronics and Manchester United F.C. Miller has also expanded the company’s practice into the corporate and business arena, bringing in corporate communications projects for Tylenol, Promo Only, Louise’s Trattoria, Irell & Manella LLP, and Carmichael Training Systems, among others.
Miller’s new title of president & COO will be effective immediately. Michael Levine will move into the position of founder, and will be focusing on his publishing projects, which include the much anticipated launch of his seventeenth book “Broken Windows: Broken Business” due out next month with Warner Books (www.brokenwindows.com).
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Next is a release designed to affix an impression on the media and public regarding a client. There’s no real “news” here, but because it centers on a controversial topic and a well-known figure, this story was readily picked up by the press.
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FOR IMMEDIATE RELEASE
MICKEY ROONEY CONDEMNS “CANCER” OF DISCRIMINATION ON U.S. GOLF COURSES, VOWS TO PRESSURE SEGREGATED CLUBS
An avid golfer for over 62 years, legendary entertainer Mickey Rooney has spoken out forcefully against country clubs and golf
courses that bar blacks from membership. The issue recently came to light with the controversy surrounding a PGA tournament held at Shoal Creek Country Club in Birmingham, Alabama, a facility that never before admitted blacks.
“Of all the major sports, golf is the test of sportsmanship,” said Rooney, who has played on every major course in the world. He added, “There’s no place in sports for discrimination. Racism is the cancer of America.”
Most major sponsors of the Shoal Creek tournament, e.g., Delta Airlines, IBM, and Toyota, pulled out of the event. Rooney applauded the move. “The best way to strike back is to hit them where it hurts: in the pocketbook,” said the actor. “We have to mount continuous nationwide public pressure to guarantee that this sort of travesty never occurs again.” Thanks to the loud public, commercial, and media outcry, Shoal Creek finally changed its policy, and recently admitted its first black member.
As for his personal involvement, Rooney stated, “I will refuse to play on any course that discriminates against minorities. Golf should not be a game just for the privileged few, but should be open to anyone. It’s good that this issue has finally come to light so that the sport of golf, and the nation as a whole, can address it properly, and wipe it out.”
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Here’s a tongue-in-cheek release concocted over lunch when my client, comedian Robert Schimmel and I were feeling a little silly. This release is complete fiction, and the media knew it. But they love a good chuckle as much as anyone, and the release got tremendous coverage.
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FOR IMMEDIATE RELEASE
ROBERT SCHIMMEL PROVIDES VITAL NEW INFORMATION FOR U.S. CENSUS
(LOS ANGELES): They advertised on TV and radio, they sent information through the mail, they tried everything, but the U.S. Census Bureau still failed to get nearly a quarter of Americans to respond to this year’s Census questionnaire. So, as a public service, comedian Robert Schimmel has been surveying his audiences recently with census questions of his own. The results are quite surprising:
Eighty-four percent of Schimmel’s audience respondents expressed that they would be willing to have oral sex with Mike Tyson for a million dollars. Conversely, the same 84 percent claimed they would pay a million dollars not to have oral sex with former British Prime Minister Margaret Thatcher.
An astonishing 97 percent admitted having erotic fantasies about Robert Schimmel. Only 1 percent of respondents claim to have ever been unfaithful to their spouses.
Ninety-nine percent admit to being pathological liars. Schimmel’s audience is split down the middle, 50–50 percent, on whether peace will ever be achieved in the Middle East. Virtually all (100 percent), however, believe the Mideast peace process would move forward if Shamir and Arafat could get together at the Hefner mansion, drink a few mai-tais, and party with Miss May, June, and July in the Grotto.
The most-often reported sex fantasy for women involved rubber sheets, Brian Williams, and reduced calorie Miracle Whip.
The most-often reported sex fantasy for men involved a ménage à trois with Mrs. Fields and Jenny Craig.
Not a single respondent (0 percent) can recall having engaged in sexual intercourse with any member of the Brady Bunch within the past five years.
Bucking conventional wisdom, most people surveyed (87 percent) claimed their favorite musical artists to listen to during lovemaking were not Johnny Mathis or Frank Sinatra, but rather Grand Funk Railroad, Weird Al Yankovic, and Menudo.
Eighty-five percent feel pornography to be a blatant form of sexual exploitation and a severe blight on society, and all felt so strongly against it, they would henceforth restrict their personal use of pornography to absolutely no more than three times a week at the most (not counting holidays).
Sixty-three percent have had affairs with coworkers, employees, and clients, not so much for the romantic thrill but for the tax benefits.
Seventy-five percent believe sex is overrated.
Seventy-five percent believe themselves to be underraters.
Schimmel will present his findings to the U.S. Census Bureau, the National Institutes of Health, the U.N. World Health Organization, and Penthouse Forum. He hopes his survey will both foster better understanding between the sexes, and result in a few inexpensive dates.
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This next release was fashioned to serve two purposes: it was meant to draw attention to a new service my company was beginning to offer, and also to shine some light on one of our clients, both for the client’s benefit and for our own. It’s a straight information release, but it has a good number of goals to achieve.
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FOR IMMEDIATE RELEASE
LCO—Levine Communications Office Launches Digital Entertainment Division, Announces Online Video Network GoFish as New Client
LOS ANGELES, JUNE 27, 2007—Prominent entertainment PR agency LCO-Levine Communications Office (www.LCOonline.com) has today announced the formation of a specialty Digital Entertainment division that will focus on providing PR services and consultancy to companies who are entering, currently active in, or about to be affected by the emerging new media entertainment world. Signing on to the new division is GoFish (OTCBB: GOFH), one of the Web’s leading online video networks and a key online destination for both made-for-Internet original programming and user-generated content. The announcement was made today by LCO’s president and COO Dawn Miller.
LCO’s Digital Entertainment division will provide clients with an understanding of and connectivity within the entertainment world, building relationships with both industry contacts and the media to pave the way for project development and brand growth. In addition, the company will provide publicity to launch clients’ online ventures, handle news announcements for deals, and provide a strategic plan and guidance on how to build the brand within the advertising and business communities, critical to the success of many online ventures.
“We are very focused on the changes facing the entertainment industry and our clients today, and so we recognize a need to provide these additional services. It’s our belief that as technology and the entertainment world continue to collide we can provide some important guidance and assistance to those involved,” added Dawn Miller.
LCO will provide corporate communications to www.GoFish.com and simultaneously publicize their original made-for-Internet shows including dating show Seduce a Celeb, starring Andrew Firestone, Mirelly Taylor, and Hannah Cornett and produced by Scott Sternberg; celebrity parody Hidden Celebrity Webcam from renowned producers Howard Gordan, Rob LaZebnick, and John Collier; and Mixed Martial Arts Today, starring UFC champion Bas Rutten and providing never-before-seen footage of the training. The company will shortly announce a slate of new shows set to launch in the fall.
Other digital clients the company has represented in the digital entertainment area include www.MsDewey.com, the revolutionary search engine from MSN LiveSearch; www.NationalLampoon.com, the most trafficked humor site on the Web; www.HomeExchange.com, the online travel company featured in Sony’s The Holiday; and www.PromoOnlympe.com, the music industry’s leading digital delivery system from labels to radio broadcasters.
LCO’s Digital Entertainment division will be spearheaded by LCO president Dawn Miller, with additional management and development from Account Manager Alastair Duncan. The new division will join the company’s existing structure, which includes strengths in Film, Publishing, Talent, and Corporate Entertainment & Leisure.
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Notice in that example how the first paragraph, although about our new service, very clearly highlights the client, and how the fourth and fifth paragraphs are about clients, not about us. It’s not because we’re so altruistic that we don’t want to hog all the publicity—it’s that the news hook here is about how we’ve gotten a big-name Web client to launch our digital division, and we want to gain a little respect and newsworthiness in association with them. It also allows the release to talk about aspects of our new service by illustrating them with the types of clients alre
ady being served.
The press release will be the bread and butter of your campaign. Unlike unwanted phone calls, poorly attended press conferences, botched publicity stunts, and other potential nightmares, you can’t go wrong with a press release. If it’s well composed, contains useful or intriguing information, and passes the media test as a legitimate news piece or feature story, you will have success. A press release can never ruffle anyone’s feathers. Either the reporter will be hooked or he won’t.
To prove it, I’ll close this section with a story about persistence. An author doing his own P.R. for a book he’d just published ardently desired to get a review in an important regional paper. He sent a press release and a copy of the book to the paper’s editor, who thought it presumptuous for the author to promote himself. The editor threw the package away. The next month, an identical package arrived on the editor’s desk, which was also tossed.
This went on for eighteen months straight. A press release would arrive, and the overworked editor would trash it. Finally, out of sheer exasperation and admiration for his tenacity, the editor met with the writer and found that he loved the man’s ideas. A big story ran in the paper, and the author sold a great number of books. If he can hang in there, so can you.
Snap Decision
You furnish the pictures and I’ll furnish the war.
—William Randolph Hearst
When Paul “Pee-Wee Herman” Reubens was arrested inside an adult movie theater in Sarasota, Florida, in the summer of 1991, he may have felt his reputation was damaged beyond repair. Not true. It didn’t truly suffer until a few days later, when the indelible image of his mug shot blanketed newspapers and TV screens across the country. Nothing said more about Reubens’s misfortune at that time than those searing images of his scruffy, forlorn face.