Getting Your 15 Minutes of Fame and More! : A Guide to Guaranteeing Your Business Success

by Edward Segal

• ISBN13: 9780471370581
• ISBN10: 0471370584
• Format: Paperback
• Copyright: 2000-04-01
• Publisher: Wiley

Summary

A GUIDE TO GUARANTEEING YOUR BUSINESS SUCCESS Everything You Need to Know to Get Your Products, Services, or Expertise into the Public Spotlightand Stay There! Praise for Edward Segals Getting Your 15 Minutes of Fame And More! "In Edward Segals Getting Your 15 Minutes of FameAnd More!, readers will discover the ease of becoming famous as well as the ways to handle fame. The book demystifies the mysterious process of obtaining free publicity and does it in a wonderfully readable and engaging style. The book is so well written that enjoyment and enlightenment go hand in hand."-Jay Conrad Levinson, author of the bestselling Guerrilla Marketing series of books "Edward Segal perfectly captures the challenges, opportunities, and rewards of fame, and provides all the tools you need to help achieve your desired level of public recognition. Great reading!"Sergio Zyman, author of The End of Marketing As We Know It-Former chief marketing officer of the Coca-Cola Company With this book, public relations guru Edward Segal does for you what hes done for more than 500 high-profile clients nationwide: he helps you to achieve and manage the fame you crave and deserve. In lively, bite-sized chapterspeppered with revealing anecdotes about and quotes from notables in the worlds of business, high technology, entertainment, sports, and moreSegal arms you with proven tools and techniques for getting your company, organization, or self squarely in the public spotlight, and staying there. Throughout the book, youll also find instructive, often hilarious "Hall of Fame/Hall of Shame" accounts of some of the most successful and disastrous uses of these techniques.

Author Biography

EDWARD SEGAL, president of his own public relations firm, is one of North America's most well-known PR experts, providing public relations advice and counsel to Fortune 500 companies, government agencies, and trade associations, including MCI, Ford Motor Company, Marriott Corporation, Cable & Wireless, National Park Service, and the Air Travelers Association. His bylined articles have appeared in the Washington Post, the New York Times, and the Wall Street Journal.

Table of Contents

Introduction	xiii
PART I How to Get from Here to There	1	(58)
Prepare Your Roadmap to Fame
What's in It for Me?	3	(2)
The Benefits and Advantages of Fame
First Things First	5	(7)
Take This Pop Quiz
Not Yet Ready for Prime Time?	12	(2)
Why Fame May Not Be for Everyone
You Don't Have to Be Rich to Be Famous	14	(4)
Fame on a Shoestring
It's a Jungle Out There!	18	(5)
The Opportunities and Competition to Become Famous
Your Fame IQ	23	(2)
Take Stock of Your Products, Services, Expertise, and Accomplishments
Brand Yourself	25	(4)
If It Works for Coke and Disney, It Can Work for You
Hit the Bull's-Eye	29	(4)
Define, Target, and Find Your Audience
Once upon a Time...	33	(3)
The Importance of Being a Storyteller
Why Not Just Buy an Ad?	36	(3)
The Difference between Advertising and News Coverage
Keep It Simple, Stupid	39	(2)
Prioritize, Prioritize, Prioritize
Do You Have Any Idea What You're Talking About?	41	(2)
The Importance of Research
Picture This!	43	(4)
Why You Need Visuals
Plot Your Route to Fame	47	(6)
Prepare Your Plan
Before You Begin the Trip...	53	(2)
Test Market Your Plan
Fame Doctors	55	(4)
Find and Work with PR Agencies and Consultants
PART II Getting Your Act Together before You Take It on the Road	59	(72)
What Your Mother Never Told You about Being Famous
It May Be English, But It's All Greek to Them	61	(2)
Know Your Audience
It's Not What You Say, It's What They Hear	63	(1)
Don't Overestimate the Public's Intelligence
Speechless in Seattle (or Anywhere Else)	64	(4)
Overcoming Your Fear of Speaking in Public
Boo!	68	(3)
Are There Skeletons in Your Closet?
Do as I Say, Not as I Do	71	(2)
Setting Good Examples ... and Bad
Being Famous Means Always Having to Say You're Sorry	73	(3)
Apologize for Your Mistakes
One Size May Not Fit All	76	(2)
The Importance of Tailoring Your Story
3...2...1	78	(3)
Timing Is Everything
Creativity Counts	81	(3)
But Don't Go Overboard
They Don't Have Horns or Eat Their Young	84	(6)
Understanding and Getting Along with the Media
Your Checklist for Interview Success	90	(9)
What to Do or Say before, during, or after You Meet the Media
The Magic Nine Seconds	99	(8)
All about Soundbites and Inkbites
It's What You Wear and How You Wear It	107	(4)
Dressing for the Press
Public Posturing	111	(2)
Right and Wrong Ways to Sit and Stand during Interviews
Overcome Murphy's Law of Fame	113	(2)
Ensure Your Success
Oops!	115	(3)
What to Do When News Organizations Make Mistakes
Sometimes It's Not Who You Know, But Who Knows about You	118	(3)
Be a Resource to Editors, Reporters, and Columnists
Insights Served on a Silver Platter	121	(3)
Why and How You Should Study the Media
If You Think You Have Problems	124	(4)
Challenges Facing News Organizations, and How You Can Take Advantage of Them
I Think I Can ... I Know I Can!	128	(3)
Stay Focused and Be Determined
PART III The Eight Gateways to Fame	131	(28)
It's Black and White and Read All Over	133	(7)
It Must Be True. I Saw It in Writing!
It's Just like Radio, Except It Has Pictures	140	(3)
How to Do Television News Interviews
It's Just like Television, But without Pictures	143	(2)
How to Do Radio Interviews
Can You Hear Me? Am I on the Air?	145	(3)
Being a Guest on Radio Call-In Shows
Sudden Impact	148	(2)
Newswire Services
Okay, So It May Not Be The Wall Street Journal, But It'll Do	150	(3)
Newsletters
Tower of Babel or Great Equalizer?	153	(3)
Using the `Net to Catch Fame
The Secret of Eternal Life	156	(3)
Computer Libraries and Databases
PART IV So That's How They Do It!	159	(48)
The Tools of the Trade and How to Use Them
A Storyteller's Best Friend	161	(4)
News Releases
Just the Facts, Ma'am, Just the Facts	165	(1)
Fact Sheets
The Whole Enchilada	166	(2)
Press Kits
A Special Invitation	168	(2)
News Advisories
It's Worth a Thousand Words	170	(1)
Pictures and Cutlines
I Was Born in a Log Cabin...	171	(4)
Biographical Profiles
Everyone Is Entitled to My Opinion	175	(2)
Op--Eds and Bylined Articles
Dear Sir:	177	(1)
Letters to the Editor
Lights, Camera, Action!	178	(3)
Video News Releases
All News, All the Time	181	(2)
Audio News Releases
You're Probably Wondering Why I Called You Here Today	183	(8)
News Conferences
Say Cheese!	191	(1)
Photo Ops
How to Be in Two Places at Once	192	(3)
Satellite Media Tours
If It's Tuesday, This Must Be Cleveland	195	(2)
Multicity Media Tours
Extra! Extra! Read All about It!	197	(3)
Getting the Word Out
Do I Have a Story for You!	200	(3)
Story Pitch Calls and Letters
All Your News That's Fit to Print	203	(1)
Newsletters
Your Own Crystal Ball	204	(3)
Editorial Calendars
PART V First, You Have to Get Their Attention	207	(56)
News Hooks and Story Angles
Grand Openings	209	(2)
Start a Company or Organization
Now at Stores Everywhere!	211	(3)
Introduce a Product
Keep Ahead of the Competition	214	(2)
Provide a New Service
According to...	216	(6)
Serve as a Spokesperson
We're Proud to Announce...	222	(2)
Tell the World about New Clients, New Employees, or Staff Promotions
Show and Tell	224	(2)
Demonstrate or Discuss Your Expertise
Blow Out the Candles	226	(3)
Celebrate an Anniversary or Milestone
This Program Is Brought to You By...	229	(2)
Sponsor or Participate in a Conference or Trade Show
And in Conclusion...	231	(2)
Make a Speech
You Don't Have to Be Tom Clancy	233	(2)
Write a Book
Now on Newsstands Everywhere!	235	(2)
Publish or Be the Subject of an Article
50 Million People Can't Be Wrong	237	(3)
Commission a Public Opinion Poll
We'll Be Back after This Commercial	240	(2)
Pay for Advertising
Nine Out of Ten Doctors Say...	242	(3)
Do a Survey
Hitch Your Wagon to a Star	245	(4)
Use Celebrities to Boost Your Visibility
Kill Two Birds with One Stone	249	(2)
Conduct a Study
The Envelope, Please	251	(3)
Sponsor or Win a Contest
For a Limited Time Only	254	(2)
Hold a Sale, or Give It Away
I Don't Want to Say That I Told You So, But...	256	(2)
Issue a Warning or Raise a Red Flag
Be a Good Samaritan	258	(1)
Do a Good Deed or Charitable Work
Put Your Money Where Your Mouth Is	259	(4)
Hold a Fundraising Drive
PART VI From Fame to Infamy	263	(18)
When Bad Press Happens to Good People
Bad Things Only Happen to Other People, Right?	265	(9)
Create Your Image Insurance Policy
Just in Case You Need It...	274	(7)
Prepare Your Crisis Communications Plan
PART VII ``Thanks for Having Me Back, Oprah''	281	(10)
Now That You're Famous...
Don't You Know Who I Am?	283	(2)
Find Out How Famous You've Become
Be Careful What You Wish for...	285	(6)
Don't Let Fame Go to Your Head
Glossary	291	(3)
Resources	294	(11)
About the Author	305	(4)
Index	309