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Use "The Rock Band" Strategy for Getting Consistent Publicity
Copyright © 2002 - 2010 by Susan Harrow. All rights reserved.
Mark C. Davis Personal Fitness Trainer and former student in
my *Sell Yourself* class contacted me to let me know he
would be on KGO's channel seven news with Dr. Dean Edell. In
addition, he just received word that an article on him is
slated to appear in the June issue of Men's Health Magazine.
I asked him how he did it. Here's what he said: I borrowed
my strategy from Ray Davies of the Kinks rock band. In his
*Storyteller* show he talks about how he became a famous
successful rock star. He frequently starts a story with *I
knew a man who knew a man who knew [FILL IN THE BLANK].*
I started working at the San Francisco Bay Club in 1997.
From 1997 through 1999, I was in charge of the Signature
Health Program. My job was to call and meet new members when
they joined our club and help them get oriented. I would
test their fitness during a 90 minute appointment and then
do another one-hour training appointment.
As I was in charge of the program, I got first pick of who I
would work with. If I spotted anyone who was involved with
PR or any type of media, I made sure they were "mine."
During the 90 minute fitness test appointment, I would put
them on a treadmill and ask them their life story. After
they told me their story, they would inevitably ask me how I
got into fitness. I would pull out my 8x10 photo of me
standing on a beach at 368 pounds and say, *That was me.* (I
currently weigh 200 pounds and no longer weigh myself).
I always got a startled, amazed reaction (a couple of people
almost fell off of the treadmill). They would want to know
every detail of my transformation. I always gave them a
business card with my color before and after photos. I
literally did this with hundreds of people.
I got to know a man who knew a man who was Editor-in-Chief
of Men's Health. I kept in touch with him (he is in charge
of West Coast Advertising Sales), and after a year Men's
Health decided to do my story.
One of the people I met was the anchorwoman of a local
Spanish language TV station. She was struggling with her
weight. I told her my story in Spanish (my second language)
and the next thing I knew, I was doing a live interview in
Spanish that was broadcast by Univision all over the U.S.
and Latin America. I actually got a call from a person who
did not speak Spanish but saw my pictures on TV and wanted
to train with me.
The Dr. Dean Edell story came about because we hired a
Registered Dietician. I was involved in interviewing her and
realized she had a lot of media contacts. I told her my
story and let her know I wanted to publicize it. She told my
story to Dr. Dean Edell's producer and they jumped on it.
The story was broadcast two days in a row all over the U.S.
(not just locally on KGO).
My Men's Health story will be in the June issue (they are
currently scheduling the photo shoot). I plan on using the
Edell and Univision interview tapes along with the Men's
Health story to leverage my way onto national talk shows
such as Oprah. I am currently working on a book.
The more publicity I receive, the more people I will get to
know who know people who can help me.
If there are two things I learned and applied, they are:
-
You have to constantly work everyday at creating your own
PR.
-
Don't be afraid to ask for anything. (I remember the
exercise you did in your class where you offered a free book
if someone did the right thing. The guy that walked right up
to you and asked for it got it). I applied principle number
2.
I just found out that Oprah is looking for people like me
for an upcoming show about weight loss success stories. I
quickly sent off my tape and a one-page letter on why I
should be on the show along with a tape of my Dean Edell
interview. I remembered that a friend and fellow trainer
used to train at the club where Oprah works out. I chatted
with my friend and it turns out he trained the person who
"discovered" Oprah along with one of Oprah's producers. My
friend will introduce me to Oprah's associates.
Haven't heard anything yet; you will be one of the first to
know. I know it is extremely hard to get booked on Oprah;
but it is impossible without asking.
I guess I learned a couple of things in your class!
***SUSAN'S NOTE SUMMARY: Mark did/does a number of great media-savvy
things.
-
He incorporates PR into his daily life.
-
He makes it a point to meet and establish a relationship
with media people or people who have media contacts.
-
He
asks for what he wants over and over again.
-
He sent a tape demonstrating that he's "mediagenic" long
with a one-page letter pitching his story. (Producer's
appreciate brevity).
-
He believes in what he does.
-
He's a walking testament to his own success.
-
He's committed to other people's success.
-
He perseveres. Way to go Mark!***
Mark C. Davis is an American College of Sports Medicine
(ACSM) certified Personal Fitness Trainer at The San
Francisco Bay Club. He specializes in working with
overweight people of all sizes.
mark@xbigman.comt
415.901.9354.
P.S. To do a media tour you need both stamina and to be in
excellent physical condition. One client of mine who worked-out hard every day and said she had "endless energy" was so
exhausted after a two-week media tour she had to take a
vacation to recuperate! If you want to get into shape BEFORE
your phone starts ringing off the hook set up an appointment
with Mark or a personal trainer in the discipline of your
choice in your local area.
The Ultimate Guide to Getting Booked on Oprah" is filled
with Harrow's own personal experience, media coaching, and
success creating angles for her Oprah clients. Read
exclusive interviews with prestigious publicists.
http://www.bookedonoprah.com
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Susan Harrow, CEO of
http://prsecrets.com, is
a top media coach, marketing strategist and author of
Sell Yourself Without Selling Your Soul® (HarperCollins),
The
Ultimate Guide to Getting Booked on Oprah, and
Get a 6-
Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on
Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade,
People, O, NY Times, WSJ, and Inc. |
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