Dan Janal | Publicity and PR Leads Blog

J. Mark Davis, Valitus Group, Inc., http://www.valitusgroup.com asks:

See this link for a quote of mine that was used in today’s edition of USA Today: http://www.usatoday.com/money/workplace/2006-08-21-salaries-usat_x.htm. I am still trying to figure out what makes sense in terms of reprints and website posting. The latter seems a bit steep – $1000 for posting the article on my website for one year. Does this sound typical? Thanks.

Hi Mark,

Many publications make serious money by selling reprint rights. You should also be aware of the copyright laws:
1. You cannot print the article in full on your site, nor can you print their logo, unless you have permission.
2. You can link to the article on the publication’s web site. You don’t have to ask permission.
3. You can use 2-3 sentences from the article without permission (i.e. USA TODAY calls Dan Janal “a true Internet marketing pioneer” which they in fact, did write.)

If the article can really help you build your business, then you might want to bite the bullet and pay the big bucks. Consider it advertising. I wouldn’t do this if there were a 2-line quote. I’d just say “I was quoted in USA TODAY on August 20, 2006.”

I’d also suggest you send the link to the article in an email tto everyone you know — present clients, former clients, prospects, everyone!

I interviewed PR legend Raleigh Pinsky on “Now That You’ve Gotten Publicity, What Do You Do” and created a CD from the talk. You can hear Raleigh’s tips and tactics that anyone can do when you listen to the CD. Raliegh, by the way, was the PR person for Sir Paul McCartney, back in the early years!

I hope this helps.

Send your questions about publicity and marketing to me at dan@prleads.com. I’ll try to answer as many as I can.

Dan Janal
Your Fearless PR LEADER
PR LEADS Expert Resource Network
www.PRLEADS.com

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Sunday mornings are my favorite day of the week – but not for the reason you think.

You seek, every Sunday morning, the New York Times arrives at my doorstep and I read the “Career Couch” column in the business section. Without fail, anywhere from 3 to 5 PR LEADS clients are quoted in that column! What a great way to start the day!

Of course, I let my clients know they’ve been quoted in the New York Times so they can reap the benefits. Since many people don’t subscribe to the NY Times, this is the first way they’ll know they’ve been quoted.

Isn’t that the way with most publicity? Most people don’t read every publication unders the sun, and even if they did, they’d probably be looking for their names, not yours!

So the question is, “How can I let people know that I’ve been quoted?”

Simple.

Send them an email with a link to the article and a subject line that says “Joe Jones quoted in the NY Times.”

Send this email to everyone who is in a position to help you: your clients, your former clients, your prospects. Even send it to you banker in case you need a loan one day. Send it to your mother-in-law so she finally knows what you do!

I interviewed PR legend Raleigh Pinsky on “Now That You’ve Gotten Publicity, What Do You Do” and created a CD from the talk. You can hear Raleigh’s tips nd tactics that anyone can do when you listen to the CD. Raliegh, by the way, was the PR person for Sir Paul McCartney, back in the early years!

Dan Janal
Your Fearless PR LEADER
www.PRLEADS.com

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This is a question I hear often. Fortunately, I have three important answers.

1. Bob Pike, the legendary trainer, told me that all speakers should strive to be the go-to guy, the only person that meeting planners think of when they say “I need a speaker.” (of course, you can substitute the word speaker for consultant, trainer, etc.)

Unfortunately, most speakers are commodities and they all get lumped in with all the other people who offer the same services and speeches.

You need to break out from the pack.

2. I might boldly suggest you can do this with publicity in the mainstream media (http://www.prleads.com/) or with a targeted plan to publish articles on websites read by your target market (http://www.prleads.com/article.htm) but that would be too self serving.

3. So point to another NSA legend Thom Winninger, a past president of NSA and winner of every award and honor known to speakers.

In a speech to NSA about six years ago, he shared his formula for being the “go-to guy” in three industries. I don’t remember the entire speech, but a few points still stand out.

1. Select a market. You can’t be all things to all people. And people will pay you more if you an expert in their topic. So forget the rational of “I speak to everyone on everything.” That’s how you become a commodity.

2. Become an indispensable member of that community. Thom volunteered to write articles for their trade magazines, serve on advisory boards and committees, and just be available for them. Who do you think they are going to hire when they need a speaker or consultant? The guy they know.

Follow the advice of these NSA sages and your branding, name recognition and sales will no doubt increase.

Additional resources:
- I interviewed branding expert William Arruda about how authors, speakers and consultants can do “personal branding.” For info, see http://www.prleads.com/club-arruda.htm

- I interviewed with publicity expert Joan Stewart on how to create an expert personae for the media. For info, see http://www.prleads.com/club-expert.htm

Dan Janal
Your Fearless PR LEADER
PR LEADS Expert Resource Network
www.PRLEADS.com

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