Marcia Yudkin - 6 Steps to Free Publicity: For Corporate Publicists or Solo Professionals, Including...Publishers, Consultants, Conference Planners, Politicians, Inventors

Cover

Page 1

R EVISED E DITION

For corporate publicists or solo professionals,
including... publishers, consultants, conference
planners, politicians, inventors, artists,
psychotherapists, and anyone else looking
to attract media attention to their business or cause

Marcia Yudkin

Page 2

Copyright 2003 by Marcia Yudkin

All rights reserved under the Pan-American and International Copyright Conventions. This book may not be reproduced, in whole or in part, in any form or by any means electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system now known or hereafter invented, without written permission from the publisher, The Career Press.

6 S TEPS TO F REE P UBLICITY , R EVISED E DITION
E DITED BY J ODI B RANDON
T YPESET BY S TACEY A. F ARKAS
Cover design by Lu Rossman/Digi Dog Design
Printed in the U.S.A. by Book-mart Press

To order this title, please call toll-free 1-800-CAREER-1 (NJ and Canada: 201-848-0310) to order using VISA or MasterCard, or for further information on books from Career Press.

The Career Press, Inc., 3 Tice Road, PO Box 687,
Franklin Lakes, NJ 07417
www.careerpress.com

Library of Congress Cataloging-in-Publication Data
Yudkin, Marcia.
6 steps to free publicity : for corporate publicists or solo professionals,
including publishers, consultants, conference planners, politicians,
inventors, artists, psychotherapists, and anyone else looking to attract media
attention to their business or cause / by Marcia Yudkin. Rev. ed.
p. cm.
Rev. ed. of: 6 steps to free publicity and dozens of other ways to win
free media attention for you or your business. c1994.
Includes index.
ISBN 1-56414-675-8 (pbk.)
1. Industrial publicity. 2. Press releases. 3. Small businessPublic relations. 4. Small businessManagement. I. Title: Six steps to free publicity. II. Title.
HD59.Y83 2003
659dc21 2003040919

Page 3

In memory of my mother, Florence Yudkin,
the best press agent a daughter could have.

Page 4

Most of all, I'd like to thank the editors of Bottom Line/Personal, who printed an offer for the four-page version of Six Steps to Free Publicity that lay the groundwork for this book. Special thanks as well to Deb Brody, Diana Finch, Mike Lewis, and Marilyn Allen for their midwifing of the book; my sister JJ for ongoing legal advice; and my sister Gila for helpful feedback on the first edition. Thanks especially to all my interviewees for graciously sharing their stories.

Page 5

Page 6

Page 7

Much has changed since the first edition of this book appeared in 1994. The Internet, which then consisted primarily of e-mail, was still the province of techies, college professors, and adventurous businesspeople. Although I had an e-mail account from a teaching position I had recently quit, I was not yet online in any serious or concerted fashion. At the last minute, Deb Brody, my editor, asked me to include something about online publicity and gave me the name of one of her other authors to interview. Bill Adler's experiences piqued my curiosity about promotional opportunities online, and very soon after I handed in the final manuscript of the first edition of