How to launch your web presence: a self-promotional post

The function of this blog is to provide helpful, non-promotional for marketers.

Well, today’s example is both an act of blatant self-promotion coupled with an update. We asked the 52,000+ subscribers of Peter Shankman’s HARO to enter a competition to receive a free press release. An act of self promotion? Sure. Effective? Yup. More than 1200 unique visitors in our first day or so, each viewing 8+ pages. (And, yes we will absolutely be announcing winners Monday 2/23 by 5 pm and provide the promised service of a free interview and press release.)

Even more interesting, we will report on the profile of the mostly small businesses that entered (no names, of course, without permission) and see what info we can sift from it as we return to our main job here: information that creates conversations.

Kiss Bad News on The Lips

We are drowning in a daily bouillabaisse of bad economic news. What’s a marketer to do? In crafting your PR message and strategy it comes down to three choices:

1. Ignore it:
What bad news? What’s that got to do with me? After all, I am promoting diamond rings and everyone needs one, so just stop whining and buy my shiny diamonds.

2. Circumvent it:
Let them know you know, then tell the world.
Why, it’s not really a problem. Hey, we’ve got diamond rings and maybe people are buying fewer diamond rings right now, but people always need diamond rings at some point, so buy our super diamond rings, ok?

When you ignore The Bad News you sidestep the bleeding 500 lb. gorilla in the room. Today’s Page One Story. What we marketers need to do is…

3. Embrace Bad News:
Look it square in the eye and yes, kiss it on the lips!