UTILIZE ELECTRONIC CHANNELS TOO

           Copyright 1994 Marcia Yudkin.  You may reproduce this
           entire electronic book and pass it on as shareware.  All
           other rights reserved.

               Now that you've created and used a press release, get
           more mileage from it by adapting for the online services.  If
           you've made a list of tips, like my sample, or written up an
           announcement that reads like news, you can modify it for
           posting to the commercial online services, like CompuServe,
           America Online and Delphi.

               First, avoid running afoul of "no solicitation" rules by
           deleting any reference to prices.  Second, remove the top two
           lines and the dateline, and add a byline to make your piece
           look like an article rather than a press release.  Here's
           exactly how I modified the sample press release in Chapter 2
           for posting to CompuServe.  Notice also that I added more
           biographical information and my CompuServe ID #.

           *****

                           CREATIVE PUBLICITY IDEAS PAY OFF

                                by Marcia Yudkin, Ph.D.

           Entrepreneurs, professionals and any company that offers a
           service or product can spend a ton of money on advertising
           -- or they can spend time thinking up an approach that will
           entice the media to spread the word for them for free. 
           Radio, TV, magazines and newspapers hunger for items that
           will provide useful or entertaining information for their
           listeners, viewers or readers.  According to Boston-based
           writing consultant Marcia Yudkin, Ph.D., you can get your
           fifteen minutes of fame -- along with new customers or
           clients -- by describing to the media something you've done
           that's innovative, funny or evokes human interest.

           Here are eight ways to win free media publicity, from Marcia
           Yudkin, author of SIX STEPS TO FREE PUBLICITY (Plume
           Books).

          1.  Concoct an interesting characterization of yourself
           (Rick Davis of Temple, NH, created "The Institute of
           Totally Useless Skills")

          2.  Present your ordinary program or service to an
           unexpected clientele (prisoners, kids)

          3.  Piggyback on the news or current entertainment (In the
           summer of 1993, anything about dinosaurs appeared timely)

          4.  Agree or disagree with newspaper columnists by writing
           them (Many use or mention their mail in their column)

          5.  Conduct business in an unusual setting (Hold your awards
           dinner at the zoo;  conduct board meetings in the mail
           room)

          6.  Break a record (The Guinness Book of World Records sells
           1 million copies a year)

          7.  Do something anachronistic (make house calls;  answer
           your own phone;  bring back glass bottles)  

          8.  Take the lead in complying with new legislation (e.g.,
           the Americans with Disabilities Act)

           The complete report, "66 Ways to Make You or Your Business
           Newsworthy," from which the above is excerpted, is
           available for a nominal fee from Marcia Yudkin, Ph.D., P.O.
           Box 1310, Boston, MA 02117, CIS 75200,1163 (She is a
           regular in the WORK, SMALLBIZ and PRSIG forums);  phone
           617-266-1613.

           Marcia Yudkin is the author of SIX STEPS TO FREE
           PUBLICITY (Plume Books 1994); FREELANCE WRITING:
           BREAKING IN WITHOUT SELLING OUT (HarperCollins 1988); and
           publisher of the newsletter, THE CREATIVE GLOW:  HOW TO BE
           MORE ORIGINAL, INSPIRED & PRODUCTIVE IN YOUR WORK.

           *****

               One of the files I posted on Compuserve was downloaded
           more than 700 times in the first month, and produced a phone
           call and order from The Netherlands.  Even better, unlike
           paper press releases, which sooner or later end up in the
           trash can, electronically posted releases go on spreading
           your message to potential customers for years to come.

               If you don't already subscribe to the commercial online
           services, go to the bookstore and flip through magazines for
           PC users or books about the Internet.  You should find offers
           for a free trial month on at least one or two of the
           services.  If you don't own a modem, find a high school or
           college kid to help you in exchange for credit ("Computer
           Consulting") on a resume.

               For dozens more ways to get free media attention, consult 
           SIX STEPS TO FREE PUBLICITY by Marcia Yudkin (Plume Books),
           available at your local bookstore or from (617)266-1613.