Fortune Magazine and Viral PR

So a lot of people have been writing in and asking me how I managed to garner a full-page feature story on my Expertizing.com workshops in Fortune Small Business Magazine.

Iíll ífess up all to the subscribers of my free Expertizing newsletter on getting more media attention for your book & biz in the next issue (Sign up now at PublishingGame.com so you don't miss it!).

But here I wanted to come clean (and if you haven't seen the Come Clean ad, www.ComeClean.com, itís worth a peek) about the value—and necessity—of meta publicity, or viral PR.

Getting a full-page feature in a major business magazine has been great for my book sales and business. But Fortune Small Business doesn't go to everyone in the world—their subscribers number a paltry million people. So here's what else I did to spread the word:

1. I put up a mention of the Fortune coverage at both the PublishingGame.com and Expertizing.com websites.

2. I mentioned it on all the writing, publishing, and promotion listserves I frequent.

3. I sent out a press release detailing the coverage. (Google Fern Reiss and look at the PR Web press release.)

4. I added the press release to the media page of the Expertizing.com site.

5. Based on the press release, I got several additional requests for articles on Expertizing (including from Steven Covey's Sales and Service Excellence newsletter) and many interviews with other publications, including Bulldog Reporter's Media Relations. (These, in turn, will generate other sales.)

6. I'm expanding on some of the details of how to get big stories like the Fortune feature in my online syndicated column which goes to thousands of ezines and websites monthly.

7. I wrote a letter to the editor of Fortune, to see if I could also wangle my way into next month's issue.

8. And I included it in my publishing blog at www.PublishersMarketplace.com/members/PBJPress/

So when you think you've exhausted all the media attention you can, think again. There's almost always some more meta-marketing to be wrung out of your PR.

Fern Reiss is the author of The Publishing Game: Bestseller in 30 Days (book promotion), The Publishing Game: Find an Agent in 30 Days (literary agents), The Publishing Game: Publish a Book in 30 Days (self-publishing). For more information on Publishing Game books, workshops, and consulting, and on getting your book and business featured in the national media, sign up for the complimentary PublishingGame/Expertizing email newsletter at http://www.PublishingGame.com. Copyright © 2005 Fern Reiss


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