A disabled homeless female veteran who served in the Iraq War, with her pet Chihuahua, at San Diego Stand Down 2007 In our quest to attain publicity for our latest documentary, "The Invisible Ones: Homeless Combat Veterans," today's Google Alert has informed me that a local e-zine called East County Magazine wrote up an entire page about it. When it comes to publicity, as author Judy McColl advises, you have to be like a "dog with a bone."
First, you write up the all-important press release. If you don't know how to do one there are hundreds of examples that are just a click away on Google or whatever search engine you prefer.
Second, have a close friend, or two, or three, check out your press release for any errors. A second (third, or fourth) pair of eyes are invaluable and can usually spot something you may have missed. Believe me, even eagle-eyed moi has made mistakes in this arena, to the extent that one of our video box covers has the most glaring typo in the universe and yet somehow everyone missed it, including the graphic artist who committed it, my hubby, me, and the printer. Doh!
Next, acquire a list of all publications, both printed and online, that you think would be interested in the nature of your press release. You should fashion the press release to the publication. This is what is known as a targeted approach rather than a "shotgun" approach where you are scattering your bullets like a freaked out terrorist on the show, "24." You want each and every "bullet" to count.
Once you are completely confident that your press release has the who, what, when, where and why of your topic, fire away. I think that most bloggers can easily do it, as we are in love with words, and it's all about spreading the word. Be sure to include any related photographs with your press release; give the publication a "choice" of ones you want to see printed. Since "a picture is worth a thousand words" you can really cash in when your chosen publication(s) publish your story. All you have to do is give 'em what they want.
Check out East County Magazine's spread on "The Invisible Ones".