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Table of Contents

1. Editor's Musings
2. Article: Pouncing on Reporter’s Leads by Marcia Yudkin
3. Recommended
4. Internet Sites Reviewed
5. Freebies and Other Good Deals
6. Joke of the Week

1. Editor's Musings

It's two days till tax time, here in Canada. Not a favorite time of year for most of us, I'm afraid. Here's hoping that my accountant gets my forms ready in time, and that the news isn't too painful.

2.Article:Pouncing on Reporter’s Leads by Marcia Yudkin

You see a notice from a reporter seeking examples for an article. You should:

1. (A) Ignore it.
2. (B) Reply immediately to say you have a good story for him/her.
3. (C) Reply immediately with your complete story.
4. (D) Consider the request for a few days rather than acting hastily.

For more than two years this question has been part of a quiz at my Web site, and a majority of those taking the quiz have guessed the answer was (B). Wrong. That means that most people who see a reporter's query, either through a leads service such as ProfNet or PR Leads or on a discussion list, may miss their chance for 15 minutes of fame.

A reporter's notice might look like this:

For an article for a national business magazine, I am seeking businesses that have turned less than a thousand dollars in initial investment into more than a million dollars in annual sales in less than 10 years. Respond by this Friday to areporter@reporters.net.

My quiz respondents think the thing to do is to reply simply, "I fit your criteria. Here's how to reach me..." The correct answer, though, is (C), replying with the complete story. Why?

Assume that the reporter receives a flood of replies, as usually happens. Most likely, enough of those have supplied a full, enticing and relevant story for the reporter to complete his or her research without contacting you.

Factor in the deadline, too, and you'll understand you can lose your chance for the spotlight because of the delay created by making the reporter write back, "Tell me more" and wait for your reply.

In addition, to some reporters, the reply "I fit the bill. Here's how to reach me..." shows a self-centered lack of common sense and courtesy. You set up a hurdle for them to cross rather than making it easy for them to perform their job.

In recommending that you reply to a reporter's appeal with your complete story, I don't mean that you have to spend an hour typing detail after detail. Rather, provide the basic facts that demonstrate that you are what they're looking for, along with the fundamental who, what, when, where and why or how of your situation. For instance:

My name is Kathy Kaminar, and I own a cotton candy company in Missoula, Montana, with $1.5 million in annual sales. I launched the company in 1993, when I was 17 years old, at the Missoula State Fair, with an investment of $200 for supplies. I now have 27 employees, mostly part-time. Although all my sales are offline, I do have a Web site: http://www.kathys.biz. Here's how to reach me...

The Web link provided there is excellent, because it enables the reporter to obtain further information about your organization and a general impression before interviewing you. Don't send any attached files, much less a gargantuan history of your firm, previous press clips, photos and so on unless and until the reporter requests them.

You might still strike out following these suggestions, but you would have upped the odds of success as high as possible.

Marcia Yudkin (marcia@yudkin.com) is the author of the classic guide to comprehensive PR, "6 Steps to Free Publicity," now for sale in an updated edition at Amazon.com and in bookstores everywhere. She also spills the secrets on advanced tactics for today's publicity seekers in "Powerful, Painless Online Publicity," available from http://www.yudkin.com/powerpr.htm =========================================

3. Recommended Product: *** Turbo Notes ***

I've discussed this tiny little utility before, but it bears repeating. TurboNotes is a "sticky note" that runs on a PC desktop. It's a small application but big in terms of what it does.

I use Turbo Notes to keep daily reminders on my desktop. I also keep a couple of complex, but regularly used passwords on a desktop sticky note. It's faster than opening my password software whenever I need one of these passwords. Also, TurboNotes is hyperlinked, so you can click on an Internet URL or access a file on your network.

You can also use TurboNotes to send messages across a network or the Internet. You can keep track of dates with the scheduler function. You can do calculations without a calculator. You can hide the notes, bring them to front, lock them in place, or customize them in various ways. I use this utility every day.

Why not try it out? It's free for 30 days, and then you are encouraged to register for the princely sum of about $10.

4. Internet Sites -- reviewed by June Campbell

*** Time Covers
View the covers of Time Magazine from 1923 till now.

*** New Business Reality Show
Apply to be a contestant on a new Business Reality Show.

*** Find Your Favorite Radio Show
Find out if your show broadcasts on the Net.

*** Slang-uage
Discover the slang used in major cities of the globe.

4. Freebies and Good Deals

A.Internet Business $39,700 U.S Own highly rated Internet Business. $39,700 U.S. investment. Complete training and support. Home or office based. Proven system. 700 franchises in 87 countries. Serious inquiries. Visit:
www.wsicorporate.com/

b. Where Writers, Publishers & Online Entrepreneurs Connect
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d. ! Discount Software for Students and Educators!
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6. Joke: Answering Machine Messages

Hello, you are talking to a machine. I am capable of receiving messages. My owners do not need siding, windows or a hot tub, and their carpets are clean. They give to charity through their office and do not need their picture taken. If you're still with me, leave your name and number and they will get back to you.

This is not an answering machine. This is a telepathic thought-recording device. After the tone, think about your name, your number and your reason for calling, and I'll think about returning your call.

Hi. I'm probably home, I'm just avoiding someone I don't like. Leave me a message, and if I don't call back, it's you.

Hi, this is George. I'm sorry I can't answer the phone right now. Leave a message and then wait by your phone until I call you back.

Please leave a message. However, you have right to remain silent. Everything you say will be recorded and will be used by us.

To subscribe to this newsletter, visit this link.

"How to Booklets"-- topics include business proposal writing, business plan writing, brochure writing,an independant contractor's agreement, a sample joint venture agreement and more. Click www.nightcats.com