"Can One Person Make Eye Contact

with Millions of People Each Day?"

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The clue is public relations, which is behind almost every media mention that you read. ... Our publicity campaign can get you to be the "expert" in the media too.

(...continued...)

fund-raiser for Bosnian women and children with Sophia Loren as Hostess. Problem: As the situation in Yugoslavia was in crisis, we had to prepare the event in as little as two weeks' time. This kind of event usually takes at least four months' preparation. Solution: Sophia Loren and a lot of other celebs were sent to every major television, radio, and newspaper outlet in Los Angeles  to inform everyone of the event. We also did a press conference just prior to the event. Result: We raised $3 million dollars in one night. That's the power of PR.

 

Vincent Bugliosi

World's most famous prosecutor, Vincent Bugliosi, credits Ilene Proctor for putting him on C-SPAN.

     My history with Vincent Bugliosi is one for the PR books. Because of the controversial nature of his book, The Prosecution of George W. Bush for Murder, Vince's original publicist, a very pricey Park Avenue firm, was only able to obtain three interviews in two months.

     But through an unexpected set of cir-

cumstances, I met Vince, he engaged my services; and in the first two weeks I obtained 40 interviews, including C-SPAN and the NY Times.

  I have full bragging rights for this accom-plishment. With Mikey Weinstein of the Military Religious Freedom Foun-

dation, we challenged the

Pentagon when they teamed up with the Christian Crusade, and Tim LeHaye and Jerry Jenkins (the Left Behind authors) to send a so-called "Freedom Package" to every soldier serving in Iraq and Afghanistan including a controversial apocalyptic Left Behind: Eternal Force video game. My concept of "The Rapture is not an Exit Strategy" fully engaged the media resulting in a fierce public response that aborted the Pentagon's foolish strategy.

       Be aware:   The next time you pick up your local newspaper or turn on the TV and find out about a story of, say, the latest nutritional news, look for the source of information. Chances are the "expert" quoted is someone like yourself. But why is your competition in articles, while you're not? The clue is public relations, which is behind almost every media mention that you read. But don't fret and don't regret -- our publicity campaign can get you to be the "expert" in the media, too.

 

   But publicity doesn't just happen overnight. Sometimes it takes months of hard work to become an "overnight success." Publicity requires effort, attention to detail, product knowledge, creativity, and salesmanship. Once you learn to think like a publicist, ideas are out there waiting to happen.

      To publicize an Italian restaurant, I literally saturated their press release heavily with a mixture of garlic and other heady aromas, so when editors picked up the release and read "PLEASE DO NOT EAT THIS PRESS RELEASE" they were so delighted they called me immediately to make a reservation for a review. For another restaurant, ANDRIA'S HARBORSIDE in Santa Barbara, my plethora of publicity resulted in multiple awards from Elmer Dills to the California Restaurant Writers Association and the Southern  California  Restaurant  Writers Association etc.

 

       I firmly believe that the art of masterful public relations is the creative marketing. For a very shy fashion designer, I creat-

ed the first Feng Shui fashion collection. The concept is not totally mediagenic as it first for using this cosmic oriental philosophy in fashion; it also worked to overcome the innate reticence of my client, so that she actually became a very enthu-siastic spokesperson.

The result was a huge media bonanza.

     A few years ago, having a Website was optional. Today, you must not only keep up with the 'cyber-Joneses' -- you must Trump them. Pay attention to what your audience wants, and by doing so, you'll attract top-of-the-mark advertisers. The fact is that with a little more than a computer and a dream, even the smallest of start-ups can go head-to-head, pocket-to-pocket with the big boys. The playing field is now so level, even the tiniest

player can flatten you if you're not up to speed - broadband, that is. Brand name recognition isn't the name of the game anymore -- it's effective strategy building, publicity, and marketing that are unique to the Internet audience. If you understand that, you will eat your competition for lunch.

       Perhaps the greatest compliment I, as a publicist, can have is when the media itself hires me to do their own projects. For instance, the bureau chief of CNN Ruben Olague hired me to publicize his documentary, Silent France. Also, several media personalities have recommended me to clients; and on my referral list I include several members of the media.

 

       If you have questions or comments for Ilene Proctor Public Relations services, or would like to join our mailing list, please contact us here.

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