I can’t resist a book whose title is Dirty Little Secrets of Buzz and neither should you. I’ve been harping lately on the importance of becoming smart regarding social networking and how it can help with publicity. What I like most about this book, though, isn’t necessarily all of the author’s fantastic ideas (and there are a lot of them) but the way David Seaman conveys all this great information. It really does seem as if he’s sharing everything he’s ever learned about getting the word out. And it’s compact and fun and, with its clever cover design, this book isn’t likely to get lost among all the other debris that covers our desks. One more thought: it is books like this one that help make public relations such a dynamic business to be in. Here we go with part one of my interview with David Seaman:
Leslie: I finally started going through your book and it’s so much fun to read. How did you manage to get so much good information inside a book, a great business book I might add, that’s such a delight to read? That’s not an easy combination to come up with.
David: Thank you. Business doesn’t have to be synonymous with boring. If it’s an exciting read, it’s because I believe every individual can be a “business” — even if you’re not a Fortune 500 company, you still have something very important to promote and create major buzz for. That something is you.
Leslie: One of the things I like about Dirty Little Secrets of Buzz is the way you demystify the whole media thing. I used to put producers and editors on a pedestal until I realized how difficult their jobs must be. What do you think are the three most important things to remember about working with the media?
David: Don’t put them on a pedestal. They don’t care about you or your ambitions. Give them an angle to work with, something that contributes to an existing headline in a new and fresh way, and you’ll get coverage. Sometimes huge coverage. They’re busy, but they also want good leads.
Leslie: On the cover of the book it says “spend almost nothing.” Can you elaborate?
David: Why spend thousands every month on a publicist when most of it can be done yourself — for free. Why spend thousands on online advertising when a few calls to your local radio or TV station could result in $150,000 in free “advertising” for your business. It’s important not to connect spending lots of money with good results. Google didn’t advertise at all for many years. And they’ve done well for themselves. Word of mouth is free…
Next time: part two.