Thanks For The Memories

Longtime personal friend of Dr. Garis, and top entertainment reporter, Fred Saxon has posted this touching video of Michael Jackson in happier times. We re-post it here with permission.

Fred has done hundreds of celebrity interviews. Visit his site: www.fredsaxon.com

Two Kinds Of Media

There are only two kinds of media -- the kind that works and the kind that doesn't. If you want your book, product, business or career to be nationally successful, you've got to get the mainstream pop media. Morning drive radio shows, prime TV and the major magazines are what works. All the small publications and late night radio talk shows are fine, but they don't do much for a talent or business from an economic perspective. For major success, you need major exposure. Don't waste your time and money chasing the wrong media. Pop is where the power is.

Publicity Is Your Immunity Idol

Don't let the current economic recession intimidate you. Our clients are still doing fine. Expert publicity can immunize you from it all. Remember, media interviews and feature articles are the most powerful form of marketing. Aggressive publicity is the key to being a survivor in this game.

Power Shift

Everything changes, and when one of the oldest and most powerful talent and literary agencies in the biz has a major shake up -- that's news. This went down over the recent Memorial Day weekend at the famous William Morris Agency (WMA). The LA Weekly article at the link below explains it all in detail. Welcome to the politics side of show business...

LA Weekly Article

Start Small & Promote Big

We couldn't resist posting this fun video clip of a very young Justin Timberlake (age 10) with Ashley Arrison. The lesson here -- it's not about how you start, it's about how well you promote and publicize.

Don't Fade Out

Nowadays, we see actors, music artists, news makers and reality stars break out into the national media spotlight almost overnight. The power of media exposure is amazing. It can instantly turn a virtual unknown into the latest pop hit. It can all move at lightening speed. Likewise, it can fade almost just as fast as it came. Fame has to be maintained. That's where so many go wrong. They get fooled with all the hype being on a show or in a film can bring. Often, they don't even realize that behind the scenes a group of highly skilled publicists are generating that media attention. They think it is just happening because of their talent, personality or whatever. That is a critical mistake. For example, how many of the finalists from season one of American Idol can you name now? How about just last season? Yet at the time, we saw them everywhere.

It's the same for the cast of films, television shows and people in the news. When the show or story ends, the hype usually ends with it. Unless the star or personality hires their own publicist and works very hard at maintaining a public presence, they often fade out. Job offers slow down or completely stop. The media loses interest and the public forgets them. It's a sad but harsh reality of the business. Unfortunately, many just don't get it or perhaps they just don't want to believe it. Fame is a commodity that is created, manipulated and controlled. Look at any successful personality, and we'll show you a top publicist keeping them in the spotlight. So, if you are already 11 and a half minutes into your 15 minutes -- time to get a PR rep.

Right Decision?

We have been asked who the most notorious person we ever "declined" to represent was. Without a doubt, that would have to be Drew Peterson (the accused wife killer). Even though this is a major national story, when Peterson's attorney contacted us months ago, our director decided not to offer representation. In our opinion, Peterson's arrest yesterday now serves to validate that decision. Though our agency has no fear of controversy — we still believe in keeping high standards.

Make It Different

The mainstream media is always looking for something fresh. Getting their attention requires a completely original topic or a new spin on an old one. For example, there are thousands of yoga instructors nationwide. For the most part, the media has been there done that. However, one instructor recently got extensive publicity by just giving her classes a unique twist. She invited students to bring their dogs with them to class. The owners and their pets interact in special yoga type exercises. She calls it Doga. The students and their pets love it. This quickly caught the attention of the media, and generated extensive national TV and print coverage. Her classes now have a waiting list, and they are expanding rapidly.

Remember, same old, same old doesn't fly well with today's media. No matter what type of business you are promoting, you've got to give it a unique spin. If you can make it visually entertaining as well, that works the best of all.

This Just In

File in the category of great publicity stunts... A strip club on the East coast is taking advantage of all the attention on the economy by holding a "Job Fair". They claim they are looking to fill about thirty positions (no pun intended). Needless to say -- the local and national media are all over this. There's nothing like a big crowd of stripper candidates to draw the cameras. With just a little bit of creativity, this club is now getting millions of dollars worth of free airtime and print space. As a result, their business is booming.

Pop-Star President?

Dr. Garis had the honor of being quoted today on the number one national political Internet site (Politico.com). It is a very interesting piece. His quote is on the second page of the article. Here's the link...

The Everywhere President ( 2 page article )

Was It Real?

We enjoyed watching the supposed Facebook controversy this past week. The one about where they were going to retain all the rights to photos and material posted on their site (even after the member left). Then they re-considered because of the overwhelming public outcry. Now they are going to let members decide. What a great publicity stunt. The story was carried by all the major news shows and publications. Every time it was discussed, the Facebook name got mentioned several times. That prime airtime and print space is worth millions. They got it for free with a clever story. Whether intentional or not (we really doubt it was accidental) -- the massive media and name recognition Facebook received will help their business significantly. Was the media played? What do you think?

Increasing Your Chances

The most accomplished national publicists have far more people seeking their services than they could possibly represent. Thereby, they have to be very selective. You can increase your chances of acceptance by doing your homework in advance. In other words, just like when you are approaching the media, know exactly who you are contacting. Carefully read their web sites, blogs and articles. Search them on the Internet. Don't be asking a publicist things like -- so, do you rep my type of project? What have you done for others? That just shows you have no idea who you are contacting. Top publicists are like top talent agents -- it is assumed you know who they are before you approach them.

If you have a book or detailed web site, etc., you should not expect a national publicist to review all your material and give you advice for free. That would be like asking a doctor to diagnose your illness, and then not paying him for the time. Top name publicists receive so much material that a minor evaluation fee to cover professional time is fairly standard. This also helps to screen for the serious inquiries only. Just think about the American Idol auditions -- publicists see all that crazy stuff as well.

Advertising Alternative

The extreme cost of advertising is no longer in the budget for many entrepreneurs. Mainstream magazines, newspapers and broadcast media are all very expensive. Most requiring minimum commitments that are now far beyond the reach of many. So what's the alternative? You have to promote or go out of business.

More than ever, companies are turning to the enormous power and cost effectiveness of professional publicity campaigns. In fact, publicity can work far better than advertising. Think about it. When you are reading a magazine, what are you paying attention to, the ads or the articles? Yes, advertising can work -- but you have to run it so many times to get people's attention nowadays, few can afford to do it effectively. Whereas, one national media interview or feature article can have equal or better results than an entire advertising campaign.

Book Publicity Timing

We've received numerous questions about timing for book publicity campaigns. How far ahead of release date should they be initiated? The answer is -- the sooner the better. Nowadays, most new releases will remain on bookstore shelves for only 16 to 20 weeks before being permanently remaindered. In other words, if they are not getting any mainstream publicity they will quickly go out of print.

There is no time to play around and experiment when it comes to book publicity. Stick with the tried and true. Authors need to hire a well recognized publicist, and get their campaigns in motion very early. The media's lead time must also be considered. Most major shows and publications require feature topic submissions far in advance of scheduling.

Authors have to consult with their publicist and design a hot interview topic and angle. Then it has to be pitched to the right media decision makers. This requires plenty of advance planning and strategy. Don't get caught in the -- oops, I forgot to get my publicity act together trap. You must plan ahead, and start early if you want to succeed in today's highly competitive book market.

Here's Looking At You

Do looks matter in publicity? Absolutely they do. The American public and the media are visually oriented. If you think only models have to look hot, you are in for a big surprise. Stars need to look like stars. Fitness experts better look fit. Music artists better have plenty of sex appeal along with great talent. Money gurus better look successful, etc.

When doing your web site photos, author bio photos or any promotional material -- be sure to look the part. Usually, this requires some expert guidance from an experienced national publicist, makeover artist and a top photographer. Don't make the mistake of just doing generic head shots. They won't take you where you want to go. In fact, it is often the photo that first gets the attention of media decision makers. It has to communicate the right image, and intrigue the producer or editor in a split second. Underestimating the power and importance of your look can cost you valuable media opportunities. Spend the time and money to get it right. Are you ready for your close-up?

Hot Property

We recently had the opportunity to stay at the beautiful Swan Resort at Walt Disney World in Orlando. We can't say enough good things about this fantastic facility. The rooms were beautiful with spectacular views. Service was great and the restaurants are exceptional. The hotel is walking distance to EPCOT and there is also boat service to both EPCOT and the Disney Hollywood Studios. Over the years, we have stayed at most of the top Disney World resorts for one event or another, and we love them all. However, the Swan just became one of our new favorites. If you will be visiting the Mouse anytime soon, we highly recommend this facility. For booking, we suggest contacting Dreams Unlimited Travel at the link below. Feel free to drop our name, and they will treat you like a star...

Dreams Unlimited Travel

Show You Are Serious

We get thousands of web inquiries each year. If we feel the talent or project has potential, we will offer an initial meeting or phone consult. It's an opening in the door to an otherwise closed industry. However, many just don't get that. They put all kinds of other things in the way of making their appointment. Well, "I'm going on vacation. My dog has a training lesson" or whatever. Do you know what that communicates? It says you are not really serious enough about your career to make it in the biz. So, here's a tip for those just starting out. When a top agent or publicist agrees to talk with you, jump at the opportunity. Don't let other things get in the way. Communicate how important your career is to you, and how serious you are about success. This is the toughest and most competitive industry in the world. You won't get a lot of shots at it. Until you are a well established name, you must rely on the opportunities offered by others to break in.

A Great Show

We just saw the Gymnastics Superstars Show at the Honda Center in Anaheim the other night. We had some special seats right up at the stage. Nastia Liukin, Shawn Johnson and all the rest were just amazing. The music stars who joined the show included: Mitchel Musso (from the Hanna Montana Show), Jordan Pruitt and a new all girl band called KSM. All were terrific. If you get a chance to see this show when it comes to your city, don't miss it !!! It's great fun, and a way to support our US Olympic Gymnastics Champions. The show is currently touring the nation.

Imagine The Possibilities

We are always amazed by how few people and businesses truly use the incredible publicity opportunities of today. Think about this -- what would the great promoters of the past century be doing if they lived in our time? What would the legendary showman P.T. Barnum or Colonel Tom Parker (promoter for Elvis) be doing today if they had the Internet? What would they be doing with global TV, and media that reaches millions of people at once? Audiences and possibilities they could only dream about are now a reality. Today, anyone with an exciting topic, business or talent has advantages far beyond those of the past. The biggest mistake is wasting it. None of it does any good if you don't use it. You have to go after publicity with a passion. If you want to be on top, put your all into it. Spend a few bucks to hire a publicist. Work hard at being creative and newsworthy. Give the media something they can't resist. It's all there for the taking, but you have to grab it.

Mike's Got It

As many of you know, we are enthusiastic supporters of USA Swimming. Not long ago, we had the privilege of spending a weekend up close and personal with the amazing Michael Phelps. While many celebrities exhibit one personality for the cameras and something quite different off camera -- we found Phelps to be refreshingly real. What you are seeing now at the Olympics in China is the exact same person we saw behind the scenes. He is totally down to earth, respectful and friendly. He's truly different than most in the media spotlight (and we are in a position to compare). Phelps is a dedicated champion and Olympic superstar with a terrific personality and major charisma. In our business, that's called the "It Factor."

By the way -- Phelps is simultaneously achieving another personal goal of bringing the sport of swimming into the mainstream. He told us it was very important to him that the sport not be forgotten in between Olympics. We support that goal and congratulate Michael and all the amazing Olympic athletes. Go USA !!!

Getting The Media To Look

We are constantly asked about various paid press release distribution services. The prevailing question being -- do they work? At first glance, they sound like an economical, fast and easy way to do publicity. The problem is, the media doesn't seem to pay much attention to them. They primarily use established contacts and traditional sources where journalists carefully screen and select the material being distributed. Paid distribution services run just about anything, and that seriously limits their credibility in the eyes of the media.

Endorsements, Modeling, Etc.

We are often asked if a publicist is the same as a talent agent or manager. Though we are sometimes called press agents, publicists are not responsible for securing employment opportunities. Our focus is on the media. However, as our clients receive more and more exposure, paid project offers frequently do come in. Those have been in the form of speaking engagements, endorsements, acting roles, book and movie deals, modeling assignments and more. When that occurs, we certainly assist our clients in taking full advantage of the opportunity.

Publicist Humor

We received this in our E-mail and could not resist re-posting it :)

The Demographics of American Newspapers:

1. The Wall Street Journal is read by the people who run the country.

2. The Washington Post is read by people who think they run the country.

3. The New York Times is read by people who think they should run the country and who are very good at crossword puzzles.

4. USA Today is read by people who think they ought to run the country, but don't really understand The New York Times. They do, however, like their statistics shown in pie charts.

5. The Los Angeles Times is read by people who wouldn't mind running the country -- if they could find the time -- and if they didn't have to leave Southern California to do it.

6. The Boston Globe is read by people whose parents used to run the country and did a poor job of it, thank you very much.

7. The New York Daily News is read by people who aren't too sure who's running the country and don't really care as long as they can get a seat on the train.

8. The New York Post is read by people who don't care who is running the country as long as they do something really scandalous, preferably while intoxicated, and who like their news as pictures and/or cartoons.

9. The Miami Herald is read by people who are running another country, but need the baseball scores.

10. The San Francisco Chronicle is read by people who aren't sure if there is a country or that anyone is running it; but if so, they oppose all that they stand for. There are occasional exceptions if the leaders are handicapped minority feminist atheist dwarfs who also happen to be illegal aliens from any other country or galaxy, provided, of course, that they are not Republicans.

11. The National Enquirer is read by people trapped in line at the grocery store.

12. The Seattle Times is read by people who have recently caught a fish and need something in which to wrap it.

(Source Unknown)

Blackberry Anyone?

Everything about the media now moves at lightening speed. If you want to successfully work with the top media, you have to adapt to their rules. You can't take three days to respond to an E-mail or phone message. Reporters and producers want and need answers quickly. If you can't be responsive, they will just book another interview guest. They are too busy to play phone or E-mail tag. By the way, this new high speed style of doing business applies to more than just the media. Everyone who is a successful player in the entertainment, literary, modeling, sports and any other high profile industry nowadays gets this principle. With mobile E-mail, cell phones, WiFi and laptop computers -- nobody has an excuse for slow response anymore. In other words, if you snooze, you lose !!

Tell Them Who You Are

The first step in becoming a recognizable name is to define yourself. If you are all over the page, nobody (including the media) will be able to get a clear handle on you. So ask yourself -- what exactly do I want to represent? What is my personal brand name all about? Decide what it is you want to be most noted as, then your publicity and promotion campaign should be designed accordingly.

Getting Famous Customers

We are regularly asked about how to get celebrity business. All sorts of companies want to have celebrity customers and clients to brag about. Everything from private jet services to spas and restaurants, the list is almost endless. Everybody wants celebs to be referred to them.

Well then, who does the referring? In most cases, the star's publicist or agent is the source of the referral. So, how do you get them to send their celebrity clients and friends to you? You start the same way cruise lines get new business from travel agents -- they give those agents a free cruise to experience the service. It's the same way cities attract convention business -- they bring the convention planners into town, show them the sites and wine and dine them. Everything VIP, first class and all comp.

No top agent or publicist is going to blindly refer a star to a business they have not personally experienced. You have to comp them with your best, and try to impress them to the max if you hope to get their celebrity referrals. By the way, if they do then refer stars to you -- be prepared to comp them too. Remember, the bragging rights of having celebrity customers are far more valuable than any other form of advertising. It brings in all kinds of business and publicity. It's certainly well worth the comps !!!

Hot Web Designer

Today, the image you present on the web is critical. Some of our celebrity clients are using a very talented new designer. He does great work, and we've seen the results. If you are in the market for a new web site or are ready to upgrade an existing one, we encourage you to check out this firm. Just E-mail us for a referral.

Don't Sink Your Ship

In the media and show biz industry there is an old saying, "Be careful not to step on any toes, they might be connected to the ass you'll be kissing one day." At the top of your list of people NEVER to burn should be talent agents and publicists. Remember, large as this industry is -- after you've been around it a while, you get to know everybody. It's also an industry where people talk, so you always want them saying good things about you. Don't get labeled as hard to work with, or you'll find the phone stops ringing and your media dries up.

The Industry Is Cold

The headline above is a great line from Fergie's current hit song Glamorous. The entertainment industry (media included) is one of the toughest in the world. They say it's easier to break into Fort Knox than it is to get on one of the major TV talk shows. Is that accurate? Well, it is if you are attempting to do it without contacts and professional help.

We constantly hear from people who tell us they have done numerous media interviews. Yet, most are still virtually unknown and they haven't sold much (if any) product. What's the problem? It's the fact that not all media works. Late night radio or small town newspaper interviews may be good experience, but they won't get your career or business very far.

So, how do you get the prime shows and publications? Just mailing out press releases and buying ads in media publications is mostly a waste of time and money. The top shows and magazines don't pay much attention to that type of self-promotion. You don't see the experienced Hollywood studios or record companies trying to promote their projects that way do you?

If you want the A-list media, you first need to be accepted for representation by an A-list publicist. You then need to give your publicist something absolutely fantastic and original to pitch. Remember, they can't make any serious money on you if you don't get anywhere. It may sound cruel, but just like agents -- top publicists tend to lose interest in clients who fail to work hard at creating viable topics and material. There are plenty of others waiting who would love to have that representation.

Bottom line -- get a great publicist, and then constantly strive to give them hot topics and news items to work with. It's your responsibility to be exciting. Otherwise, you'll be hearing a lot of that classic and cruel show biz line -- next please.

Launch Parties & Magnet Events

The media really likes it when there is something exciting to see. Nothing gets their interest faster than a hot event. That's why all the major publishers do extravagant book launch parties. It's why fashion designers hold elaborate runway shows. It's why film studios do gala premier parties and screenings. Even clubs and restaurants get in on the act with theme parties and opening events.

No matter what the product, service or business -- a strategic visual event can be worth a fortune in free publicity. However, it has to contain the right elements to really work. It has to offer the media what they have come to expect. Otherwise, you run the risk of actually getting bad publicity.

Consult with a top publicist before attempting any major event. They can tell you how to increase the chances of media success. They also know the top event planners, the best venues, and how to get celebrities to attend.

A Big Congrats

We extend our congratulations to all the winners and presenters at the VMA's last night in Las Vegas. It was a memorable show. A special extra congrats to you Fergie. We wish continued success to all of this year's exciting music talent!

I-Net Promotion A Good Idea?

We have recently been asked about on-line promotions for authors and products. When doing these, you must keep in mind that once something is out -- there is no way to take it back. Thereby, it could seriously affect the media's opinion later when considering you for interviews. The first thing most producers do is a Google search on the author or product. Many authors have fallen into the blog and Internet promotion trap. By that we mean, it's a two way street. People can also post bad reviews and comments about you and your book or product, and they remain in cyberspace forever. Often, an author's competitors will do this just to sabotage them. That's one reason our clients really don't do those type of on-line promotions. We try to keep them in the mainstream media only. There, it is at least a little more controlled, fair and balanced.

Become A Model

After the previous post appeared -- we received numerous messages asking for some guidance on how to become a model. If you are just getting started, the information in the guidebook at the web link below will help. It offers tips on photos, working with agents, how to avoid scams and much more. Valuable information for anyone interested in trying this highly competitive field.

Model Guidebook

Cat's Out On The Catwalk

We have been asked about what super-models really earn. The technical definition of a super-model is one earning at least one million dollars a year, but most earn far more. Normally, this type of information is kept confidential, however Forbes Magazine recently did an investigative article revealing some of the top earning models. Now, the cat is out of the bag -- here are a few of the highest earning names for 2007:

Gisele Bundchen: $33 million
Kate Moss: $9 million
Heidi Klum: $8 million
Adriana Lima: $6 million
Allessandra Ambrosio: $6 million
Carolyn Murphy: $5 million
Natalia Vodianova: $4.5 million
Karolina Kurkova: $3.5 million
Daria Werbowy: $3.5 million
Gemma Ward: $3 million

Use Your Travel For Media

While the major national television talk shows have a budget to fly guests in, the small regional talk and news programs usually do not. However, if you are traveling through their area for other reasons, such as a speaking engagement, they offer terrific publicity opportunities. Many regional shows have live studio audiences and very loyal viewers. They will often allow the guest to get in some good plugs for a book or product. An appearance can also make a great demo DVD for getting other shows. So, be sure to always get added benefit out of your travel schedule by using it to appear on local media.

Hire A Publicist To Get The Deal

Whether you are an author seeking a book deal, an actor looking for better roles or a speaker seeking more bookings -- media exposure can make all the difference. In fact, almost any career today can be publicity driven. Consider this, if you were a publisher wouldn't you be far more interested in an author who had lots of media and name recognition? It's also no coincidence that the actors with the most publicity always get the best roles. It's the same with speakers and experts getting the best engagements. Ultimately, it's all about your level of exposure and publicity.

Stars Get Rich Selling Their Fame

People often don't realize just how much money stars make outside of their films, TV shows and music albums. For example, want to throw Lindsay Lohan a birthday party? The price of fame is a cool $1 million. That's the price tag for Vegas nightclubs interested in hosting her next birthday bash. To be fair, it is her 21st birthday so she can legally drink and given her off-screen, out-of-studio mishaps, there is a direct correlation between the public's fascination with her alcohol intake and the seven-figure asking price. Unlike Paris Hilton who loves to sing in public, LiLo's $1 million doesn't include any songs.

Of course the right celeb's name on a marquee will bring in thousands of people wanting to party with the star (and lots of free media attention). The investment pays off for years!

Source: AOL Newswire

Book Recommendation

We are often asked for book suggestions on the topic of PR. A new release we would highly recommend is titled Spinning Disney's World, by Charles Ridgway. He was Walt Disney's publicist, and is an official "Disney Legend". Look for his name on a Main Street window at Walt Disney World. Mr. Ridgway is also a client of our agency. PR professionals and Disney fans alike will enjoy this unique look at how Disney promotes theme parks, resorts and more.

Buy it -- click here

Interviews For Sale

Today, there is often an opportunity to sell news interviews, photos and video in a global media marketplace. When someone is involved in a major breaking news story, their exclusive interview can be worth big bucks. For example, the female British soldier recently taken hostage and then released by Iran, has sold her story for over $200,000. Whereas paying for interviews is not too common in the U.S., it is regularly done in other nations. Don't make the mistake of just giving your interviews and photo material away to a U.S. publication or news show. Remember, they are going to make a lot of money from advertising and increased ratings as a result of your story. Shouldn't you share in that?

A savvy publicist can help you sell your interview and material internationally. We help clients negotiate the best possible deal for their particular story. In other words, don't talk to any media before consulting with an experienced national publicist.

What's It Really Worth?

We have been asked about the value of non-advertising forms of media exposure. From interviews and feature stories to product placement -- it can be worth a fortune. Why? Because it works so amazingly well. For example, below is a excerpt from an article about product promotion on American Idol. The numbers speak for themselves. Do you think these companies would be paying such big bucks if they weren't getting tremendous results?

"Pitches for AT&T on American Idol are as common as hissy fits, and for a good reason. The company has paid an estimated $30 to $50 million for advertising that includes product placement. Other companies lining A.I.'s pockets include the ubiquitous Coca-Cola (the red room!), and Ford Motor Co. As the show has grown into a franchise worth an estimated $2.5 billion, it continues to define the cutting edge on product placement marketing.

According to Advertising Age, 137 different advertisers have appeared on the show in just the last two years. Now that the show is streamed afterward on AmericanIdol.com, the owners of the franchise, Freemantle Media, have been able to graft even more advertisers such as McDonald's" (AOL News).

Many of our clients have received the same level of exposure as these major companies, at a fraction of the cost. That's the beauty of having a well established publicist. It allows you to compete with the big guys.

That's The Way You Do It

You have to be clever and original today to get the media's attention. Even the best publicist can't help you if you're not doing something newsworthy and unique. Here's a case example -- there are thousands of fitness instructors and personal trainers seeking publicity. The media has been there, done that. It's not news. However, one smart fitness instructor recently gave her classes a unique, controversial and sexy spin. She installed a few poles and began giving classes in "How To Strip" for your husband or boyfriend. She incorporated an exercise routine into the classes. The result was a tidal wave of publicity. Her story and classes were covered by all the major networks and news shows. It not only made a unique story, but a very visual one that was perfect for TV. Now, she is franchising out all over the country. That's the way you do it. Be totally different.

Get The Right Attitude

Your public image and media success ultimately depends on your own attitude. Are you constantly negative in your thinking? Do you believe you just can't come up with something original and exciting? Are your topics far too serious, complicated and heavy for today's mainstream pop media? Are you less than confident about your ability to be a great media guest?

Well, if you don't believe in yourself -- why would the public and media be attracted to you? If you are just offering dull material, who would want to hear that? Our experience has been that whatever you think is exactly what you will project to others. Successful media guests have plenty of self-confidence and personality. They are upbeat, positive, creative and fun to work with. They make their topics and delivery entertaining and dynamic. No matter how good your information, product or story is -- you must present it in an exciting way or you won't get very far. The good news is, the right attitude can take you wherever you want to go.

Dr. G on ABC

Publicist R. J. Garis granted a brief interview to ABC News today regarding celebrity image at the Golden Globes. To see a transcript, go to www.abcnews.com and search "Garis" or use the direct link to the two page article below...

ABC News Article

Let's Do Lunch

Does the legendary "Power Lunch" or "Power Coffee" still exist? Absolutely! Now more then ever, important media opportunities and deal-making revolve around trendy eateries and coffee houses. The secret is in knowing exactly how and where. Should you dress up or down? What should you order? What day of the week is best? Should you be on time or a little late? Everything sends a signal about you and the people you are meeting with. When done correctly, a power lunch or coffee can be one of your most effective image and contact builders. Learn how to do them right, and your career will take exciting turns you never expected. Lessons anyone?

Special Welcome

The Garis Agency would like to welcome author and attorney Jacqueline Klosek to our roster of clients. Her terrific new book is titled, "The War On Privacy" (available everywhere). Ms. Klosek is a top notch lawyer with one of the world's largest and most powerful legal firms. She is a fascinating media guest and speaker.

Cross-Over Media

With writers, artists and personalities -- success really depends on name recognition. In order to increase popularity, you've got to get "cross-over" media. By that we mean, a magazine writer would want to be a guest on radio, a radio personality would want to be interviewed in a magazine. The more well known you become, the greater your career will end up being. Cross-over publicity is the secret. We've represented a number of journalists over the years, as well as broadcast personalities. Check out a few names on our agency web site at -- www.nationalpublicist.com/

Location, Location, Location

Having a publicist in the right place is an important element for publicity success. Much of this business is about networking. It's about building media contacts and developing personal relationships. It's about going to the right events, schmoozing at parties, taking producers to lunch, etc. If you're not located where the media elite are based -- those things are pretty tough to do. Corporations hire Washington D.C. based lobbyists, because that's where the decision makers are. The same holds true for PR. Your publicist should be where the action is. SoCal is now the world's leading media center.

It's Now A Global Media

Media relations has changed dramatically over the past decade. Today, we often deal with a global media. When we book a guest on CNN or Fox or any of the major shows, they are now seen worldwide. It's the same for print media. The major magazines and newspapers are now printed and distributed simultaneously in multiple nations. Radio has also gone global with numerous shows now being broadcast via satellite and on cable around the world. Keep that in mind when developing your media interview topics and hooks. You can literally appeal to a worldwide audience.

National TV Special

We congratulate our client, Gryphon Productions, on the upcoming airing of their spectacular two hour TV special, "The Real Lost World." It will air on Animal Planet on Dec.10th and 17th, 2006. In addition, Discovery HD Theater will show an impressive high-definition version of the program on Dec. 14th, 2006. Check local listings for times. You will love the incredible work of these amazing filmmakers. Don't miss it!

We also just booked the film's director for an appearance on Fox & Friends (Fox News Worldwide).

The Real Lost World Web Site

Plan Ahead To Get Coverage

The more lead time you can give to the media the better. When promoting a feature story, product or event -- give the media ample advance notice. Remember, the media is always subject to hard breaking news first. They also receive hundreds of submissions each day. Feature items must wait their turn. In other words, don't contact the media on Monday about an event you're doing on Wednesday. A minimum of several weeks notice is normally expected and required. The more powerful the media, the farther out they tend to work. Top national shows and magazines often work months ahead. Proper advance planning is the key to great feature coverage and publicity.

Before They Were Famous

There is rarely such a thing as an overnight success. Here's a fun web site that tells what many famous people did -- before they were famous. Did you know Johnny Depp was once a telemarketer?

www.hardlyfamous.com

It's Not About Press Releases

A corporate event and stage entertainer recently contacted us with the following message -- "I hired a marketing firm that did not know what they were doing and the results were terrible. I have had no press coverage and small audiences of four to ten people as a result of dropping 12,000 post cards, 16,000 E-mails and 500 letters with a press release."

We hear this tale all too often. People have wasted their time and money with the wrong type of approach. That's because strategic publicity is NOT just about sending press releases. As any top publicist will tell you, it's a business of contacts and influence.

The Spin Doctor Is In

Spin and spin control are two of the areas a publicist deals in. In difficult situations, part of our job is to help present a favorable public image for the client. This sometimes requires us to help guide the media in such a way as to make sure they see the client's perspective. Public opinion is a powerful factor in everything, from politics to business. For example, when we are working for the defense team in a high profile legal case -- we can often help win the case by obtaining certain strategic media. In fact, the top trial attorneys we know wouldn't even consider proceeding to a trial without public relations assistance.

Have A Realistic Approach

Is your story really right for Oprah or Time Magazine? Many publicity seekers fail to take a realistic look at the news level of their material. They waste a lot of time and money pursuing media they can never get. A better strategy would be to focus your campaign on the media you have a real shot at. Top national TV shows and magazines are great -- if you've got an appropriate story or topic. However, there are also thousands of other powerful publicity opportunities. Radio shows, regional TV, newspapers and special interest magazines are all seeking feature material.

Do Something Exciting

A publicist's expertise is primarily focused on getting media attention and coverage for the client's activities. We need a constant flow of newsworthy material ("I'd sure like more work," or "I'm selling stuff," is not news). For example, if you are a music artist -- you should have some exciting concert dates. If you are an actor, you need to be getting some really good film and TV roles we can publicize. A speaker should be appearing at some major events we could invite the media to attend. A new restaurant or club should plan a unique grand opening party. In other words, always try to be DOING something the media can cover. Publicity can then dramatically increase your opportunities, sales, etc. -- but you have to start the ball rolling. The media doesn't just give away free publicity, you have to make some news to make some noise !!

A Word About Book Publicity

There are three key elements we look for when considering a new book for possible representation. The first is the quality of the material. It must be very well written, with an engaging title and cover. The second is the author's credentials. Are they highly qualified to write and talk about this material? The third and most important factor -- is the topic timely? It must fit the current media trend and popular culture climate.

Tip: If you are thinking of writing a book, buy a couple of hours of consultation time from an experienced publicist first. Their guidance and advice will pay off bigtime when you go to publicize and market your book later.

Be A Celebrity Personal Assistant

We receive many questions from people interested in becoming celebrity personal assistants. For some excellent overall information, we recommend the on-line career guide at the following web site...

Celebrity Assistant Career Guide

The Greatest Publicists

We are often asked who we think were the greatest publicists of the past century. Topping the list would naturally be the legendary P. T. Barnum (photo w/ Gen. Tom Thumb). Next on our list would be the great Colonel Tom Parker (publicist & manager for Elvis Presley). In Hollywood, it would have to be the late star-maker and super-publicist Swifty Lazar. If you are intersted in the world of publicity and promotion, we recommend reading the biographies of each of these PR wizards.

The Web Site Vs. The Press Kit

"Do I need to have an elaborate printed press kit?" That's a question we get all the time. The answer is -- a good web site can now be used in place of an expensive printed press kit. In fact, many members of the media now prefer electronic information. It is instantly available, much more current and accessible from anywhere. Additionally, photos and other graphics can be pulled right from the site for immediate use. It's a dream come true for journalists and producers on a tight deadline. At our agency, we rarely even receive media requests for the old printed press kits anymore.

Special Congrats!

We want to give a special congratulations to a terrific actor and model -- Mauricio Amuy. He is a good friend of the agency. Mauricio is starring in the new Disney movie "Apocalypto" (Dec. 2006 release). We just did an interview with him for People Magazine and another with the television show EXTRA. Keep an eye on this shooting star!

Betting Your Career On In-House PR?

We have seen so many talented people allow their careers to deteriorate by relying solely on the in-house or studio publicity department. Today, it is a huge mistake not to have independent and professional representation. Without it, you leave yourself extremely vulnerable. The media "expects" anything or anyone HOT to be represented by an agency they recognize. It's the same in sports, music, modeling and book publishing. Image is everything!

Get Paid For Speaking

Can you do professional speaking? Would your topic, expertise or business lend itself well to public presentations? If so, you can generate significant income through speaking engagements. Many of the authors, experts and celebrities we represent also do paid speaking. In some cases, that is their full-time career. See our web site at www.nationalpublicist.com/ for numerous examples. If you can be a great "infotainer" and you enjoy traveling, speaking may be of interest to you. Our speakers travel all over the US, as well as to Canada, Australia, England and other nations.

Are Book Signings Really Worth It?

The short answer is -- probably not. For most new authors, book signings are more for experience and rarely sell a lot of books. Unless you are a celebrity, the numbers are usually small. A hundred books sold would be doing extremely well. However, investing that same money on a radio and television interview campaign can sell thousands of books!

Not to say you shouldn't do any book signing events. They can be fun and they give you direct feedback from your reading public. However, they can also be very costly because you have to travel to the signings. They can even be embarrassing to an author if only a few people show up. If you're on a tight budget, it would be smarter to invest in a media campaign rather than a travel and signing campaign.

Celebrity Power

As one of the world's top publicity firms, we have access to many national celebrities available for promotional appearances, meet and greet events and speaking engagements. The selection is extremely diverse and includes: entertainment and media stars, sports figures, authors, business and political names.

Having a celebrity spokesperson or hiring a star or two to appear at your event can be very effective from a publicity standpoint. If you have a budget for bringing in a celeb -- we can help you line up the perfect personality. Contact us through the Garis Agency web site at http://www.nationalpublicist.com/

Got A Platform For Your Publicist To Pitch?

Every publicity seeker today needs a platform the media will find engaging. "I have a great book with lots of information and I'd like to sell it on your show," is NOT a platform. That's advertising. There is nothing there to build on that the media would find newsworthy. Each day, the media receives thousands of these promotional type submissions. Guess where they go.

So, what is an engaging platform? It is not necessarily the same as your media interview topic. It is what gives you the credibility to talk about your topic. "My jewelry designs are worn by the stars at the Oscars" versus "I'm a terrific jewelry designer." See the difference? One has power and newsworthiness and one does not.

That's One Smart Mouse!

Disney theme parks are defined by their overflowing crowds. A recent article in PR Week Magazine offered a look at the strategy that helps keep them so successful. In interview, Michael Mendenhall (EVP of Global Marketing for Disney Destinations), explained how important PR is in the Disney equation. He noted that integration of all marketing disciplines is essential. However, Disney starts with the PR. Even before bringing in the advertising agency. He says,"PR is incredibly important. I do believe it comes before commercial messages." He goes on to explain that PR legitimizes the idea and the organization. It brings endorsement and credibility to the message. We couldn't agree more.

As Seen On TV

Remember those all important quotes -- "as seen on," "as heard on" and "as seen in" ...

Be sure to display and use your media appearances in all your material. You should list your media appearances on your web site, in your brochures, CV, book jackets and anywhere else the public interacts with you or your product or service.

People respect a solid media resume. Most believe that a media appearance is more or less an informal endorsement of the expert, author or business. It carries a lot of influence. Listing your appearances is an important aspect of taking advantage of your publicity. By doing so, you extend the power of the appearance far beyond the original listening or reading audience. We have clients who are still taking advantage of media they did years ago!

Welcome ...

Welcome to the Garis Agency's brand new "Publicist Blog" just created on May, 27, 2006. This is a casual tips and advice blog. We will be discussing diverse topics while offering experienced insight regarding all areas of publicity and media relations.