Last night, one of my really good friends sent me a email and asked me if I could call up Mike Arrington over at TechCrunch or Pete Cashmore at Mashable to cover their new iPhone application.

(Trying hard not to sound like a dick) I basically told him that is not how it works. While I have their numbers and have even been to some of their houses for events and gotten to know them personally, I have never once hit them up to cover something for me.

Instead, what I will do is email their tips (there is a a link on pretty much every website) for news contact. Yes, I do it just like you do.

You have to keep in mind that these guys get literally hundreds of pitches a day for people to write about their products, and they obviously have to ignore 99.99% of them.

OK, but back to my friend… So he was like, “ OK, well great, then what do I do?” So I wrote this long email explaining what I do…

In the course of writing the whole thing out, I was thinking maybe others would find interest in my experiences, which is why I wrote this post.

BTW this is 100% written by me, Jeremy Schoemaker, not by some fly by night ghost writer, so prepare yourself for foul language, typos, and run on sentences.

Hopefully you find it useful 😉

This guide is based on my last 7 years of successfully getting my applications and websites in major news outlets around the world. I have never worked at a PR company and never hired a PR service. This is purely based on my experience.

Be Careful

When this guide works for you, depending on how high profile the news outlet is, you are going to get everyone and their mom (and your mom too) calling you and congratulating you.

It’s a great feeling when everyone tells you how awesome you are. No bullshit, let’s be honest.

But many times it becomes addicting, and you start to now focus on press more then on running your company. Don’t get caught up in the fame monster.

Years ago, I was on 20/20 with Barbara Walters after I tipped them to my video I put on Google talking about my experience with Best Buy and how they would never get my business again. After being on 20/20, Best Buy sent me a $2,000 gift card. But the amazing thing was my phone rang off the hook and everyone stopped me in grocery stores to ask me if I was that guy…

A month ago, I was on the front page of Investors Business Daily. I got over 600 emails from friends and fans congratulating me.

Yes, it’s distracting.

Ok – Now with all the warnings out of the way, let’s get to it !

How to Find Reporters’ Contact Info

Like I said above, with TechCrunch, just email With Mashable, you have to fill out this form: But that’s just the first time. Once someone has gotten back with you, then you have their email and can email them directly.

For mainstream reporter contacts – like for instance the Wall Street Journal, NY Times, NY Post, and countless others – all of the authors put their emails at the end of their posts.

To find them easily, use Google’s site: operator and search the website for a keyword relating to your product.

For instance, with my friend who wants to get press for his iPhone application, I told him I would search for the keyword “iPhone” to find some press articles.

Which looks like this:

Then I would click on a few links until I found one that I thought was related… then look for a way to contact the author. On the NY Times each author’s name is clickable:

When clicked on, it takes you to their bio page, which contains their email:

So in this instance the author’s name is David Pogue. It’s kind of funny that I randomly found an article by him because I have some previous experience emailing with him. He has always responded every time I email him. (Usually it’s me disagreeing with what he says.)

Personally, I think he is a dipshit with no real world experience. You are going to find this VERY common with reporters. I mean, after all, if they were experts they wouldn’t write for a living, they would be making products! This is actually important and I will get into why this matters later.

Anyway, the point is that it’s EASY to find the contact information for mainstream press.

Get As Much Intel As You Can

While it’s easy to find people to write about your application/website/service,- the real art is getting them to do what you want.

The best way is to stalk their whole life and get as much intel as you can.

Here, let me take you step by step:

1) Find their bio on the web – Take their name and search for it on Google and add in the word “bio.” For example, if we search for David Pogue (the author from above) + biography in Google, we can see:

Finding their bio will give you a lot of perspective of where the author is coming from, what they like, and stuff like that.

2) Stalk them on Facebook – Most reporters will have a fan page and a personal page. Keeping with the David Pogue example, you can see his page here (publicly accessible). You can find his personal page here and his wife’s page here. All are linked to each other and publicly accessible.

All of these pages on Facebook contain valuable intel you can use later. They have pictures of their family, kids, vacations they have taken, activities they like, and if you’re not sure, they even list things they are interested in.

For instance, you can see here David has a degree in Music from Yale and is interested in music, magic, and technology. He also loves Lady Gaga, and so does his wife.

How do you know this? Because it’s on his profile and it’s part of the information he has decided to publicly share:

3) Find them on other various social networks:

Other social networks will give you more vital intel about the reporter. Stumbleupon will tell you what websites they like. So will Technorati and mybloglog.

Just look at all the intel you can get from David Pogue’s LinkedIn Page:

and even more:

Notice at the bottom of his LinkedIn he talks about how he is a “College of Light Opera Alumni.” A little Googling on that can yield a lot more info… but I think I have shown you how easy it is to gather an ENORMOUS amount of information about a reporter.

Now, at this point you might be itching to contact the reporter… BUT WAIT. You need to be well prepared before making contact.

Getting a Game Plan

OK, now let’s step away from stalking reporters a bit and figure out what the hell we actually want to do.

Having no game plan before you contact the press is like ranking #1 for your keyword and converting to no sales.

Sure, it’s great for bragging rights but does it help your company?

What exactly do you want to accomplish by getting press for your application? Do you just want to see your name in the paper? If you could write the article yourself, what would you want it to say?

Sometimes people submit their stuff to me and when I ask them what is the goal of having me write about their article, their answer is usually “well, to make sales.” DUH.

Ok, so then I should just write, “Hey, this guy wanted me to write about his app so you go and buy it.”

No, of course that won’t work.

So here is what you do. Make a 10 bullet point list of all the key features that *MUST* appear in your article. Obviously you want to drive sales, but what kind of story can you tell about your product? I will go over this in the next part…

The Press Kit

OK, now let’s step away from stalking reporters a bit and talk about something that is probably the most important piece to getting your application, website, or service press: a well-prepared press kit.

When I was a total newb trying to get reporters to talk about my stuff, they were like “Ok, send me a press kit.” ERR, what? Press kit? Well, it’s something you should know about! I can’t tell you how important a press kit is.

  • Legitimacy – If you have taken the time to prepare a press kit, then the odds you are worth checking out.
  • Communication – Press kits give you the freedom to show off your product with pictures and copy that just can’t be done in an email or phone call.
  • The Meat – If the reporter understands what you’re talking about, they can skip over stuff quickly. In an email or a phone call you are going to lose them quick.

So how the hell do you write a press kit and what needs to go in it?

Well, I can tell you from my years of experience there are a lot of DO’s and DONT’s when putting a press kit together.

First of all, you should create your press kit originally in PowerPoint. Make slides. Just trust me. The press kit should look like a presentation. Make your slides look nice. All the fluff that normally does not really matter in the real world matters with reporters.

Now, when it’s totally done we will export it to PDF format (or you can keep it in PowerPoint if you are presenting to raise money).

IMPORTANT ShoeMoney Tip:

Always keep in mind the reporter has an ego and wants to look like he is doing his readers a favor by shedding his knowledge about your product. Your job is to provide him with enough data that he can do that. Here at ShoeMoney we have a saying… At the end of the day, people just want to be enlightened and entertained. That’s it. So while you want to come across as professional, you should also have fun with your press kit. Most importantly, be yourself!

Right now, take out a notepad and answer the following questions:

Here are the key ingredients:

The Executive Team?

Who are the CEO/CMO/CTO and what is their backgrounds? You should have a very short bio (120 words max) and a headshot. This should fit on 1 page/slide.

The Funding?

Is your company privately funded? Did you raise money from firms or private parties? How much funding? Is it just a bootstrapped company running out of your garage? All of this shit is important to include, the reason being most companies DO NOT like to reveal it. So the more transparent you can be, the better chance you have.

Who is on your board of directors/advisers?

It’s vital to have people who have experience in doing what you’re trying to do as a part of your team. And if they happened to at one point work for a big named company, then all the better.

Yes, it’s fluffy shit that doesn’t matter, but if you have a person formally from Google, Yahoo, eBay or any big name company working in any department, you want to flaunt them here.

How big is your development team?

Never use the word “outsource” anywhere. No matter where your people are, they are part of your “in-house” development team. Always round up. If you have 12 employees, then you have close to 20. Dig? Always include a photo of your entire team together. If you need to invite a few friends and family members to, ehh, *cough* stand in *cough* then go for it.

Who is your product for?

Joe tier kicker? Small business? Big business? Be very short with this slide, but use an image of the person that your product is for. Try to get an image that shows them using your product. Pictures demonstrate so many things that words can’t.

Is it a needed service?

This is one of the 3 principles that we here at ShoeMoney live by. If it’s not a service that we would use every day, then it’s a dead end. So explain as briefly as you can what void your service fills. Don’t give a sales pitch: be direct and explain what your product is as short as possible. Don’t try to sell; if someone is reading your PDF, they are already sold and you are just going to turn them off.

Who are the competitors for your product?

People struggle with this one because they think its a negative. It gives the writer (and the end user) a much better understanding of what your product is. Even if you do not have any direct competitors, use other products to explain what your thing does really helps. For example, you could say it has all the functionality of YouTube on your iPhone but with Twitter, Google Voice, and Facebook integration. Drop as many relevant company names as possible without being confusing. If there is a company out there doing 1 thing, no matter how small it is in your application, you want to include that.

Why your product is better then your competitors?

What features does it have that your competitors don’t? Why would anyone leave your competitors’ service to use yours?

Who is on board already?

What big name companies or people are already sold on your product? Get testimonials from these people but keep them short. Also, make sure to include a head shot.

If you’re building a product for Joe tire kicker, include testimonials from your beta testers on what it did for them.

If you’re building a B to B product, get letters of intent or testimonials from companies who are using or intend to use the product and have them describe why. Again, head shots are important.

What is the result of your product?

DO not get super and feature crazy. Give examples of end results. For example, do not say, “We use this api and now your videos are doing this and blah blah.” DO say “Have happy users,” “Users can watch videos on the go and not be tied to a computer” (if your phone was a mobile video iPhone app).

Practice going through the slides like you’re giving a presentation to people about your product. Invite friends over that are technology retarded. If at any point they are lost during the presentation, ask them where you lost them. You might need to get better-looking slides or more eye-catching stuff.

IMPORTANT ShoeMoney Tip:

Much like sales copy and sales videos, your goal is to be entertaining and enlightening enough so that the person reading keeps reading. Do not get crazy with tech talk or marketing talk. You are writing the cliff notes version.

Is Your Shit Working?

I can’t tell you how many people hit me up to write about their application or website, and when I go to it it’s down or the link is broken. YOU SOLD ME, THEN YOU LOST ME. Seriously, you had me interested… and now there is no way in hell I am going to cover your stuff. What happens when I write about it? You make me look like an idiot if your website is down then =(

That sucks for you. So make sure your shit is in order.

The Methodical Approach

The next logical step is approaching the actual author.

The First Email

Your #1 goal in the first email is to start a relationship with the reporter.

In the first email, DO NOT mention your product… This is your introduction to the reporter. Remember earlier how I told you how these reporters are dip shits when it comes to actually working with technology? Well, the one thing they love more then anything is when someone tells them how awesome they are. Here is an example:

Subject: Great stuff REPORTERNAME



I bet you get a million emails a day but I just wanted to let you know I have been a long-time fan of your writings and just wanted to reach out to you and let you know how much I look forward to your posts.

I have a quick question for you. Is there any way I can get an RSS feed of just your posts? Nothing against your colleagues, but I just have limited time and it would be easier if I could just be notified when you post.

Thanks for your time,


That’s it. Tell them how smart they are, then ask them a question that also caters to their ego. 90% of the time you will get a response back in 10 minutes. TRUST ME.


Be creative, for Christ’s sake. Even with me saying that, many people will do it, so when reporters get a huge influx of that, they are obviously going to be hip to it.

If you look at my mock email above, you see there are a ton of persuasion techniques being used — everything from social proof, to authority, and even a little scarcity.

If these things are foreign to you, then you need to go watch my weapons of marketing video right now.

IMPORTANT ShoeMoney Tip:

Never say anything that sounds like you’re in a position of authority over the reporter. Little shit like “Keep up the good work,” while well intended, makes you sound like you are telling this guy what to do. Personally, it’s a pet peeve to me. Also, do not give any tips on how they could be better. Again, you are the idiot and they are the grand master. Cater to their ego.

Use Your Intel

Another great initial email is to use what you learned in stalking the person’s whole life. What are they interested in? This is another way to be disarming. It can also be another great follow up email to the first one I showed you above.

For example:

Subject: RE:RE: Great stuff REPORTERNAME


Thanks REPORTERNAME, I really appreciate your response. Just added it to my RSS reader.

BTW, I noticed you’re a fan of Lady Gaga. My wife and I got a babysitter a couple weeks ago and we saw her in concert. One of the best shows I have ever seen.

Have you seen her live?


IMPORTANT ShoeMoney Tip:

If you noticed, I tried to point out all the similarities between myself and him. We both like Lady Gaga and we are both married and we both have kids.

The First Pitch

Now if the reporter responds back to that, then we have a real bromance going on. You can get an idea of how much the person responds back with. If it’s really short, your relationship isn’t very strong. Like if he said, “No, haven’t seen her,” then that’s not good. But if he says he has not but wants to and then goes into how much he likes music and has a degree from Yale in music and has kids and a wife and blah blah, then he’s in love and it’s time to go for the first kiss.

So consider an email like this:

Subject: RE:RE:RE:RE: Great stuff REPORTERNAME

Wow REPORTERNAME, that’s amazing. I did not know you had a degree in music from Yale as well as a masters in X. I really admire your dedication to X and wish I would have pursued a post-graduate degree myself.

So ironically enough, my wife was reading the NY Times yesterday and read ARTICLENAME you wrote. She was like isn’t this your friend who likes Lady Gaga? Pretty funny!

She thought I should run one of my latest projects by you to see what you thought. Honestly, I feel weird asking you to check it out and I TOTALLY understand if you do not have time to look at it.

But obviously I would love your feedback. I attached our media kit which goes over the application.

On another note, did you see Lady Gaga take home all those awards at the VMA’s last night? I was super happy for her! She totally deserves it.


IMPORTANT ShoeMoney tip:

Notice what I did here? I was completely disarming. I was not pitching…. my wife was. Being married, he knows how pushy wives can be. Then after the pitch, I QUICKLY got back to our personal stuff. See how that works…. I am gonna make you into a persuasion ninja yet.

Bloggers are Not the Same as News Reporters

Big difference between getting bloggers to write about your stuff as opposed to main stream news reporters.

Give to Receive

I get hundreds of pitches a day from people to write about their products. You know which ones I write about? The ones who help me.

Yes, unlike reporters, I don’t have to find news stories and I certainly don’t give a crap about breaking a news story or being the first to write about how Twitter is down…

But if you see me write about how I wish something existed or if you notice something I have that sucks, then fix it for me and I guarantee you if I use it, I will write about your stuff because I owe you. Period.

My price for doing a paid review is between $4,500.00 and $6,000.00, depending on how much work I have to do. So if you compare that between you just solving one of my problems (which costs you nothing if you know how to do it or paying some code monkey to fix something wrong with my stuff), it’s an awesome deal.

Bloggers Sell

On 2 separate occasions, people have written about how being on my site drove 100x more sales then being on Techcrunch, which has over 400x more readers. The difference is the relationship with our readership. I know my readers and my readers know me. If I write about your product and especially if I can show how you can use it to make money, or better yet how I make money, then I am going to sell the shit out of your product.

All Reporters and Bloggers Can Be Greased

Every reporter I have ever known, the closer I have gotten to them, I have learned that it’s all about greasing the wheels. But it’s not just about money. Let me give you some examples.

Board of Advisers

Ever noticed all the companies I have equity in for being on their board of advisers? Guess what. Every time they fart, I write about it.

I have a stake in making sure they do well because my shares of stock in their companies go up.

Usually I don’t have to do anything for these companies, either. Well, that is not entirely true. I do have to go to their quarterly board meetings in awesome places like Las Vegas or the Bahamas and party like a rock star. Yea, it’s good to be on boards.

Let’s be honest. The whole reason they put me on their board was because they wanted me to write about them. So they get tens of thousands of dollars in free press on my website for giving me some shares in their company (which have a mystery value… and probably are worth $2 for all I know)

The point is it’s not a bad idea to offer a board of advisers position to a reporter or blogger. If they are considered an authority in the field, it’s a no-brainier. It’s a win win win. Now, you get to tout you have X person on your board, they will have awesome feedback about your product if you ask them, and you can be sure they will write about whatever new feature you’re implementing.

IMPORTANT ShoeMoney Tip:

Having a really solid board of advisers also have the extra bonus of really getting you a great valuation if you need to raise money for your company.

Money Talks

When all else fails, you can just pay for press. Pretty much every blogger can be bought with straight cash. Just email them (or use their contact form) and ask them straight out if they do paid reviews and also how much. Ask for examples of previous paid reviews.

With magazines and newspapers you can do advertorials. A couple years ago AzoogleAds (now Epic Direct) paid $20,000 to Revenue Magazine (and other publications) to do an advertorial featuring me and how I made over $500,000.00 using their network in only 2 short months in 2006.

AzoogleAds still tells me this got them more publishers than any other marketing they have ever done. The article was well done. It not only had a picture of me holding a $500,000.00 check, but also had my top tips on what I did to make such profits so fast.


A lot of times reporters have side projects with their own companies. You writing a positive review of their companies’ product is a GREAT way to open the communication door and get reciprocated.

I have done this with 2 different writers of MAJOR news outlets and it worked every time.


On occasion, you can find a reporter who will accept gifts in exchange for giving you press. Usually you have to know someone who knows them. Obviously they would lose their job if it ever got out, so it’s not talked about much. The best way to find out about things like this is to go to industry events, get shitfaced with your peers, and ask which reporters can be greased. Then ask them to do an intro for you.

In the past I have bought laptops, iPhones, iPods, and even a MacBook Air (when they first came out) for reporters. Sometimes they asked for them and sometimes I just sent them to them.

The Biggest Part

The real “secret” to getting good at getting press is practice. Sure, my best tips are all laid out for you in this guide, but are 99% of you going to actually put in the work to stalk reporters and build a press kit?

You better! I have spent 2 days writing this guide and I hope I didn’t waste my time. Get after it!

Ohh, and by the way:


Whenever I write a guide like this, people will use these techniques on me and then get pissy when they don’t work.

Do you understand that’s like when a magician teaches you a magic trick, and then you’re upset when he is not amazed when you do it.

Anyway, good luck!!!!

By Jeremy Schoemaker

Jeremy "ShoeMoney" Schoemaker is the founder & CEO of ShoeMoney Media Group, and to date has sold 6 companies and done over 10 million in affiliate revenue. In 2013 Jeremy released his #1 International Best selling Autobiography titled "Nothing's Changed But My Change" - The ShoeMoney Story. You can read more about Jeremy on his wikipedia page here.

260 thoughts on “Getting Press for Your Website, Application, or Service”
  1. Thanks for the useful tips. Btw, can you set the bottom pop-up on an IP/cookie lock so it only shows up when a first-timer user comes to your site? It’s mighty annoying to have it pop up on every page.

    1. Kudos for the pointers, Jeremy. Mashable and TechCrunch are currently two of the biggest social media marketing movers and I’d like to engage either of the two to get my online digital gaming shop off the ground. (PS. Kindly look into the pop-up request. It is quite annoying sometimes — especially when I’m poring over the NSFW pics.) LOL

      1. Mashable and TechCrunch are really good and targeted traffic sources. And I also agree with the pop-up 🙂

    2. That popup does get annoying but I can understand why it’s there. I do wish something would keep it from popping up quite so much.

      Thanks a lot for the great guide! Lot of useful info here!

    3. It’s still there. Honestly, I’m getting tired of repeatedly closing that pop-up only to see that it’s there again. Annoying sounds like an understatement here.

    4. I agree with this. I have been reading articles on this website but that thing keeps popping up from bottom. Its annoying. It should be one or two times per IP or something.

  2. PR people should read this post. We get so many of these assholes emailing us asking for free exposure and they don’t know jack shit about us or our site.

    “Dear Blogger, We have a great opportunity to share with your readers.” -Douche Bag PR

    It’s like yeah thanks, here’s our ads rates…tool.

    1. I believe the sole reason they do it is because it’s their job in the first place. They have to send at least a gazillion emails a day to garner as much customers as they can. While they may be annoying to us, other people can harbor the same feeling towards us with the things we do, too. So it is basically even. Catch my drift?

  3. This is an awesome guide! I usually don’t read through long blog posts, but I honestly couldn’t stop. No, I’m not trying to use your magic tricks, just truly trying to thank you for these very in-depth tips. I’ve got some people I need to stalk and I can’t stand blatant sales pitches. What I like about this is the fact that this is genuinely how you develop mutually beneficial relationships with others.

  4. Some gold in the tips and strategies you outlined here. Definitely used a few in getting coverage for Where’s My Tip on Gadling and other sites.

    Should also be mentioned that not everyone will say yes. Don’t get discouraged by the first 2 or 3 “no’s”. Just keep swinging.

    1. Ryan, good point. Like any sales… its a numbers game. The more you pitch, the more you close.

    2. Don’t be discouraged is a nice tip. Very true. A lot of creativity helps too. Find a way to get noticed because for sure, there are others more vying for a reporter’s attention.

  5. i LOVE this post. Finally some information I can use 🙂 j/k – I am going to give this a try with a couple websites I have that could use some PR.


  6. I just arrived in my hotel room after traveling all day and pulled up this article. What an awesome article! I kept reading and reading and was jammed packed with the greatest tips. Keep up the great work Jeremy, you deserve the success you have achieved.

  7. Nice job – The big problem is that most people will see it as too much work and give up quickly. But that is not bad – that is what keeps PR people employed.

  8. Awesome guide Shoe.

    In your experience, do a lot of reporters see through this though, or do they actually believe you are genuine even if you just want press?

  9. Sick article Shoe!
    This is way longer than your normal post but something alot of people don’t know how to do properly (self included).

    As you can tell from my name, we run a web service that we would like to get some press.

    Gonna give it a shot.

    Thanks for the tips.

  10. Wow… that was ridiculously sharp… and way too long LOL.
    Great post. Keep up the great work 😛

    1. It’s the first time I read a post this long. LOL! Seriously, I had fun reading it. A refreshing read that packs quite a lot of interesting and useful tips.

  11. Another great post, Jeremy. How come you keep giving out all the best tips? I mean, stuff like this is making my job a lot tougher, especially because my competitors now know how to get press and media coverage.

  12. I found this post interesting… Just have one question… What kind of person are you to admit liking Lady Gaga? I almost threw up in my mouth just thinking about it.

  13. Awesome effort!!

    Very captivating too.

    I HAD to click on this in the feed reader to show my admiration.

  14. Jeremy,

    You should have done this in a PDF and put a sneaky little offer to the Shoemoney System or something like that at the end. 😉

  15. nice guide shoe. I’m particularly fond of the wife doing the pitch, I use a similar technique to great success.

    1. The “wife pitch” was clever. I’ll definitely keep that in mind next time I have to make a pitch.

  16. Awesome post. I’ve set a goal over the last couple of month to learn some new persuasion techniques and I SEE A TON being used in you scripts. Keep up the good work(HAHA J/K)

  17. That’s great stuff Jeremy…. You have an awesome way of turning the not so obvious into the obvious!

    Thank You

  18. Nice one. I swiped this entire post. We have an app coming out soon for IPhone so we are going to use this guide to get some PR.

  19. Good tips! I like the somewhat raw, unpolished, tongue-in-cheek tone. It makes it more appealing and fun to read. I’m sure I’ll be more attentive to your blog after this. Thanks.

  20. Jeremy,

    Great article and I’m glad to see you walk through the steps of researching someone.

    Tip: Do the same steps Jeremy suggests when you are interviewing for jobs or trying to land a large account. I can’t stress enough about researching on the people you plan to work with.

  21. seems phony to me to lie and try to sucker the writer/journalist. Smart ones will not bother with you. The pushy wife comments/tactic cuts you our of female writers. It’ll have to be reworked.

    re>”She was like isn’t this your friend who likes Lady Gaga?” If I got that line from a stranger, their email would be bounced immediately. Why is this person talking to their spouse about me as a friend? [ Think of Ned Ryerson “Needlenose Ned” in Groundhog Day. ]

    I’m found honesty is always the best policy. I’m not rich like you but may I’m not willing to pay the price you do, either. I’m wondering about you now, Shoe.

    1. It’s a very helpful and honest post. But yes, to a certain extent I do agree with you that it seems phony to lie to reporters. I think a healthy respect for journalists, and what they do, is important.

    2. I think the post was well-intentioned. But I wonder how reporters who’d be able to read it would react to the condescending attitude towards them.

    3. Everyone has a built-in radar for BS. It’s much better to rely on honesty especially if you’re the one asking for a favor.

    4. …Believe Jeremy may have been having a bit of fun at Pogue’s expense. This is a quick and dirty (but thorough) outline of the process. Obviously, use your own judgment for the details.

  22. Jeremy,

    What I appreciate about your article is your unabashed writing style and the valuable information, of course. It certainly has helped me and at the right time (when my ducks are in the rows you mention in the article), I plan to come back to it and put it to work for my business. I know, I know. You didn’t mention ducks, but, oh well, there you have it.

    I’m actually writing an article to submit to a major magazine so this info helped me with how to approach that project too.

    Great stuff.

    Thanks so much,

  23. Good info, especially re: getting the intel, backstory on the press/reporter/blogger… important not to go into this “blind” or pretending to know something you don’t.
    Once you’ve established some connection, asking for their advice is always a good next step. Most people appreciate being asked their opinion or like to give advice…especially if they think you will listen!
    I don’t have a product yet, still working on building up my blog’s credibility and traffic… but there will come a day – and I will be using your good tips…. keep talking. I’m listening.

    1. True! A little research wouldn’t hurt. It separates your pitch from the rest who don’t even bother to learn more about the person they’re giving it to.

    2. I’ve a friend who works in PR. She told me that sometimes she provides tips or leads to her reporter contacts that may not even be related to the product she’s pitching. She said it’s a nice way to develop a relationship, or just give something back.

    1. Was about to post a comment on this (small) bug.

      Anyway, I still can say how great Jeremy is, how great is post is… to bad I don’t like LadyGaga 🙁


  24. Some of these tips are great but I don’t like getting into the ethics of buying publicity.

    This shows must publications cannot be counted on for providing objective advice.

  25. Good info. I guess the web really is like politics or showbusiness.

    Great point about the egos too. I had never considered the kind of people who go into journalism, but should have.

  26. Hi Jeremy, great article thanks so much for sharing it. Think your tips are brilliant. Off to grease some reporters now!!

  27. Some great tips, Press Releases are great way to get the word out. I personally use PRWeb but contacting news writers is a great way to get more press.

  28. This article is what I’m talking about. Tips and tricks that can be put into use now with the humor I love.

    “Ohh and by the way:


    Whenever I write a guide like this people will use these techniques on me and then get pissy when they don’t work.

    Do you understand that’s like when a magician teaches you a magic trick and then being upset when he is not amazed when you do it.”


    c’mon lets make that money

    1. I guess Jeremy is just saying that a formula may work for a individual but will go kaput for another. Just like one man’s trash is another man’s treasure only in a PR/web marketing setting.

    2. I bet the same goes for some reporters. They must’ve seen every trick there is to get their attention. Still, it could work so no harm in trying.

  29. Great stuff! I’ve often wondered how the PR guys in our company do it. I find all that fascinating, despite what’s obviously the amount of time and effort spent for it.

  30. Hello can I use some of the insight here in this entry if I provide a link back to your site?

    1. A positive story about a new product in the business section of a local newspaper may have greater impact on readers than a full-page advertisement for the product since readers perceive the news media as presenting an impartial perspective of the product. Linking to another site (just like the one above), is another common practice, too.

  31. This is awesome! Reminds me of the copywriting post I read in your blog yesterday. I think it’s all the same. Pitching to reporters or bloggers is essentially about persuading them to do what you want them to do without being overly pushy.

    1. Subtlety is the secret of making it to the top when it comes to writing copy. When you got your potential customers hooked, convincing them to do your bidding won’t be as tough. What do you think, Shoe?

      1. Yes, I completely agree with your statement. PR is just like fly-fishing in Colorado. You cast your line, ease it into the water as gently as you can and wait for the nibbles. When the lure is doing its trick and you can feel the line tensing up big time, reel your line back and claim your prize. Best thing is you can do the same thing over and over again.

        1. A well-structured PR campaign can result in the target market being exposed to more detailed information than they receive with other forms of promotion. That is, media sources often provide more space and time for explanation of a product. This is where Pogue’s skills come into play.

    2. That’s why an excellent press release/article should be included in your kit. It gives reporters a fairly good idea on what your product’s all about even without checking the rest of the materials in the kit. Makes it easier for them.

      1. Quick query: Is bad publicity still beneficial? I believe this is the question most readers would love to get to the bottom of.

  32. Ron Douglas- who’s actually a pretty laid back guy and a member of the Warrior Forum – got 45,000 aweber signups one day when he made the front page on MSNBC. He turned his ebook into a paperback and got on ABC, FOX, Good morning America, the Food Network….and a slew of other mainstream news outlet – basically he racked up $4.5 million in FREE Advertising which is amazing. If any of you guys are interested in this you should check out his course, Publisher Secrets Course – very worth check out here

    1. Is it just me or is the comment above mine a subtle ad for Ron Douglas. This here, kids, is one of the classic examples of PR marketing: subtle yet direct to the point.

      1. Hey, I saw Ron Jeremy posing with Shoe on the upper right corner widget! Loved the way he acted in Sublime’s Date Rape video.

  33. I totally enjoyed reading this post! What jumps at me is the amount of work needed to be done to establish a connection with journalists. But I think it’s worth all the time and effort once they feature the product or service you’re offering.

    1. I think the experience might be different for all of people. While some of us may find establishing a solid connection with a known journalist difficult, a few may go through an easier route. It’s that simple. That’s why getting as much social links as you can as early as now can really help. These days, when you drop a popular name, the ball will start rolling.

  34. Epic Epic post and definitely genuine. I can tell this took 2 days as a lot of thought went into it. Mind blowing and a great insight into guerilla marketing! Thanks Dr N

    1. Public relations can play a critical role in achieving a competitive advantage by, for example, opening new markets, attracting high-calibre employees, giving more access to funding and investors, creating a high value for products and services, and protecting businesses in times of crisis. All organisations, whether local or international, big or small, benefit from public relations. But the real question still is, is bad publicity still beneficial? What do you think, Shoe?

  35. Nice kick-ass content and ideas…..Reporters are brain dead flakes whom couldn’t or wouldn’t make it in the real world.

    Proceed with extreme caution as many will sensationalize and grossly exaggerate a story to sex it up which can easily be used against you in many evil ways. And the mighty WSJ is no better or brighter.

    1. Not all of them are. Journalism is their area of field of expertise. They’re not in the business of creating products or services. We can’t just expect them to grasp everything especially if it’s related to technicalities. That’s why it’s the PR people’s job to prepare kits that are interesting and easy to understand.

      1. In my own perspective, I think there is a very fine line between journalism and PR. Journalists can still be PR specialists and vice versa. Sometimes, journalists can push a certain brand in a column or article and it can be a subtle PR job. Similarly, PR people sometimes involve too much timeliness to press releases that they seem to be journalistic pieces.

    2. Keep in mind that in a certain community setting, there are movers and idlers. Whether you’re inclined to be a journalist or a PR rep, you’d still be called a hack if you’re not doing your best to give the best contributions to your chosen field. Am I right or am I right? LOL

  36. Wow such a detailed post! I had some ideas of finding details and approaching before but tips from you are really great that will help and make my future experiences better.

    1. That’s why you should monitor this blog daily. Apart from the daily tips and tricks Shoe is giving away, you can also get access to the finest perks and freebies from his friends. (P.S. Hope you came across the pictures from the Playboy party. They’re simply phenomenal.)

      1. If you’re interested in the online pulse and how to stay up-to-date in such a RAPIDLY changing environment, both professionally and socially, you need Mashable. If you are going for in-your-face web marketing tips, you need the Shoemoney blog.

        1. I once believed that PR is a glamorous line of work. Limelight all the time, baby! Nonetheless, public relations people seem to have been tarred with the image of constant partying and networking to find new contacts. The reality is usually long hours and hard work for anyone involved in public relations.

  37. I’m with Gus on this one. While there’s some great advice here, some of it really edges on creepy. It’s all well and good to do your homework, but honestly, don’t you just feel a bit unnerved when a total stranger starts making comments that just hit a little too close to home? Those are real red-lights for me and I certainly would not feel comfortable using them.
    Journalists are not stupid, but they ARE over-worked and pressed for time (yep, been there) and there have been plenty of times when I wanted to write about something but the interested party couldn’t get their act together to supply the necessary info (photos, prices, points of sale or whatever)… so a big YES on the press kit (anticipate all the questions and supply the answers up front- make their work easy and they will respond!) but careful on how “fake-close” you try and get!

    1. “Journalists are not stupid, but they ARE over-worked and pressed for time” – Well said. I don’t think it’s fair to label them as stupid or lacking in expertise.

      1. It depends on which kind of journalists we are describing here. There are those who present intelligent contributions involving a variety of topics like politics and economy, while there are those who only publish articles about the Bieber fever and 2012’s impending doom.

    2. Reporters are more discerning that most of us think they are. If “fake-close” works for them, I’m willing to bet it’s because they allow it to happen.

      1. With PR, a company does not pay the newspapers and TV channels for the media exposure it secures. It’s this third-party endorsement that gives PR its power and credibility. In short, it’s fair game to everybody.

  38. “If its not a service that we would use every day then … its a dead end.”

    I couldn’t agree more. As a consumer, I hate it when someone sells me stuff by rhapsodizing about it’s the next best thing since sliced bread yet failing to tell me how it could possibly make my life better.

    1. That’s what fascinates me with PR. At the end of the day, it shares the same goal as marketing does. Profit. But I find the PR approach subtler and effective in generating leads.

      1. If PR was a person, it would be your typical boy/girl-next-door offering you a pie saying the first one’s free. Web marketing, on the other hand, is the jock/jockette at the end of the block who always seems to win everything. But you know what the jock/jockette really wants? A date with the boy/girl-next door? Get my connection here? This is where the line between PR and web marketing really gets interesting.

      2. In this age of high-speed internet and free-for-all plastic surgery, I guess there is not much to differentiate PR from web marketing at all. Let’s use Shoe’s blog as an example. T-Shirt Fridays and Shoemoney Marketplace is a PR initiative, while releasing the Shoemoney System 2.0 was a web marketing push. Please do enlighten if I may have muddled things up…

        1. The line’s always been blurry between PR and marketing. Most people think they’re one and the same. Depends on the approach I guess. PR that walks and talks like marketing is marketing. But most successful PR projects try to build on the distinction.

          1. I’m no expert on both fields but what really makes PR and journalism interchangeable is the single goal at the end of each project: moolah. If you’re not agreeing to this, then you better hand over your Shoemoney course slip.

  39. Because of reading your blog, I decided to write my own. I had never been interested in keeping a blog until I saw how interesting yours was, then I was inspired!

    1. I thought Jeremy was writing about The Pogues when I was scanning the post. Here’s to you, Shoe! *raises mug of beer and chugs*

  40. This is probably one of the best articles you’ve written yet, Shoe. All the PR bases are covered, from brainstorming how to get the message across to what specific factors to consider to make just that happen. Painfully direct to the point and brutally honest. That’s what makes this post a winner. Thanks. Best wishes from Denver.

    1. I noticed Shoe’s entries are getting longer and longer by the day. What’s happening here, buddy? Are you just waiting for the best time to announce Shoemoney 3.0’s official release?

      1. People often have the perception of public relations as a group of people who spin everything. Spin can mean to turn around a bad situation to the company’s advantage. It is true that part of the purpose of public relations is to show the company in a positive light no matter what. There are certain PR experts that a company can turn to for this particular skill. Now that’s what Shoe meant when he threw in Mashable and TechCrunch in the mix as well as David Pogue.

  41. Hi. This article was awesome. I am not a good salesperson but I really like the methods and approach you described in the article. Thanks so much for all the ‘treats’ and advice over the years. I really appreciate it. BTW. I posted your banner on the front page of my site above. You’ll be getting an ‘avalanche’ of traffic so get



  42. I think giving to receive works both for bloggers and reporters. Some PR practitioners who have built a solid relationship with their media contacts usually provide useful information to them regardless if it benefits their product or not. If you’re in the PR business, or in any business for that matter that needs good PR, it’d help to develop a good relationship with reporters.

    1. works for everyone. such is the power of reciprocity. the more you give, the more you gain back.

      1. Yo no es que un bien versados en PR o en la web de comercialización, pero todo lo que puedo decir es que estos dos van juntos como el pan y la mantequilla (o Oleo si prefiere ir a la ruta segura). Cada estrategia de marketing web está impregnado de las fórmulas de relaciones públicas, también. Son tan indistinguibles entre sí que un mercadotécnico no se dará cuenta de que él está haciendo relaciones públicas en lugar de marketing en Internet.

  43. This is great! I love your style and perspective as someone who has actually worked in the real world, not just the virtual one. Thanks!

    1. That’s the reason why I make it a daily habit to read his posts. You should check out his other articles. There are several interesting ones you might like to read.

  44. Mashable is a great site with tools and tips. It’s also a good reference site for social networking and web design and development. Mashable will put your brand in front of the most tech-savvy early adopters, venture capitalists, entrepreneurs, influencers, Web 2.0 aficionados and technology journalists. Mashable is also popular with bloggers and members of social networking sites – an increasingly influential demographic. What’s your two cents’ worth on this, Shoe?

    1. Mashable and similar sites are only capitalizing on one thing: in this modern age, people will exhaust almost any resource to make a mark in the web. From straight online marketing to digital arts, as long as the web is up and running, fanbase-loaded communities such as social media and microblogging will keep on evolving. By featuring technology products and the state of the Internet itself, these companies are just in a clear win-win situation.

  45. Wow! It seems like you’ve read my mind! This is exactly what I need to start doing the PR for an event I’m organizing. Thanks for sharing your thoughts on it, Jeremy! I’m looking forward to more of your awesome posts.

    1. Public relations professionals use many different techniques as part of their PR campaigns. From media relations and lobbying, to speaking at conferences, to online viral campaigns, to sponsorship – and more…like displaying a bevy of naked women from the recent Playboy party. Woof!

  46. thank you really significantly , that is so excellent web-site. i appreciate your internet site!

  47. thanks a lot for this information , I’m Very happy I ran across your post , I look forward to reading more in the near future !

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  49. There is a beauty site. Thanks for the awesome read. Head over to to review newest infrared foot massager!

    1. Hey cushion massage guy! Why not give us free product trials and I’ll help you garner traffic for your site? I am afraid to visit the URL you gave since it may be an attack site of sorts. I was recently hit by a Trojan and my files went kaput in a flash.

  50. Is it just me or are there other Shoemoney blog fans who find this thing that keeps popping up at the bottom *annoying*? Nice post as usual though. I’d give this one 5 stars!

      1. This pop-up thing is definitely a bummer. I keep closing it again and again when I access new pages. Turn it off, Shoe. I beg you.

  51. I think PR and online marketing are fraternal twins. They may not look alike a lot but they are surely related. I came across this great line from a website a few hours ago and let’s see if you can corretly label this as a PR entry or a journalistic post: “It takes a crazier than average entrepreneur to go after the search market. There’s an entrenched player, Google, with 65% market share. Google is so powerful the second player, Yahoo, just bailed out of the market. And third place Microsoft is throwing billions of dollars around just to get in the game.”

    1. I think this one’s a hybrid approach. It tells us facts but we can also point out that the author is leaning towards Google with all the sugarcoating he or she is using to describe the SE titan. Hey, have you ever noticed Kesha looks like John Travolta? Just saying.

      1. I never liked Kesha’s trashy style and never will. John Travolta, by the way, is one of the best Hollywood stars. Well, back to the issue: PR is about making a certain brand stand out so that it gives customers a call to action mindset. In short, PR reps are making something not that important seem very important.

        1. And that idea can be also observed in marketing. Got a toothbrush with wooden bristles? All you need is a gifted marketer and you’ll be rich the next minute. Hire a dumbass and well, you know the rest…

        2. That they do while making it appear that they’re not out to sell you something. PR can help marketing deliver the message across with more subtlety.

        3. At the end of the day, PR’s all about creating awareness. Use all the tools and strategies you want as long as you put your product or service out there in the spotlight.

  52. That is almost the best essay i have ever seen, clear idea and expression, i have to say i am very much adore you now, may be some day i will imitate your articel style, lol.

    1. Too long and too full of details. Have you forgotten the number ONE rule in web writing, Shoe? The shorter, the better. The simpler and concise, the more it creates impact.

      1. As you have pointed out in the John Carlton post yesterday, having the skill to cram as much detail into one sentence is an asset in the copywriting world. Potential customers want to access as much info minus details and scanning. While it may be true in the world of web marketing, details and long reading are required in other fields.

      2. If it weren’t interesting, I wouldn’t have been able to finish it. It’s a bit long and I’m not into reading long articles. I have a very short attention span. But this one’s interesting enough for me to want to finish it.

        1. PR isn’t always about short-term campaigns, such as product launches. It can encompass longer-term strategic aims, such as brand building and working with local communities. So, does this transition from short, in your face posts to long, detailed articles concern me? Hell, no! Keep the great stuff rolling, Shoe!

  53. The reporters in major news paper will have huge inflows of emails for next couple of weeks 🙂

    1. That’s just like asking your friends what soda they prefer. It’s a very tough question to answer. Both seem to have established a sizable fanbase and the two also have featured tons of the hottest gigs and gadgets. Only time will tell which of the two will outlast either one.

    2. I follow both. I don’t care much if one’s better than the other. As long as I’m enjoying the read and whatever info they’re sharing then I’m good.

    1. Anything long, convoluted and confusing shouldn’t be published or made into a TV series. Ever watched a Latin drama series, Shoe? Well, this post is just like the last episode of Acapulco I’ve seen.

      1. Yes. This post may be long but the learning is so much more amplified by its length. You watch Acapulco? Seriously?

      2. It’s long but informative. Latin drama series are not or never will be as informative as this post.

    2. I get what you mean. It’s a great piece but for the part where he bashed the reporter. But maybe he just have a way of saying things that most people don’t dare to share. That takes a lot of guts.

      1. Why does Paris Hilton get away with everything? Because she has the money, fame and more money. Does that answer your question?

  54. I was about to apply these techniques on you..

    BUT, I respected your notice:


    Just kidding…
    Another wonderful display,
    LongLive ShoeMoney,


  55. Jeremy,

    Usually I like your stuff quite a bit (especially the poolside “Adversity” video you did recently) but this one pushes the line a bit too far. Lying to, bribing, and otherwise ethically compromising a professional who ostensibly is bound by a code of ethics in their line of work all in the name of balls-to-the-wall self-promotion is not very good advice to give or follow. I agree with Gus and Margaret that it’s creepy at best and, well, kind of taking the low road when many other legitimate and effective high roads exist (several of which you talked about in your post — and those were great!). Believe me, I realize this kind of shit goes on around the country all the time — especially in Washington, D.C. and Hollywood — but to advocate it and put it out there as recommended suite of tactics to get ahead? That stinks, man.


  56. Maybe they are there for a definite purpose. Like giving us the smarts to differentiate the shitty ones from the legit comments.

  57. Excellent post! So much info on something I’ve always wanted to know but never got the real deal. Also didn’t know what a press kit was until now. Super useful info and just love the entertaining writing style you’ve got.

  58. Thanks for tips Shoe.
    Well, I tried the same method couple of years ago (my struggle period) and it worked.. about 80%.

    1. Care to provide additional details from your experience? I think the only perspective here is the public are the “buyers of the product” and the media are responsible for “selling it.”

      1. More like the media is one of the many channels those in PR use to get their message out to the public.

  59. I love this post and I love your blog. I’ve been following you for a very long time. I appreciate your honestly and the quality of information that you provide.

    That being said I am sickened by the amount of the sexually suggestive material that increasingly appearing on your site. Girls in Bikini with NSFW signs right at the top?

    I know sex sells, but I figured you are making enough by providing quality content, without having to rely on this cheap tactics. Anyway just my $0.02.

  60. Jeremy,

    Sorry I could not accept the invitation to ThinkTank 2010. DK sent me an email and I had to decline due to financial circumstance, even with the discount of $1700+ from John Chow!

    We can always count on you for the goods!

    Wow that is some solid information. Thank you for sharing this!


    Nicholas Chase – future super affiliate

    1. Hey, Nick! Why didn’t you attend Jim’s soiree last Monday? His wife cooked your favorite lamb stew. Don’t worry. I ate your share. LMAO

  61. Extremely practical and useful post Jeremy.

    I’m going to implement some of these strategies starting tomorrow. Thanks!

    1. Now imagine that I’m a consumer, willing and ready to buy a cellphone online. Problem is, I have no clue where to go online to buy a cellphone. So I do what any other average consumer does, I search for it, and as most people do, I would probably look it up on the worldwide web. See the connection here? The better you web PR is, the better your business exposure will be.

  62. Great post! Even though it was 4,000 words it was much shorter and had more meat than many e-books and tutorials about PR techniques. Thanks for sharing!

  63. Another hammer down. Good post!

    Thanks for the knowledge!!!

    Keep reaching!

    Sekaani de Angeles

  64. Awesome guide. I’ll have it bookmarked since i don’t need it right now.
    I wonder how much this will benefit David Pogue due to exposure here.

    1. Pardon my French but David Pogue’s going to $crap$ in his pants when he sees the exposure this post is garnering. I imagine the reaction David will have now. He’ll just say, “EPIC!”

  65. That was super well written. One of the posts you have written that I think will best help me. I have gotten some good press, but it was more by luck. I really want to try this.

    1. The business world of today is extremely competitive. Companies need to have an edge that makes them stand out from the crowd, something that makes them more appealing and interesting to both the public and the media. It takes more than just inspiration to conquer the playing field, honey.

      1. The cultivation of favorable relations for organizations and products with its key stakeholders through the use of a variety of communications channels and tools is the primary objective of public relations. Insert a bit of press release here and a bit of gimmick there, voila! Perfect strategy to get your venture rolling to success. Shout outs from Miami!

        1. Public relations provide a service for the company by helping to give the public and the media a better understanding of how the company works. Within a company, public relations can also come under the title of public information or customer relations. These departments assist customers if they have any problems with the company. They are usually the most helpful departments, as they exist to show the company at their best. (Took me a while before completing that but I guess it’s cool.)

  66. This is a really practical and evergreen post Shoe. Definitely one I’ll be referring back to time and time again.

    1. Anybody up for a quick SC2 match? We’ll be at Streamnet tomorrow for an all-out Protoss-Zerg melee. Please send your account details here so we can add you up. Seriously, no dorks allowed.

  67. I couldn’t agree more. These tips, some of which I figured out myself with many months of trial and error, have worked very well for me.

    Getting free press can be key to the launch of products and info-sites.

    I have a product release coming in 2011 for a nutrition item and I have retained Gene Simmons to spokesperson the launch and the drink is popular in the Mid-East so being a local celeb to myself and a friend, I also have Andre Agassi as a partner.

    While most out there won’t have a celeb to mention, there are many creative and free methods to get in the door with someone and that will get your press blasted by reporters if the technique is right.

    I also co-branded a direct sales biz opp, the 4th I’ve done and I received a ton of free press by doing exactly what you outline here. The mainstream press normally ignores people like us, but I received 17 free articles worth $500K in sales to me over 90 days of release.

    These methods work! Bottom Line!!

  68. For not knowing squat about getting press, I appreciate you sharing your “how-to’s” without all the “pretty talk” that would make this post into a novel.

    I’m going to apply your tips, but will start more locally (so I get the practice.)

    Thank you for sharing what has/does work for you.

    1. I have no use for this now but I’m taking notes just in case. Love the the step-by-step tips!

  69. Shoemeister WTF are you trying to do…It took me 3 fucking days to read this shit…

    Like with all the emails pouring in to reporters…what says that mother fucker will even remember your little tiny name after your email address??? Comeeee onnnn…..

    Gimme a break……

  70. Jeremy,

    Thank you for a great article. I took lots of notes to develop my plan.

    You are a real party popper to tell us not to try this on you.

  71. Pretty thorough guide. Seems like a lot of work but I guess getting an article in the NY Times is worth a couple hours of work.

  72. It’s human nature to reciprocate a good deed. So yes, if I have a famous blog like yours I would mostly likely feature those who’ve helped me too.

    1. This is surely on of my most favorite posts. I’d just like to expound on the PR thing, though. There are certain skills necessary to work in the world of PR. These include a very high level of communication skills, written and verbal. The PR person must also be very adept at multitasking and time management. He or she may also have some form of media background or training in order to understand how the media and advertising work. Organizational and planning skills are also important in public relations.

  73. Two thumbs up! I’m picking a lot of cool tricks here. Thanks for sharing your thoughts on this man.

    1. I’m eyeing an opening in our company’s PR group. I hope I get the job, I have a feeling that it be very exciting and fulfilling.

  74. PR is all about reputation. It’s the result of what you do, what you say, and what others say about you. If you manage to combine good public relations with business links, I say you’re definitely good to go. This is one rocking post, Shoe. Regards from Glendale.

    1. It’s also an inexpensive way to reach a wider audience. Spend on your ads but work on your PR too.

    2. There’s a lot we can learn from PR that applies to non-business related dealings. And I’m not referring to grabbing media attention. It’s more on building your personal brand and establishing networks, i.e. friends and acquaintances, that could do you a lot of good in the long run.

      1. So true. Personal branding is important too, and deserves as much attention as you put into your work or business.

    3. With lots of things vying for consumers’ attention, you’ll need to pull-off a good PR job to get noticed.

  75. This is a good piece on establishing media relations. Do you have any experiences to share on other PR strategies? And also, how do you deal with positive or negative publicity?

  76. I don’t think it’s wise to deal with the media like they’re stupid. Besides, I doubt if reputable traditional or new media companies would hire people without credentials.

    1. No matter how many bad eggs there are in that field, it’s still not okay to generalize. Besides, if you do PR you’ll need them so it’s pointless to drive a wedge unless you’re absolutely sure you don’t need them.

  77. PR is not a nine to five job; the hours are long and can be stressful. However, for successful PR reps, the pay is good and the perks may be even better. (How about a Bunny thrown in, too?)

  78. I was reading through this post when out of the corner of my eye i saw so you with some hot babes, after further investigation I realised that you had been enjoying yourself at the playboy mansion. OMG I have never in my life been this jealous of another human being. You very very very very lucky man!! I would like an invite next time you go. PLEASE!

  79. I didn’t know that you manage PR for your company too. That takes a lot of juggling act. I thought you just get a PR service to handle it for you.

  80. PR’s one of the best ways to build your brand. Of course, the more awesome the brand is, the easier it is to build on it. Otherwise, it’s just a waste of time and money.

  81. I just needed to say that I totally agree:

    The “Keep up the Good Work” Line really pisses me off!

    Great post. Gonna put it to use immediately

  82. Even if you say your wife asked you to sent out the press kit. I still think the whole strategy would not work because it is too obvious. Am I wrong? Maybe. But I still think most reporters (especially from big news papers) are extremely smart people and they will see what your main goal of the whole email conversation was. Still a good post. Thanks.

  83. I just wanted to thank you for the post and let you know that I got some valuable tips for it! I also appreciate your straight forward, no bs style. Thanks again for the great article!

  84. Hi, thanks for that information. You guys should write about the simplicity of the free exposure you get from doing a free blog post on and how it ranks quick and high in the search engines. You guys can test it for your selfs with one of these news reports and see how fast it ranks.

      1. Not-so-subtle advertising to me though. Shoe, I think you should at least have a filter to keep spam and unwanted endorsements from popping up here. Or are you just setting an example for PR techniques?

  85. Cracks me up Shoe, your site was not working 100% briefly so I had to read this post via Google Cache, now its working properly again.

    Anyways thanks for taking the time to write this. Very useful and good information indeed.

    1. Ha! Ha! The site is always a bit slow, but I’m patient and the content is rewarding. 😎 [although there’s too much to read!]

      I hit a site today that kicked me out immediately (with a redirect) because the owner does not like my IP address. (when I inherited it, it was black listed… that was 6 years ago though.) I still read the page from Google cache.

  86. Hi, thanks for that information. You guys should write about the simplicity of the free exposure you get from doing a free blog post

  87. FYI- it’s amazing what a little printed press can do. Last Friday the local paper made a 1-sentence mention of a glossary of Chilean expressions I have on my blog and the visits soared! Tripled if not quadrupled in one day to something that even I had missed when I skimmed the same article!
    So it’s not even a case of getting a feature article about you or your blog-even a little mention helps a lot!

  88. That was Nice and I didnt know half the things i needed to do 😀 wow Jeremy – u a real trail blazer

  89. the magician reference at the end of the article is more literal than figurative because this shit (pardon my French) is pure magic. I say this not because I’ve actually put to practice your tips (I have nothing to sell), but instead because I’m a sucker for an in depth, useful, well written tutorial. This post is book marked with full intent upon revisiting it when the time comes.

    On a further note, ShoeMoney has been on my RSS/Twitter feed only because of the Marketing Over Coffee RSS list curated over a year ago. Til this point I’ve somehow managed to ignore every post/Tweet. I regret waiting until now to have actually read this. Most blogs give you a 800 word portion of re-purposed crap. It’s refreshing to find the gold out there.

    I almost just wrote: “keep up the good work”.

    Thank you for your work.

  90. Make it as easy as possible for them to contact you and cover your piece. Heck, even write the article for them!

  91. Yup, it ain’t rocket science to make it big. Just get the right contact and try to stand out to make a name for yourself. That’s what we have being doing with viral marketing hoax stunts with the oldest comedy forum on the web since 1995.

  92. have already been following ur website around 3 days. really like your posts. by the way i’m doing study regarding this topic. do you know other great sites or maybe online forums where I might find out more? many thanks.

  93. This is great Jeremy!

    I love your blog, I have a blog of my own.

    By the way, my wife asked me to ask you if you could, possibly, FEATURE ME IN YOUR NEXT BLOG POST? I’m not asking you, I’m telling you.

    I love your blog and I think I’ve grasped your persuasive techniques – what do you think?

    Great post really and I’m just joking (I don’t own a blog and I really don’t want to be featured despite my superb persuasive abilities)!

    “Keep up the good work”!!!!

  94. Great Article! This is very useful information for anyone who owns a business and markets online. Keep up the good work!

  95. Wow…this is very interesting guide Shoe. I am surely going to give this one a try.

  96. This blog is create.. im serious. im going to tell alot of my friends about it.. You have the greatest tips.. I wonder, do you do video marketing alot?

  97. All I can say is WOW! I have a very short attention span and I couldnt stop reading this post. Great information that I can not wait to apply. I never thought about this approach and I certainly can see how it can be effective. I will read this one over or sure and even print it out.

    Your comparison to the magician revealing his secret was killer! I so happen to have been in that business for a very long time and it was perfect ending to the article.

    Looking forward to visiting your blog more often for sure!


  98. Loved the tip on finding a reporters contact info, but I’ll stick with ego massaging over buying reports.

  99. Great tips for any serious internet blogger or company looking for publicity. and rightly said, money does talk. thanks Jeremy .. well done

  100. This guide is sick Shoe and hilarious to. I love the way you weave in the persuasion tactics. Many people don’t realize the power of tapping into these simple mechanisms.

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