Hi There !

I own a small interest in a dog training business in the San
Francisco-San Jose Bay Area:  wwww.onedaydog.com

We want to hire a PR person for a short-term project.  The goal would
be to contact local newspapers, radio stations, and television
stations.

Our plan:  train someone's dog (e.g., editor's dog, radio announcer's
dog, TV producer's dog, etc.) at no cost.  The fee is normally $300.

Hopefully, that media person would be so impressed with the free
training that he/she would give us some free publicity or an
interview.

Unfortunately, our marketing budget is smaller than a toy Chihuahua. 
So we need a PR person who can work cheap.  (I would love to do a
first-class job some day.  But we do not want to commit big money now
to this unproven marketing concept.)

A 5-star answer would be 2 or 3 suggestions for finding a PR person,
or otherwise getting the publicity we need.

All comments greatly appreciated!

Thanks
ron

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Request for Question Clarification by easterangel-ga on 11 May 2006 18:32 PDT

Hi and welcome back!

I really don't know if I can suggest a PR company since I think if you
have to properly judge one, you have to try it.

Anyway, in case PR tips would do, is this the type of article you're looking for?

http://www.entrepreneur.com/Your_Business/YB_SegArticle/0,4621,304254,00.html


If yes would articles like these suffice as an answer?


Thanks.

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Clarification of Question by nronronronro-ga on 12 May 2006 00:13 PDT

Hi easterangel!

The article is terrific.  But I really need 2 or 3 PR firms in the Bay Area.
Preferably small operations (not big firms) given our small budget.

Thanks!
ron

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Request for Question Clarification by easterangel-ga on 12 May 2006 01:23 PDT

Maybe another researcher who had experience with this will be much
better for you. I am opening this up for others to take on.

Thanks!

---

Clarification of Question by nronronronro-ga on 20 May 2006 16:20 PDT

Thanks, easterangel.  I appreciate your help, and will have another
(different subject) question for you shortly.

Thanks again!
ron

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Request for Question Clarification by bobbie7-ga on 20 May 2006 17:29 PDT

Hi Ron,

The Edward S. Ageno School of Business at Golden Gate University
offers a marketing and public relations program.
http://www.ggu.edu/academic_programs/marketing_and_public_relations

You could post a job offer for a public relations program student. 

GGU Careers

GGU Careers is the university Career and Internship Services' online
link between students, employers, and alumni. This password-protected
environment allows students to view job postings, see upcoming events,
and more!

Employers can quickly post jobs, register for our career fairs, and
edit previous job postings.
http://www.ggu.edu/student_services/career_services

Bobbie7

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Clarification of Question by nronronronro-ga on 27 May 2006 16:52 PDT

bobbie7----you are brilliant!  My office is very near Golden Gate University.
I'm on it!

Thanks, as always!
ron

P.S.  Please post as an answer so I can pay you.

Dear Ron,

I'm delighted my suggestion is helpful!
My findings are reposted below to make this answer official.

Sincerely, Bobbie7


------------------------------------------------------


The Edward S. Ageno School of Business at Golden Gate University
offers a marketing and public relations program.
http://www.ggu.edu/academic_programs/marketing_and_public_relations

You could post a job offer for a public relations program student. 

GGU Careers

GGU Careers is the university Career and Internship Services' online
link between students, employers, and alumni. This password-protected
environment allows students to view job postings, see upcoming events,
and more!

Employers can quickly post jobs, register for our career fairs, and
edit previous job postings.
http://www.ggu.edu/student_services/career_services

bobbie7 is grrrrreat !

ron

It looks like an opportunity to acquire a small piece of a PR company.

PR people are either those who already know influential people
- or those that people perceive as being useful to know

eg: PR tykes know celebs, or they are celebs in their own right.

TV and newspapers are always looking for 'filler stories', perhaps
they even invent them ( naive facial expression ).

If you can produce publishable material yourself, and pass it around a
bit, you will probably 'talent spot' what you want.

I would start with 'before and after' DVDs
(copyright yourco - but only released with permission of the client)

Your PR person will materialize from thin air, and will buy you lunch
- and request a slice.

Cute movies sell.

frde,

Thanks for your comments.  At first, your thoughts reminded me of a
Fellini movie.

But as I read and re-read (and re-read!) your comments, your wisdom
became crystal clear.

Thanks, frde.  I really appreciate the advice!
ron

Dog Training makes cute footage for TV, on-line 'video' and good news copy

PR people might want your product to act as a lure, so they can push
their other stories.

You might find that your PR is a saleable commodity
- or at worst case, you get it for free

I think Bobbie7-ga's suggestion is very sensible, and would extend it
to look for people who can make your film footage

Years ago, I saw the out takes of the Andrex Puppy commercials, JWT
had a long film of them, they were hillarious
- you have something similar

frde-----this is a fantastic suggestion.  My friends (the dog
trainers) live on a big ranch.  The dogs are always romping around,
playing with the pigs/goats/bunnies.   (OK, they are actually chasing
the bunnies.)  All of it is eminently photogenic and film-able.

Outtakes!  Another home run idea.

Thanks, frde!!
ron

In the 1960's to 1970's dog training became a 'reality TV' hit in the UK

The doyen was a woman called Barbara Wodehouse who was an extremely
bossy character.
A friend of ours knew her and gave us one of her books.
We lent it to a family with a delightfully unruly Golden Lab, the book
came back with a clear set of teeth marks in the hard cover.

You could get some delightful film footage, all shot for free by
enthusiastic film students.

Incidentally, Joe Public is not averse to paying for their 15 minutes of fame.