What should be my next step for getting publicity for a white paper?

A couple weeks ago, I publicly released a white paper (see signature).
After releasing it, I sent out press releases. The same day I sent those
out, I appeared on the nationally syndicated radio talk show "The David
Lawrence Show" (75 cities, 4.1 million listeners). They put all their radio
interviews on their website and mine can be accessed via this link:
http://thedavidlawrenceshow.com/001552.html It was a "bit" rough, but I
think I became more polished as I later did interviews with two other
radio talk shows and a regional television news program. I then sent out
(via web-based submission forms) a letter-to-the-editor that dealt with the
RIAA suing a single working mother of a twelve-year-old girl ... which also
mentioned my white paper and gave the below link to it. During an interview
with a reporter, supposedly that letter-to-the-editor has appeared in over
two hundred newspapers (community and daily [one of them supposedly being
New York Post]). I then did a re-write of the letter-to-the-editor and sent
it out to non-US newspapers, but only know for sure of six that it appeared
in. The press release, radio show appearances, and the
letters-to-the-editor sparked twenty-four interviews with the press.
Unfortunately, I haven't come across any of the news article these reporters
have possibly gotten published.

Now I'm wondering what to do next. I'd like it to make Slashdot, but
that seems to pretty much depend on someone else submitting a news article
about it to get it there. Quite honestly, I'm pretty much out of ideas at
the moment. That and, due to other commitments, don't have any significant
amount of money to put into publicizing this.

So anyone have a suggestion?

Any publicist like to take me on pro bono? :-)

Scott Jensen
--
Peer-to-peer networking (a.k.a. file-sharing) is entertainment's future.
If you'd like to know why, read the white paper at the link below.
http://www.nonesuch.org/p2prevolution.pdf

"Scott T. Jensen" <stj@charter.net> wrote in message
news:bkucc40g39@enews1.newsguy.com...
>
> A couple weeks ago, I publicly released a white paper (see signature).
> After releasing it, I sent out press releases.
[snip]
> Now I'm wondering what to do next. I'd like it to make Slashdot, but
> that seems to pretty much depend on someone else submitting a news article
> about it to get it there. Quite honestly, I'm pretty much out of ideas at
> the moment.

Scott,

I've never went out looking for PR myself, so I may be off base here.
However, it sounds to me like you need to increase your content and your
context. (That's how Kiyosaki would say it -- I've been listening to his
books on tape for the past few weeks.)

Increase your context: Try sending out twice as many press releases.

Increase your content: release another paper on the subject and send press
releases again; pay special attention to those who responded the first time.

Is your objective to obtain popularity, or to increase readership of the
white paper? If it is the later, you might look for other alternatives to
draw attention to the paper itself. For example, your paper is regarding p2p
networking. Instead of sending out all those press releases, pick up the
phone and call people who play in bands that are seeking popularity, or
budding public speakers, and ask them to publish the paper on their web
site.

> don't have any significant
> amount of money to put into publicizing this.

Kiyosaki would tell you to use OPM (other people's money) and OPT (other
people's time). Having other people publish your paper on their web sites is
a good example of that. In addition, you need to apply leverage using what
you already have. When you send out press releases for that new, possibly
shorter , paper you're going to write, make sure to include copies of your
previous press releases.

The paper was a great read, by the way. Good work.

Mike

Scott,

It sounds like you have had a great deal of PR success so far! PR and
white paper releases are generally a slow way to build presence and
require much patience. Successful white papers also have a high
content value for a low promotional presence, relatively speaking. It
may be that by addressing a legal topic those who might use your white
paper would prefer to see an author with a legal background.

Can I pose a few questions for you to think thru?

Why did you write the white paper? Is your reason or the topic really
suited for a white paper format, or something else, like letters to
the editor? What value, actual value, would a reader get from the
white paper?

Once you have some answers, then pursue the network that has worked so
well thus far. You'll be ready tot ell them exactly why they should
be interested in your white paper and what value their
listeners/readers will get from it.

TechRepublic (www.techrepublic.com) has a current article entitled
"How to Make Yourself a Media Source." You probably have to register
with the site, but it is worthwhile.

Good luck!

Randy Bennett
EC Stratagems
Business Advisory & Coaching Services
>> Uncovering hidden value in markets and products <<
(remove ".last", "dont." and ".spamm" for e-mail)
ec-stratagems.last@earthlink.dont.net.spamm

"Randy Bennett" wrote:
> Can I pose a few questions for you to think thru?

Sure. :-)

> Why did you write the white paper? Is your reason or
> the topic really suited for a white paper format, or
> something else, like letters to the editor?

As I explained in the white paper's introduction, this was just one of many
white papers I've done for clients. The only thing special about this one
is that, for the first time, a client has allowed me to publicly release
one.

> What value, actual value, would a reader get from the
> white paper?

An understanding of where their industry or an industry that affects their
daily lives is going. Forewarned is forearmed.

> Once you have some answers, then pursue the network
> that has worked so well thus far. You'll be ready to tell
> them exactly why they should be interested in your white
> paper and what value their listeners/readers will get from it.

Right now I'm about to do one of the things I predicted in the white paper.
This after prodding from friends and reporters to do it. I'm right now
hammering out the details.

> TechRepublic (www.techrepublic.com) has a current article
> entitled "How to Make Yourself a Media Source." You
> probably have to register with the site, but it is worthwhile.

Thanks. I'll check it out.

Scott Jensen
--
Peer-to-peer networking (a.k.a. file-sharing) is entertainment's future.
If you'd like to know why, read the white paper at the link below.
http://www.nonesuch.org/p2prevolution.pdf

"Mike Turco" wrote:
> Is your objective to obtain popularity, or to increase readership
> of the white paper?

Increase readership.

> If it is the later, you might look for other alternatives to draw
> attention to the paper itself. For example, your paper is
> regarding p2p networking. Instead of sending out all those
> press releases, pick up the phone and call people who play
> in bands that are seeking popularity or budding public
> speakers, and ask them to publish the paper on their web
> site.

I have. Some of them have. There's quite a few anti-RIAA websites that now
give links to my white paper.

> The paper was a great read, by the way. Good work.

Thanks for the compliment. Due to prodding from friends, family, and
reporters, I'm about to actually do one of the things I predicted in the
white paper. I'm hammering out the details and setting things up to do it.
I'll let you know when I go public with it. :-)

Scott Jensen
--
Peer-to-peer networking (a.k.a. file-sharing) is entertainment's future.
If you'd like to know why, read the white paper at the link below.
http://www.nonesuch.org/p2prevolution.pdf