Dear Friends,

I hope you and all your friends and family are safe and well. I also hope you are all recovering from the past weeks' sobering events. I know we're trying to get back to business as usual between tears and prayers. In that spirit, I wanted to share something that has been on my mind. These events have caused major shifts in the way we think. In some ways that's good; in other ways it's counterproductive: Some of us have sought to ostracize, even punish, anyone who appears Muslim or Arab, while others urge national unity, prayer and healing.

I've gotten hundreds of missives from people whom I know, barely know, or don't know at all, via email entreating me to do something--sign a petition, give blood, meditate, you name it--all important things. We have all been deeply effected, and this has given many people the chance to reflect on how they are living their lives. There is no doubt that we've been changed forever.

I didn't send any of you a missive in between this newsletter and last month's because I felt that it was important that I do as I've promised--only send my monthly newsletter and no other information. That's our agreement. You expect me to give you information about publicity, media coaching and marketing. That's what I do. I think it's important to keep agreements in all areas of our lives.

During this time I've heard many people say, "My job/life/work (fill in the blank) seems irrelevant in the face of such enormous disaster." I heard on the radio that renovation plans for Lincoln Center in New York will be postponed and the money will go instead to rebuild what has been destroyed. And because of that delay, plays and books have also been put on hold and deemed inappropriate for these times.

Dean Sharenow, drummer in the play "The Full Monty," said it was eerie and strange to put on a Broadway show under the current circumstances. But the producer stood up to say before the first show following the events of 9/11/2001, "We're not firemen. We're not policemen. This is what we know how to do and so we are going to do it to make a difference."

We all know how to do what we do, and I believe we should continue to do it in the face of adversity and mortality. We never know when we are going to die, and most of us don't like to think about that. I'm asking each of you to carry on--otherwise you could be playing into the hands of terrorists who profit from frightening us into believing we're irrelevant and that we must hold back, living out of fear.

Our economy depends on each of you doing your part--and I'm not talking just monetarily, although that's a part of what makes it possible to live as we do. I'm talking about what Tom Friedman, New York Times foreign-affairs columnist and author of "The Lexis and the Olive Tree" calls being a "thriver" versus a "survivor."

"Thrivers" are cognizant of danger, but decide that they will continue to go about their business, aware, but not fearful of what may happen. "Survivors" take in too much information, become paralyzed by the possibility of danger and death and stay home. They live their lives controlled by what may happen, the "what ifs."

I have decided to be a "thriver." After all, I've already been in three car accidents, was hit by an ice cream truck last month while running, and yesterday, as I was driving back from a smog check, my left rear tire fell off and went bouncing down the street into the arms of my pilates instructor. This may not be terrorism, but my car is a deadly instrument! I still choose to continue driving. "We are the sum of our choices," says Camus. All of our daily choices make up this series of experiences we call life.

In my writing group last Thursday we were all still unsettled from the ongoing events, so we read poetry before we wrote to calm us down. Life-affirming poetry by my dear friend Joan Logghe from her book "Blessed Resistance."

How to Improvise Rain

Take a shower and sing about rain.
Know that rain and grace are the same
Word in some Middle Eastern languages.

Say Grace, then water the lawn With a Rain Bird
sprinkler. Play Coltrane,
The Grateful Dead, or Ella Fitzgerald to your lawn.

Talk to the grass. Say, "La la la."
Pour dishwater on rosebushes.
Deconstruct the word drought.

Ought. Draft beer. Drama. Ouch.
Examine the sky for sky-looms, where rain
In the distance never hits the ground.

Make weather predictions.
Devise a theory about rain. Make life grainy
Through slow,long exposures.

Develop black-and-white
Film from a storm. Chant in Sanskrit
About the River Ganges.

Hand churn rain-flavored ice cream.
Wear ozone perfume. Play a kettledrum
Softly. Do not waste tears.

But cry. Go to sad movies. Find a man
Who cries. Marry for moisture not money.
Make love on a roof. Have wet children.

Go to the Rainbow Dance at Santa Clara and love
Children holding painted rainbows in their hands.
Watch the backdrop of clouds darken, wince at lightning.

Buy a pass to the local pool. Hang laundry,
Wash a car as sacrifice. Put on white slacks and walk
Along Paseo de Peralta. Improvise grace.

Save bathwater and send it to the apple.
Learn a song in the Tewa language.
Dance till you sweat the "The River of Babylon."

Petition Saint Jude.
Read these words outside.
Name your son Noah.

-Joan Logghe

There is a place for poetry. There is a place for all of us to do what we do best. We need our poets as much as we need our firemen and our doctors in these difficult and sorrowful times. They give a voice to the feelings that most of us can't articulate.

My work is my prayer to you. Go and do your work in the world.

Be well and thrive.

Warmly,

Susan

HOW TO PITCH YOUR PRODUCTS AND SERVICES DURING A CRISES

The first question is: Is this appropriate? It all depends on your intention and how you go about it. Some questions to ask: Are you being self-serving or are you genuinely offering help to people? What can you offer for free that helps people in dire need? Can you comment, give advice, or put unusual circumstances in perspective? Have you helped people in similar situations before? Do you have unusual ideas that some other expert hasn't thought of?

Barry Pascal owner of Gifts & Decorative Accessories, a combination gift store and pharmacy, told me his story of how he helped his community after the 1994 Northridge earthquake when I spoke at the Los Angeles Gift Show a few months ago. His story is a timeless one for any disaster.

Shirley and Barry Pascal were sleeping when the earthquake struck early in the morning January 17, 1994. They rushed to their store, a 61-year-old pharmacy and the oldest ongoing business in town. The damage was "a thousand times worse than our house," says Barry. Much of their gift store inventory of glass and other delicate items, along with all of their storefront windows, was destroyed.

By 9:30 a.m. pajama-clad customers made their way to the pharmacy, some seeking remedies for their injuries, most hoping to find prescriptions for critical medication. Many of these people weren't regular customers, but the Pascals took care of them and charged them wholesale cost nonetheless. People who came without cash were given medications for free.

MY NOTE: The Pascals reacted with genuine concern to the disaster and assisted people in ways that made sense for their business.

Shirley set up a first-aid center at the front door. During the next four days, teams of pharmacists and clerks stood at the door to help all who came for products and medicine. After attending to people's immediate physical needs, the Pascals turned to their emotional ones. The neighborhood looked like a depressing "war zone" so the Pascals employed a sign painter to design a cheery plywood mural of the Wizard of Oz, complete with the yellow brick road, tin man, lion, and scarecrow and the words, "Northridge. There's still no place like home."

MY NOTE: The Pascals came up with a creative, fun, uplifting idea that boosted community morale.

After that they designed T-shirts with the same slogan and donated some $3,000 in profits to the Northridge Chamber of Commerce to which Barry belonged, saving it from going belly up.

MY NOTE: The Pascals were focused on keeping important aspects of their community in tact.

Good news travels fast. When the California State Senate found out about the Pascals outstanding community service, Barry was asked to serve as one of two co-chairs on the Northridge Earthquake Task Force whose duties included creating proposals to improve preparedness. Barry also served on a committee that worked with the state's Red Cross and California Pharmacists Association to design a disaster plan for pharmacies. The walls of the store are covered with certificates of commendation and recognition, including one from the California Legislative Assembly, another from the U.S. Senate.

MY NOTE: Barry was recognized as a leader within his community for taking action and developing systems that work during a catastrophe. He also helped restore the community both physically and emotionally--qualities needed to plan legislation for future disasters.

Today, more than six years later, people still remember. Every day at least one person comes by the store just to thank the Pascals for their assistance, or to tell them that although they've moved out of the area they make a special trip to do business with Gift Gallery/Northridge Pharmacy.

Barry Pascal, Pharm.D.

NORTHRIDGE PHARMACY and Gift Gallery
9167 Reseda Blvd Northridge, CA 91324
818.349.7000
Email Barry

VISIT THE NEW PR SECRETS STORE TO PUT YOUR PUBLICITY PLAN INTO ACTION

Yes, it's finally happened. I'm announcing the opening of the store to all of you first, before we list it on search engines. Go to: http://www.prsecretstore.com. You'll find products to help you promote yourself, your business, product or cause--without selling your soul. We'll also be adding new products in the weeks and months to come so check back in a few weeks for exciting new information!

If you find anything difficult, amiss, or just plain irritating in the new store, please let us know. Conversely, if you find something that you like or works well, feel free to share it with us directly.

Once you buy something in the store, you can elect to provide comments that are tallied by the Yahoo! Store for rating as a Yahoo! Merchant. If you choose to provide your comments (with something positive!), you will be sent a link by email from the Yahoo! Store. When you visit the web page from this link, please click on the radio button on the bottom of the page that will automatically send us a copy of your comments. When we receive them you'll receive a complimentary copy of "6 Secrets to Controlling Your Content in a Print Interview" in a PDF file. Thank you in advance!

HOW TO GET BOOKED ON "OPRAH" & OTHER TOP TALK SHOWS

Come to my class on November 6 at the SF Learning Annex and find out what it takes to get on the top talk show in the country. I'll be revealing the strategies of top publicists who regularly get their clients on Oprah, along with other closely guarded "trade" secrets.

A few things you'll learn:

*The ultimate secret to getting chosen as a guest on "Oprah".

*Stories from people who have successfully gotten on the show.

And much more.

P.S. You'll get a live mini-training session in the class so bring your pitches.

P.P.S. Expect a surprise special guest who will give you a look at what really goes on behind the scenes at "The Oprah Show".

Find out more here.

Register today at 415.788.5500 or online at: http://www.learningannex.com

GET NOTIFIED

My "How to Get Booked on Oprah," ebook is almost done (Mid October). It's already over 70 single-spaced pages packed with exclusive interviews with prestigious publicists, case histories of famous people, case histories of authors and entrepreneurs like you, insider secrets, hot tips, and focused strategies to give you a look at the inner sanctum of the No. 1 talk show in America.

1. If you want to be among the first people notified the minute I finish, send me an email at with the words, "Oprah Book" in the subject line, and I'll give you the *first priority* scoop.

Read the Writer's Digest article on Oprah to give you a small taste of what's to come in the ebook.

2. If you would like to be on the special "alert" list for hourly available consulting time that I'm making available to people who are not my regular long-term clients, send me an email with the word "alert" in the subject line and I will email you when an appointment slot opens up. (Thanks for your patience to those of you already signed up. I haven't had any free time as yet.)
    

3. If you would like to be considered in our upcoming affiliate program put the word "affiliate" in the subject line of your email and we'll send you the guidelines. You'll be able to earn quick cash promoting our products on your site and through your newsletters with almost no effort at all. Once we've got the details worked out you'll be sent the information you need to get set up pronto.

NOTE: Placing yourself on any of these lists does not obligate you in any way. Those of you who have already sent me an email regarding any of these three items don't need to resend. Rest assured, I've got you on my list.

WRITE YOUR OWN EBOOK FAST!

Write Your eBook or Other Short Book-Fast! - $14.95 (will be $24.95) You'll get short cuts and the "fast-lane" technique, which will turn you into an author in less than a month. It even includes ways to promote online--with or without your own web site. Book coach Judy Cullins says, "This book supplies the how-to's to make your book a great seller." Order your copy before the price goes up at: http://www.bookcoaching.com/

BE "IN THE KNOW" WITH PR INSIDER NEWS

O'Dwyer's PR Daily - Online Access to the Inside News of Public Relations has everything from how to hire a PR firm to books of interest to PR professionals. A great insider's look at the industry. http://www.odwyerpr.com

PROMOTE YOUR EXPERTS

If you want to promote experts who can comment on last week's terrorist attack, here's an easy way to do it.

Take advantage of the free public service being offered by Xpress Press News, an e-mail press release distribution company. For the next 30 days, the company will be compiling a list of experts who can comment on a wide variety of topics related to the attack. The list will be sent once daily to thousands of journalists all over the world who subscribe to the service.

Send the following information to :

--Contact person's name
--Contact person's e-mail address and phone
--Contact person's location, time zone and preferred method of contact
--50 words or less describing your information

In the subject of the e-mail please type: Crisis Information.

The deadline for sending information is 8 a.m. Eastern U.S. Time. The mailing is sent daily at 11 a.m. Eastern U.S. Time.

Information is continuously updated for access by reporters at the Xpress Press website at http://www.xpresspress.com/news/

THIS TIP WAS GENEROUSLY GIVEN BY PUBLICITY HOUND JOAN STEWART WHO SAYS,

"If you like these tips, please pass them on to your friends, clients and colleagues. If you REALLY like them, subscribe to The Publicity Hound, my 8-page print newsletter published six times a year. Great stuff. Three or four notches above what you read [in the online version of the Publicity Hound]. And lots of media contacts. If you want to test-drive it first, check out the sample issue that can be accessed from my home page at http://www.PublicityHound.com. You must have Adobe Acrobat to read this PDF file.

Call 262-284-7451 to subscribe, or send a check for $49.95 (inside the U.S.) or $59.95 (outside the U.S.) to The Publicity Hound, 3930 Highway O, Saukville, WI 53080. Or pay by credit card at my web site at http://www.PublicityHound.com.

To SUBSCRIBE to "The Publicity Hound's Tips of the Week," visit http://www.PublicityHound.com, sign up on the homepage and receive free by autoresponder the handy list "89 Reasons to Send a News Release."

GET CELEBRITY ENDORSEMENTS

This article tells you how to get testimonials for your books from celebrities and notable personalities. Jordan McAuley contributed this tip. Another possibility: From book coach Judy Cullins M.A. How to Get Back Cover Testimonials from the Rich and Famous - $5.95 Includes ten steps to get them and a sample letter asking for the testimonial by Dan Poynter.