Bob Serling is known for his top marketing products, Online Profits at the Speed of Light and Strategic Marketing Secrets, which are known for giving some of the best Internet marketing tips and great advice on conducting a business online. One of Bob’s most unique products is one that really stands out amongst many other standard marketing products. Contrarian PR is all about the best and most profitable way of conducting publicity for your business. Publicity is often overlooked in today’s Internet marketing industry, and evidently, the businesses that have truly mastered the art and science of publicity are usually the industry’s leading ventures and the most successful companies.
    
In traditional, brick and mortar companies, standard public relations usually work fine. However, for online businesses that sell professional services, regular public relations strategy does not work too well and is definitely not worth the time or investment. Writing press releases, articles, and bio sheets along with contacting editors and reporters in order to get mass media coverage is just part of what goes into an entire publicity campaign. Normal press coverage will not cut it for Internet marketing; the process of publicizing your online business for profit takes a lot more than just designing and executing a standardized publicity campaign.

Bob’s Contrarian PR program does a fabulous job in illustrating exactly what it takes to carry out efficient and effective publicity for a business online. Bob actually created this program after his first hand experience with public relations in his company. He complained that he did not have time to perform all the tedious and time consuming duties of a press campaign on his own. So, he decided to take what he calls a “contrarian” approach to public relations. By hiring a publicist to write articles about his business and placing them in the publication of his choice, he had completely shattered the fundamental rule of the “do-it-yourself” experts. Bob had been advised that in order to really carry out an amazing campaign, he was going to have to hire a good publicist that would charge at least $30,000 for his services. However, Bob had a $2,000 budget and he was determined to stretch that out and squeeze every penny’s worth out of it. So, he hired a great publicist that was willing to accept his offer and went from there. Within two weeks of hiring his publicist, Bob accomplished many things with his business, including: getting the second largest daily newspaper in San Diego (his home town) to run a big article on the front page of the business section about him and his business, an invitation from a leading government agency to be on the advisory board of their innovation council, a 20 to 30-minute interview on a leading radio show for business executives, being asked to speak on innovation at an event for business, education, and government leaders from all of San Diego county, and a commitment from a prominent publication to run yet another article on my business.
     
Contrarian PR focuses on how to get tons of press coverage for your business by breaking all the so-called publicity rules. Bob learned that by investing a few hours of his time with the right strategies and the right publicist, he was able to produce amazing publicity results. Bob explains that although you do need a publicist that can write articles and do all the “heavy lifting,” you are the one that needs to really understand the way that publicity works in the online market, and you are the one that needs to steer the wheel and give directions. The contrarian approach breaks the mold of the typical, basic public relations course; it focuses on what works today for the product that you are marketing. Contrarian PR was created from an alternative perspective that really does produce tremendous results. So many marketers have wasted so much time, effort, and money into a publicity campaign that has barely even produced profit. Bob’s program teaches marketers that you do not have to spend a fortune on publicity; in fact, a little goes a long way. The trick to success is in the strategy and methods that you use. There is no need to spend tens of thousands of dollars on a campaign that might not even give you the desired results.
     
Contrarian PR goes into detail about specific techniques that you can apply to your publicity strategy in order to maximize results. For instance, one of the topics focuses on the most common myths about publicity. This is a great section, because in order to understand Bob’s contrarian perspective, it is important to know why this alternative approach is different and better. You need to know the truth about what really works in the field and what does not, and you need to know which rules to break to get the ideal press coverage. Another great topic in the program is finding a great, affordable publicist. Spending $30,000 on a publicity campaign is completely needless and unnecessary, and it is very possible to find an amazing publicist that will not break your bank account. Sometimes, though, it can be quite difficult to get a hold of these gold mine publicists. Bob shares his secrets to finding skilled publicists at affordable rates. In the course, Bob shares reliable sources that he uses to find top quality publicists. Some topics are more specific, like, what should and shouldn’t be covered in your article. These strategies break many of the traditional public relations rules that so many marketers have been used to following for years. However, unlike the old, standard rules, these alternative, new guidelines will produce amazing results. Other topics covered in Contrarian PR are what never to put in your publicity materials, Bob’s “concentric circle” approach that surprised even his publicist, a simple sentence that doubles the amount of press coverage you get, and complete answers to all your questions. Bob Sterling has definitely become one of the most knowledgeable marketers today in the area of publicity, and he does a fantastic job teaching marketers his strategies in his program, Contrarian PR.





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