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CHAPTER II  HOW TO TURN NOTHING INTO        SOMETHING IN  THREE WAY-TOO-EASY STEPS
IF YOU WERE BEING KIND, YOU WOULD SAY MY JOB IS IN MARKETING AND PR    Well, Id say thats a polite veneer to the harsh tru...
TRADING UP THE CHAINis a strategy that I developed that manipulates the media throughrecursion. I can turn nothing into so...
BUT, I WANT TO EXPLAIN  exactly how I manipulated the media for a  good cause, without any of the negatives  associated wi...
A FRIEND OF MINE recently used some of my advice on trading up the chain for a charity he runs. This friend needed to rais...
FOLLOWING MY INSTRUCTIONS , he made a YouTubevideo for the Kickstarter page showing off his charity’s work.The video conta...
FOLLOWING MY ADVICE, he sent an email from a fake address with these links to a reporter at CBS in LA, who then           ...
This score on Reddit put the story on the radar of what I call the     major “cool stuff” blogs—sites like BoingBoing, Lau...
SO WAIT…He turned one amateur video into a news story thatwas written about independently by dozens of outletsin dozens of...
THE LAY OF THE LANDHOW IT ALL WORKS
HERE’S HOW IT ALL                WORKS  BLOGS HAVE ENORMOUS INFLUENCE over otherblogs, making it possible to turn a post o...
There are thousands of bloggers scouring the web looking for things to write about.They must write several times each day....
ABOVE THEM are the major national                            websites, publications, and television                      s...
IT’S BLOGGERS INFORMING BLOGGERSINFORMING BLOGGERS ALL THE WAY DOWN .   IN A MEDIA MONITORING               study done by ...
RECKLESSNESS, LAZINESS,HOWEVER YOU WANT TO CATEGORIZE   IT, THE ATTITUDE IS OPENLY TOLERATED AND ACKNOWLEDGED SO EXPLOIT T...
I CREATED A STRATEGY CALLED‘TRADING UP THE CHAIN’
ALL YOU DO IS FEED THE MONSTER  AND I PROMISE, YOU’LL GET YOUR NIGHTLY NEWS
"TRADING UP THE CHAIN"STEP 1: THE ENTRY POINT  TURNING NOTHING INTO  SOMETHING IN MINUTES
At the first level, small blogs and hyperlocal websites that     cover your neighborhood or particular scene are some of t...
"TRADING UP THE CHAIN"STEP #2: THE LEGACY MEDIAGETTING YOUR PRESS FURTHER   UP THE MEDIA CHAIN
Here we begin to see a mix of online and offline sources. The blogs ofnewspapers and local television stations are some of...
THE LEGACY MEDIA        The reality is that the bloggers at Forbes.com or the Chicago Tribune do not operate on the same  ...
"TRADING UP THE CHAIN"STEP #3: THE NATIONAL PRESS   A STEP AWAY FROM MILLIONS OF IMPRESSIONS
Having registered multiple stories from multiple sources                                            firmly onto the radar ...
THE NATIONAL PRESS          These sites will take care of submitting your articles to            news aggregator sites lik...
HERE’S HOW YOU DO IT    Take the outlet where you’d ultimately like to receive            coverage and observe it for patt...
AN EXAMPLE:                                   Katie Couric claims she gets many story                                   id...
HOW I DID ITTrading Up the Chain
A CASE STUDY
My campaign for I Hope    They Serve Beer in Hell  began by vandalizing thebillboards. The graffiti was       designed to ...
CURBEDLA BEGAN THEIR POST BY USING MY EMAIL VERBATIM:                            Thanks for the plug!In creating outrage f...
SEX, COLLEGE PROTESTORS, HOLLYWOOD.     It was the kind of story news producers loved. After reading     about the growing...
At this point, I now have something to work with. Three or four  links are the makings of a trend piece, or even a controv...
When I want to be direct, I would send fake emails with a collection of all links gathered so far and say, “How have you n...
“If only they knew we were promoting the offensive TuckerMax brand for us just as we planned…”The coverage my stunts recei...
JUST LIKE A BUNCH OF ANIMALS      The media gallops in a herd. It takes just one steer to start a  stampede. The first lev...
It freaked me out when I began to see this sort of thing happen without the                 deliberate prodding of a promo...
RYAN HOLIDAY is a mediastrategist for notorious clients such asTucker Max and Dov Charney. Afterdropping out of college at...
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When I want to be
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When I want to be Trading Up The Chain: How To Make National News in 3 Easy Steps (Excerpt from Trust Me, I'm Lying: Confessions of a Media Manipulator)

When I want to be direct, I would send fake emails with a collection of all links gathered so far and say, “How have you not done a story about this yet?” Reporters rarely get substantial tips or alerts from their readers, so to get two or even three legitimate tips about an issue is a strong signal. So I sent it to them. At this point something amazing happened.

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