6. Introduction

A well constructed introduction helped build empathy and highlighted that Clinton's life had not all been plain sailing. The fact that his father died when he was young, his mother was a nursing assistant and he was born in Hope, a town of 10,000 people, helped put his success and achievements in context.

7. Building on sense of destiny

A strong personal brand is built on stories. The story of Clinton meeting President Kennedy when on a youth leadership camp was used to great effect. Not only was it mentioned in introduction but that famous photo of Clinton shaking JFK's hand was also used in marketing materials. Other brand building shots included an intimate moment with Hilary, a shot of him playing saxophone, a jogging photo, one with Chelsea and one featuring Clinton lined up with 3 past Presidents. They all helped to define Clinton man.

8. Customising message

Clinton's speech in Perth was customised to include stories relevant to a Perth market, including his memories of Perth switching on its lights at night for a US space mission re-entry and comments on a former US President's career as a mining engineer in Kalgoorlie.

9. Using humour

Clinton had some great lines about how he could have helped previous Presidents in dealing with media in tricky situations.

10. Memorable one liners using opposites

This can be very effective. When talking about possible solutions to war against terrorism, Clinton said "most of big things in life are simple".

11. Repetition

Clinton used this proven speechwriting technique to great effect.

12. Using metaphors

Clinton used metaphor of gap between invention of club and shield to describe present situation in war against terrorism. He said "this gap needs to closed". Metaphors can give intangible concepts more impact with an audience.

13. Develop empathy with audience

Clinton told story of how he was in Australia at Port Douglas on September 11th and how his daughter Chelsea was in downtown New York. He connected with every parent in room when he talked about his feelings when he couldn't contact his daughter for three hours on that day.

14. A call to action

The aim of event was to raise money for a Children's hospital. Clinton's final words were "I want you to help". Simple, direct and powerful.

I hope you have enjoyed this analysis. I certainly learnt a lot by seeing one of world's great communicators in action. Whatever your personal views on Clinton are ... his personal warmth, ability to connect with an audience and presentation skills are outstanding.

MY NOTE: Thanking someone sincerely opens lines of communication.

3. Write press releases that can be printed verbatim

Best of all, Ottawa Citizen printed my press release, practically word-for-word, in their Sunday color section. RelapsedCatholic's hits that day were higher than they were for whole first month I was online!

MY NOTE: Write your press releases in same format journalists use to write their pieces and you'll stand a better chance they'll use your words instead of struggling to capture your ideas by paraphrasing -- which can lead to a different interpretation than you intended.

4. Network with press at your speaking engagements

I was asked to sit on a Periodical Association of Canada panel, Writing about Religion for Secular Press. I also held a book signing during BookExpo Canada. Networking after panel discussion led to new friendships with other writers/editors. And again, a spike in page views. Hits to webpage have remained fairly high, increasing four-fold since site's inception in November 2000. My logs show an increasing number of regular return visitors since press release went out. Hits went from about 300/month in November to more than 2000 in April, and have remained steady since. I anticipate May's hits will be about same due to upcoming story in Catholic Register, and continued mention in by-line of my Toronto Star column.

MY NOTE: Writers and editors are more likely to listen to you once you've spoken on a panel (or at a keynote or workshop). You've established yourself as an expert -- someone who has expertise and is worth speaking with.

5. Continue sharing your news with right targeted media

MY NOTE: Once you get publicity ball rolling, keep it in motion by following any leads that could bring you more readers, recognition and sales.

Kathy sent me her story and now has opened another avenue to more publicity for her one mention. Excellent work, Kathy!

Learn more about getting good press and self-promotion to gain publicity for your business, product or cause in *Sell Yourself Without Selling Your Soul*(HarperCollins). Go to http://www.prsecrets.com for your free excerpts today.