It's all about the...

Want to get some print?

Try using creative wordplay. That's right, in many cases, it's the style - not the substance - that gets you quoted in the press.

On the Duane Sand for Congress race in North Dakota, we got a lot of press this way. We launched a website called, "SandupforPeople!" supporters were dubbed, "Duaniacs" or "Sandista's" - when our opponent tried to co-opt our ideas, we told the press he was merely: "Jumping on the Sand Wagon."



Wordplay is best when it"s not just clever - but also underscores your message.

One of the best examples occurred recently when Ohio Gubernatorial candidate Jim Petro announced a coups; He was picking popular conservative Phil Heimlich as his running mate. His opponent's spokesperson Mark Weaver responded: "This Heimlich maneuver will not stop Jim Petro's last-place candidacy from choking (Theis/Sloat, Cleveland Plain-Dealer, 3/23)."


One note: While wordplay can be effective, it can also be dangerous. Recently, Colorado Gov. Bill Owens apologized for saying "the natives are getting restless" during a conference on tribal gambling.

However, if used correctly, this technique will get you much-needed attention - and get you press when the substance of your story may be a bit less than "newsworthy."