Walter Winchell was the most influential newspaper columnist of
the 1930s and 1940s, a time when newspapers were the most
powerful media in the world. He rose from obscurity as a
third-rate vaudeville performer to become feared, hated and
widely imitated.
His formula for success?
“The fastest way to become famous,” he said, “is to throw a
brick at someone famous.”
Winchell fought publicly with entertainment’s biggest names,
from Al Jolson to Josephine Baker to Lucille Ball. Later in his
career, he swung toward political reporting. Winchell championed
an unprecedented third term for President Franklin Roosevelt as
well as the Red Scare for Joe McCarthy.
He threw bricks in every direction. And this made him among the
most famous men in the nation.
Winchell’s tactics have been adopted and adapted by scores of
ambitious individuals and organizations.
How did Ralph Nader become famous? By attacking General Motors.
How did Jesse Jackson become famous? By claiming that racism is
systemic at virtually every major U.S. corporation, then
attacking those corporations one by one: Anheuser-Busch, AT&T,
Viacom, Verizon, Ford and on and on. Not only has this made him
famous, it has made him wealthy, with an annual income estimated
to exceed $300,000.
How did style guru Mr. Blackwell become famous? By issuing an
annual list of the Worst Dressed Women in the World, and thus
attacking some of the most famous females on the planet.
After more than four decades, Mr. Blackwell’s list remains among
the most anticipated – and dreaded – bricks in all of
entertainment and fashion.
Among his recent victims: Princess Stephanie, pop singer Britney
Spears, game show host Anne Robinson, royal companion Camilla
Parker Bowles, film star Kate Hudson and TV actress Gillian
Anderson.
Check out the sudden ascent that comedian/actress Janeane
Garofalo’s career has taken since she took the lead in attacks
on President Bush’s policy in Iraq. Agree or disagree with her,
there’s no doubt that throwing bricks at the White House has
benefited her.
“Before this I was a moderately well-known character actress,”
Garofalo recently told the Washington Post. “Now, I’m almost
famous.”
Famous enough to warrant an ABC sitcom, as well as more than
53,000 Google hits using her name alone.
Throw the right brick at the right person, and you gain fame.
Obviously, throwing a brick isn’t for everyone. It takes a
strong stomach, a steady nerve and the willingness to dodge a
few bricks thrown in your direction.
But it works.
The keys to creating a Targeted Newsworthy Appeal with this
tactic are to find the right brick and the right target.
The right brick is a criticism or a charge that:
1. Your target cannot easily deny or dismiss with a few
well-chosen words.
2. Arouses your target audience – your potential customers or
clients – to take action against the target.
3. Brings your issue into stark clarity for the public to see,
to study and to digest.
The right target is:
1. An industry leader with a well-known brand name.
2. A famous person who practices or champions what you oppose.
The PR Rainmaker knows: Walter Winchell was right. f you want to
become famous fast, throw a brick.
Copyright 2003 by W.O. Cawley Jr.
About Author :
Rusty Cawley is a 20-year veteran journalist who now coaches
executives, entrepreneurs and professionals on using the news
media to attract customers and to advance ideas. For your free
copy of the hot new ebook “PR Rainmaker,” please visit
www.prrainmaker.com right now.
