Never Eat Alone/Ferrazzi 241-242

242 Getting the word out.

Think Small—go local first.

Make a Reporter Happy—Never blow off an interview, and try to facilitate the contacts they’ll need to produce a good story.

Master the Art of the Sound Bites—Tell me why I should write about you in ten seconds or less. Learn to be brief—in both your written and phone pitches. Pick the three most interesting points about your story and make them fast, make them colorful, and make them catchy.

Don’t Be Annoying—It is okay to be aggressive, but mind the signals, and back off when it’s time.

It’s All on the Record—All press is not good press, even if they spell your name right.