Keith Ferrazzi - Never Eat Alone

The day the story appeared, I ran to the newsstand to get the paper. There, blaring out for everyone to see, was the heading "A demotion does not have to mean the end of a fulfilling career." Right above the fold in BIG BOLD letters was my name: "Mr. Ferrazzi says the change was difficult, but he has embraced the assignment as an opportunity."

He was implying I was demoted!

I got slammed. Oh, and the ribbing I got from my boss, Pat Loconto. "So, I heard you were demoted and no one reports to you. That's terrific! It will save us tons on HR costs, starting with that raise of yours."

Be careful. Listen to the reporter when he or she says, "I'm doing a story about displaced workers .. ." No matter what YOU say, that's the story he'll write.

Now that you know a little more about the lay of the land, it's time to get yourself buzzing. Here's an action plan for creating a PR strategy for Brand You:

You Are Your Own Best PR Representative

You must manage your own media. Public relations companies are facilitators and act as leverage. I've been represented for years. The best ones can be strategic partners, but ultimately the press always wants to talk to the big guy—you, not a PR rep. Most of the biggest articles about me came from my own contacts. Yes, a PR firm can help you generate those contacts, but early in your career you won't need them and you probably won't be able to afford them.

Who better than you to tell your story with credibility and passion? Start making calls to the reporters who cover your industry. Have lunch with them. If something timely occurs around your content, send a press release. There's no secret behind press releases. They're nothing more than two or three paragraphs describing what's memorable about your story. It is that easy.

Remember, media folks are just plain fun. They tend to be interesting and smart, and they're paid to be up to speed on everything that is going on in the world. And they need you as much as you need them. They may not need your exact story at the exact time you want, but with a little stick-to-itiveness, they'll come around.

Know the Media Landscape

Nothing infuriates reporters and editors more, I'm told, than to get a pitch from someone who clearly has no idea what their publication is about or who their audience is. Remember, media is a business, and the companies who are in the media are looking for ratings or to sell more issues. The only way they can do that well is by serving their specific audience. "Listen, I'm a devoted reader of this magazine," I'll tell editors while mentioning a few recent articles I've enjoyed. "I've got a story for you that I know your audience will be interested in, as I've been thinking about it for a long time." That's not a line, either. Before I call journalists, I'll spend time reading their articles, figuring out what they cover, and what kinds of stories their publications like to run.

Work the Angles

There are no new stories, it has been said, only old stories told in new ways. To make your pitch sound fresh and original, find an innovative slant. What's your slant? Anything that screams, "Now!" Let's say you're opening a pet store. To a magazine devoted to entrepreneurs, perhaps you play up how your store is one recent example of the entrepreneurial boom in the opening of local retail stores. Suggest why this is happening and what the magazine's readers could learn. Selling it to your local newspaper is easy. What caused you to switch careers? What is particular to your situation that highlights something going on within your community? And don't forget catalytic moments. Maybe you sell a rare animal no one else does. Or maybe you plan on giving away puppies to orphans. That's something worth covering to a local or neighborhood newspaper. Get the word out.

Think Small

Are you Bill Gates? No. Maybe you've developed the antidote for the common cold? No again. Well, the New York Times probably isn't knocking on your door quite yet. Go local first. Start a database of newspapers and magazines in your area that might be interested in your content. Try college papers, the neighborhood newspaper, or the free industry digital newsletter you find in your inbox. You'll get the fire started and learn how to deal with reporters in the process.

Make a Reporter Happy

They're a rushed, impatient, always-stressed bunch of overachievers. Work at their pace and be available whenever they call on you. 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 Bite

Tell me why I should write about you in ten seconds or less. If it takes more than ten seconds to pitch your content, a television producer will assume you won't be able to get your point of view across to an impatient audience. And a reporter might try to hustle you off the phone.

Learn to be brief—in both your written and phone pitches. Brevity is cherished in the media. Look at the evolution of the modern sound bite: Some thirty years ago, a presidential nominee was allowed an average sound bite of forty-two seconds. Today, it's somewhere under seven seconds. If the President is only getting a few seconds, how much time do you think you'll get? Think in terms of talking points. Pick the three most interesting points about your story and make them fast, make them colorful, and make them catchy.

Don't Be Annoying

There's a fine line between marketing yourself properly and becoming annoying. If a pitch of mine gets rejected, I'll ask what else it needs to make it publishable. Sometimes it will never be right in the editor's eyes, but other times, you can answer a few more questions or dig deeper and repitch the story. It is okay to be aggressive, but mind the signals, and back off when it's time.

It's All on the Record

Be cautious: What you say can hurt you, and even if you're not quoted or you say something off the record, a reporter will use your words to color the slant of the article. I'm not advocating being tight-lipped. That's what corporate communications directors get paid for, and I don't know anyone in the press who likes them. Just remember: All press is not good press, even if they spell your name right.

Trumpet the Message, Not the Messenger

There was a time when I was less aware of the difference between reputation and notoriety. Boy, there is a big difference! Early on in my career, I paid too much attention to getting attention. I was building a brand all right; but as I look back, it just wasn't the brand I wanted for myself. All your efforts at publicity, promotion, and branding need to feed into your mission; if they're only feeding into your ego, you'll find yourself with a reputation you hadn't bargained for that could hold you back for the rest of your life. I was lucky. Looking back, I merely wasted a lot of time.

Treat Journalists as You Would Any Other Member of

Your Network or Community of Friends

As in any interview, your primary objective when you meet with a member of the press is to get the person across from you to like you. The reporter is human (at least most are) and your empathy for his or her hard work will go a long way. Even when I feel like a piece did not do me justice, I thank the writer for his hard work. I'll send a short thank-you e-mail no matter the size of the publication. Journalists, by the nature of their profession, are natural networkers. Couple that with a media community that's not all that large, and you'll understand why you want these guys on your side.

Be a Name-Dropper

Connecting your story with a known entity—be it a politician, celebrity, or famous businessperson—acts as a de facto slant. Bottom line: The media wants recognizable faces in their pages. If your story will give them access to someone they otherwise haven't been able to get, they'll make concessions. Or, sometimes, you can link a celebrity to your story without really knowing the person. Leave it to the journalist to track down the star. You've done your job by giving them reason to seek her out.