There's more than a few ways to get your name in the news. 
Extravagant claims, incredible altruism, unique twists on old 
themes. But even the best laid plans of a top-notch publicity 
effort can be sabotaged by any of the following 10 deadly 
mistakes of the publicity business.

1. Never Leave A Job Half Done 

   Don't decide half way through the planning phase of a 
   publicity campaign that it isn't worth continuing. Not if 
   you've already committed yourself to the press. Nothing will 
   get a reporter or program manager more upset with you than 
   having to print a retraction to a story they helped you 
   promote or having to schedule another guest on their talk 
   show because you canceled.


2. Never Do Anything But Your Best 

   It's all about reputation. Editors, reporters, talk show 
   hosts and program managers need to know, beyond a doubt, 
   that if your name is associated to a story, it's about a 
   project that's sure to be done right. Whether you're doing an 
   interview on a show with 30 listeners or 30,000 listeners, 
   give the same 100% effort.


3. Don't Wait For The Big Story

   You have to keep your name alive in the newsroom. It's 
   impossible to have a reputation if your name only comes up 
   once or twice a year. Watch the news for angles you can twist 
   your reputation, credentials or services into. Keeping your 
   name alive is easy if you stay in touch with the reporters.


4. Don't Wait To Get

   Started Reporters should get your press releases once every 
   week or two. It keeps your name and subject on their mind 
   and it allows them to call you when they have a story they 
   need your input on. It also gives them backup information 
   to look up when you send your press releases. 


5. Don't Make It Too Long 

   A press release can be one page only. There are no exceptions 
   to this rule.  Make it any longer and you're tipping off the 
   reporters that you may not know what you're doing.


6. Keep It Simple 

   Make the press release simple, straightforward and to the 
   point. Your releases should tantalize the reporters and give 
   them no choice but to call you for more information. Print 
   your press releases on simple white paper without frills or 
   gimmicks.


7. Don't Go Overboard 

   Avoid singing delivery people, costumed couriers, or any 
   other cheap gimmick (regardless of how much you had to pay 
   for it). Reporters are interested in your story, not your 
   bribes.


8. Establish A Trademark 

   As best you can, make all of your press releases look alike. 
   If you're consistent in your general appearance, it won't be 
   long before media people will be able to glance over at an 
   incoming fax and immediately know it's coming from you. This 
   along with a good reputation as a source for good stories 
   will get you pulled out of the crowd and dropped on top of 
   the stack of press releases for immediate attention.


9. Remember It's The Story, Not You 

   Your press release must not be an ego story about you.  It's 
   not about you.  It's about the information you have that 
   you're willing to  make available to the media. The more 
   you brag about yourself the less publicity you'll get.


10. Do Your Proof Reading  

   Remember these are media people. Poor grammar or spelling 
   will make a strong negative impression. Be sure you check 
   everything carefully before sending it out.


Before you write and send any press release, go down this 
checklist of mistakes to make absolutely certain you're not 
making any of them. When you do that, you'll find reporters much 
more willing to ring your phone and book you for interviews. 

Paul Hartunian is the world's leading authority on publicity and
self-promotion. At his website - http://www.Hartunian.com -
you'll find lots of information about how you can get free
publicity for any product, service or business you're involved
with. Get information about his complete publicity kit at
http://www.Hartunian.com/prkit . Sign up for his free publicity
ezine at http://www.hartunian.com/subscribe . You can reach Paul 
at (973)857-4142. Or by email at mailto:PaulHartunian@Hotmail.com