6. 05
ALWAYS HAVE A MEDIA KIT WITH YOU,
OR READY AT YOUR PRACTICE/BUSINESS
TO IMMEDIATELY MAIL OUT UPON REQUEST.
HAVE SUITABLE STORIES COMPLETE,
READY AND PREPARED TO SEND OUT AT A
MOMENT’S NOTICE.
+
8. 07
SMILE!
YES, THERE IS COMPETITION, BUT WHEN
YOU TALK TO THE MEDIA YOU ARE THE
ONLY VOICE THE ARE LISTENING TO, SO BE
PERSISTENT
9. 08
HONESTY, HONESTY,
HONESTY.
STORIES THAT YOU PRESENT
TO THE MEDIA SHOULD BE
AS FACTUALLY ACCURATE
AS POSSIBLE. LYING AND
DELIBERATELY MISLEADING
THE MEDIA CAN ATTRACT
HIGHLY NEGATIVE PR.
10. 09
NEVER NEGATIVELY COMMENT ON
ANY PUBLICATION, TV SHOW, PERSON,
COMPANY OR COMPETITOR. IT’S A SMALL
WORLD. THOUGHTLESS COMMENTS CAN
COME BACK TO BITE YOU
11. 10
SEX SELLS SOAP
VERY FEW IDEAS ARE NEW AND UNIQUE.
IT IS HOW AN IDEA IS PRESENTED THAT
“SELLS” IT TO THE MEDIA