Become a guerrilla publicist by building relationships from your heart day and night with a targeted market.
Your relationships are your most valuable asset. Because you’re in business for the long haul, your best business will come from your best relationships. When building relationships, think in terms of:
Campaigns, not ads
Careers, instead of jobs
Decades, rather than days, months, or years
You do business with the people who have taken the time to get to know you, understand your needs, and provide you what you need even before you think you need it! Remembering that the media is your customer, take the “concierge approach” to building relationships with them. Offer information, sources, access to your contacts, and fresh stories and ideas. Thank them more than they thank you and always give them more than they expect. Your appreciation will always be welcome and will pay you big dividends.
Take every opportunity to say who you are, what you do, and how what you do can help others. Don’t be shy about making yourself highly visible. In fact, you’d be well served by building your entire marketing plan around publicity. Begin your campaign months in advance of the introduction of your product or service and blitz the media with persistence.
All your relationships are built on trust.
Say what you mean and mean what you say. You must truly believe in whatever you publicize. Believe with all your heart that:
What you’re promoting will change the world
Your promoting it will make a difference
You know more about it than virtually anyone else
Jill Lublin is an internationally acclaimed speaker and best selling author of the books, Guerrilla Publicity, Networking Magic and Get Noticed…Get Referrals (McGraw-Hill, June 2008) . She is the CEO of the strategic consulting firm Promising Promotion and founder of GoodNews Media, Inc. Jill hosts the nationally syndicated radio show Do the Dream and hosts the TV program called Messages of Home. She can be reached by phone at 415-883-5455 or by email at info (at) promisingpromotion.com.