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1. News - News is not just about information, it's about communicating value and benefit for their audience.

2. Brevity - State what you're pitching and how it will help their audience in a short, concise message.

3. Knowing Targets - Research the audience you want to reach and the media that reaches that audience. Then customize your pitch to the outlet you are pitching.

4. Relationships - Build a relationship rather than try to sell a particular story.

5. Preparation - Do your homework and be ready to deliver what the media needs. Have materials to send.

6. Broad Appeal - Create stories that reach a wide variety of individuals with broad themes.

7. Ties - Try to tie your story into a larger news event - if it makes sense to do so.

8. Experience - The media likes to know that other media is paying attention to you so send articles and tape.

9. Visualization - Use visual terms to create graphic images and colorful anecdotes to illustrate your point.

10. Celebrity Tie-Ins - Products linked to celebrities usually get more ink and air time. Is what you're speaking about something you can link to a celebrity? If so, bring it up to the media.

11. Prompt Response - Time is of the essence, especially to reporters on deadline. Send what the reporter needs as quickly as possible.

12. Courtesy - Be polite and respectful to everyone, receptionists included. Learn how to pronounce a reporters name before you speak with them.

13. Visual Aids - Send charts, graphs, and photographs that a reporter can use to quickly illustrate your merit to an editor.

14. No Road Blocks - Smooth the way and remove all obstacles that could derail or weaken your story.

15. A Pleasant Attitude - Be pleasant, enthusiastic and professional. See yourself as a valuable resource and become someone the media enjoys associating with.

An excerpt from the National Best-Seller GUERRILLA PUBLICITY: Hundreds of Sure-fire Tactics to Get Maximum Sales for Minimum Dollars by Rick Frishman, Jill Lublin and Jay Conrad Levinson.

Copyright © - Rick Frishman. - Reprinted with permission. Rick Frishman, the founder of Planned Television Arts, has been one of the leading book publicists in America for over 30 years. He has appeared on hundreds of radio shows and more than a dozen TV shows nationwide including OPRAH and Bloomberg TV. - www.rickfrishman.com/.