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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.