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Hurricanes happen. While you can't predict them, you canprepare in advance for the inevitable. While you can'talways plan your press release when news breaks, most of thetime forethought could be the thing that saves face in thewhirlwind that's the media.

1. Prepare for disaster.

The best way to get ready for the unexpected is to expectit. When ordained Voodoo & Yoruba priestess Ava Kay Jonesheard that Katrina was coming through New Orleans, Shepacked a few things, her bird Tweety, then she and a groupof friends drove straight to Houston. Knowing that the mediasometimes doesn't tell you the whole story when they inviteyou on a show is more typical than not. When Ava Kay wasinvited to be on 20/20 with John Stossel they didn't tellher it was going to be a show that poked fun at and debunkedspiritual matters. When Stossel asked her to put a hex onhim, she refused and instead did a spiritual blessing at acemetery. One of her colleagues didn't fare so well and didas he was told. Bad idea. Know your boundaries and what youwill and won't do. You're not a performing seal.

2. Have your systems in place.

One client of mine is raring to go. She wants me to get herpress releases out in a big way, nationally ASAP. I'verefused. Even though she's already being interviewed bymajor magazines she doesn't have the systems in place yet soshe wouldn't maximize her publicity. Opportunities would bewasted.

First she needs simple things like having a newsletter signup page on her website, her website store in running order(go here if you don't yet have store software:http://www.kickstartcart.com/app/default.asp?PR=31&ID=50856to get started), a database set up and/or fulfillment housefor sending her products, prices and descriptions forspeaking engagements etc. We need to get all of the basicsup and running before we go public in a major way. After wedo that we'll define the niche markets we want to target andwrite the press releases accordingly.

3. Be resourceful.

If one thing doesn't work, try another. Ava Kay Jones waitedin line for three days in Houston for assistance from theRed Cross. Every day they sent thousands of people hometelling them to come back the next day...and the next, andthe next.

When my sweetie and I flew her here to visit as a respitefrom the storm. Ava Kay and I went to the Red Cross in MarinCounty, but the door was blockaded and there was a sign thatstated we had to go to San Francisco or Oakland forassistance.

We drove the hour to Oakland and we waited patiently as theyasked inane questions about Ava Kay's past, filled out 5separate forms by hand, and then asked us to get them a billto prove her residence in New Orleans as her passport wasn'tgood enough.

We had to fax a bill (thankfully, she brought some with herand my sweetie was around to do it) in order to get a debitcard for a measly $360, which wouldn't be operative for24-48 hours and must be used within a month.

But first we had to wait for the fax machine to be fr.e.eand then it was broken and had to be fixed. Can you imaginethe thousands of people in Houston and throughout the gulfstates spending 1.5 + hours getting paperwork filled out toget a pittance? I found out from my mother that one of herfriend's who volunteered to help out is being flown fromCalifornia to Baton Rouge and put up in a hotel. That'swhere all our Red Cross money is going, not to the peoplewho need it.

When things don't go as planned for you when you send out apress release have a Plan B. And then be willing to dowhatever it takes to get the job done--which is to get yourmessage out to the audience you want to help.

Do you want to get more media attention? Learn how to createsoundbites that sell and handle any print, radio and TVappearance with ease and grace effectively. Link tosoundbite teleclasses and transcript (new product).

Copyright (c) 2005 by Susan Harrow, All Rights Reserved.