1. Put yourself on the map -- 2. Introduce yourself with a soundbite -- 3. Build your campaign from the inside out -- 4. Build relationships to build empires -- 5. Eat, sleep, and breathe publicity -- 6. Build your marketing plan around publicity -- 7. Zero in on your market : save time, money, and aggravation -- 8. Come from the heart -- 9. Press releases : grab 'em fast and don't let go -- 10. Media lists : play the numbers game -- 11. Follow up, follow up, follow up -- 12. Media kits, guerilla style -- 13. Fifteen things the media hates -- 14. Fifteen things the media loves -- 15. Find your uniqueness and capitalize on it -- 16. Promote early, forcefully, and fast -- 17. Always be too prepared for an interview -- 18. Keep up to date! -- 19. Think "headlines" -- 20. Participate in special events -- 21. Get others to spread the word -- 22. Make friends in the media -- 23. Design a seminar -- 24. Get published -- 25. Prepare for the unpleasant -- 26. Crisis control : confront disasters and turn them around -- 27. Grow your business with a website -- 28. Research the information superhighway -- 29. Join online communities -- 30. Online publicity strategies -- 31. In praise of e-mail -- 32. Growing pains : how to hire to right PR people -- 33. Summing up
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