Rule 9 – Wave the Flag
Get in the press and get in now! Get up on
those battlements and wave that flag. How else are people going to know both you
and your products exist? Currently, does your business rely on word of mouth
recommendations? Are you trading on your reputation? Well, these will be the
first sales generation mechanisms to evaporate in a downturn market. Why would
anyone promote your business right now? They've got their own business to
promote. Media relations and special events are essential tools. Intensify your
media relations with article ideas tailored specifically for your market
audience and the readers of key publications. Editorial is far more powerful
than advertising and a lot cheaper. Identify specific journalists or editors
to receive your information and find out if they prefer releases via fax,
e-mail or standard mail. After sending your initial information, follow up with
phone calls and a polished press kit. 
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