I See Your Name Everywhere

Foreword

Today more than any time in history, entrepreneurs and professionals compete in saturated marketplaces. They must find ways to distinguish themselves. Successful people attract clients and customers by not only claiming competence, but also by demonstrating authority. There is no greater way to display credentials and prove expertise than to become someone the news media repeatedly consults, publishes and quotes.

How to become that authoritative source?  You can sit around lamenting the fact that you possess more knowledge and experience than your competition and yet their profiles are higher than yours.  Or you can develop a skill set that will empower you to approach reporters and editors confident that they will receive your pitches enthusiastically, print our bylined articles and quote you in their stories.

How is this possible? Print, TV, Internet, and radio journalists all require content.  Reporters and editors behave in predictable ways as they go about gathering and preparing that content. I See Your Name Everywhere shares the principles that underlie this process. Better yet, it details specific ways to go about earning the news coverage you deserve.

Forget about spin. Reporters and editors are allergic to spin!  First you must make yourself ready for media coverage by combining an understanding of news value with your ability to offer something unique.  Then you are ready for seasoned professionals Pam Lontos and Andrea Brunais to teach you to see opportunity – to tell your own story.  Armed with a plan of attack, you can approach the news media effectively by knowing how editors think and understanding the etiquette of making the approach.

Pam Lontos has achieved extraordinary results in het firm PR/PR, with her clients regularly showing up in premier magazines and newspapers including the Wall Street Journal, The New York Times, and USA Today as well as on national television.  Andrea Brunais knows journalism inside and out, winning awards such as the national Robert Kennedy reporting award and, switching to the PR field, more than doubling positive publicity for a major cancer and research institute.

I See Your Name Everywhere is necessary reading for everyone who wants to stand out in the crown, achieve recognition for expertise and reach literally millions of potential consumers. I See Your Name Everywhere allows readers to gain insights based on Lontos’ and Brunais’ professional experience and to follow step-by-step instructions leading to success.

More comprehensive than the typical PR advice book, I See Your Name Everywhere offers how-to lessons not just at the primary level of writing a news release but also in the more advanced arena of setting up news conferences, preparing for interviews and landing guest spots on TV and radio news shows. A look at the table of contents shows plenty of proven tactics and techniques to generate publicity using the free media.  But complementing that fun subject area is a serious addressing of crisis communications – a subject every business or organization, no matter its size, must be prepared to handle.

With a little bit of newsworthiness and a lot of expertise, you can be on your way.  You can be quoted in magazines and newspapers. You can give sound bites or in-depth interviews on TV and radio programs.  You can write articles and opinion pieces published under your name.  This helpful book shows you how to accomplish all of the above and more. I have been a professional for more than 31 years, and there is no better guide to understanding the tremendous power of the news media with instructions for how you can harness it.

Rick Frishman

Author, Where’s Your WOW: 16 Ways to Get Your Competitors to Which They Were You