When it comes to getting the media on your side, the less slobbering, the better.
Before I write this, let me just clarify something: I'm not a snob. I know, that sort of sounds like one of those "the lady doth protest too much" things, but I swear, on my Complete Works of Shakespeare, that is a true statement.
Now that we've got that cleared up, gather 'round so I can tell you a story. A couple weeks ago, I got a call from a PR person pitching an entrepreneurial company, which shall remain nameless (in this article, that is-that's not a crack about what their success rate will be). Actually, it was a voice-mail message. "Hi, this is so-and-so from such-and-such company.we'd like to send you our press kit.blah, blah, blah." Fine. We called back and provided our address.
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