From one of Hollywood's most successful and highly respected public relations practitioners comes the following advice:

1. Never be boring. Never!
2. Know your subject thoroughly.
3. Know the media you contact. Read the paper, watch the newscast.
4. Cover your bases.
5. Don't just take "yes" for an answer. Follow up, follow through.
6. Never feel satisfied.
7. Always maintain your composure.
8. Think several moves ahead.
9. Be persistent, but move on when you're convinced you're getting nowhere.
10. Remember, this isn't brain surgery. Don't take yourself too seriously (like too many publicists I know). Have fun.

Reprinted from "Guerrilla P.R. How You Can Wage an Effective Publicity Campaign ... Without Going Broke" by Michael Levine, HarperBusiness, 1993, ISBN 0-88730-664-0.

(Thank you Mr. Levine for granting us permission to share this with our readers.)