- Pursue traditional, social, and digital media – don’t single out one type of media while ignoring the rest.
- Hire a promoter if you can’t or won’t invest time to garner media coverage.
- Look at all portfolios of media: TV, print, online, radio and come up with realistic strategies to succeed in each area.
- Be prepared to put more effort into areas where you are having success – and to move away from areas that yield little or no dividends.
Book PR doesn't work that way.