We can only say so much about our content, our business, and ourselves without sounding like jerks. Promotion sounds much better when it's coming from someone else, doesn't it? Especially if that person is trusted, respected, and influential.
Remember Bill Gates' famous quote: "If I were down to my last dollar, I would spend it on PR."
That may be great for one of the richest men in the world, but what about the rest of us? Having others talk about you is a huge key to success. It was once as simple as writing a compelling story and then blasting it out with a series of press releases. Now the rules have changed and we can generate interest, exposure, and increase our credibility with a smarter, faster, cheaper approach to PR.
And you can do this all yourself.
So how do you become newsworthy? A quoted trusted resource? A media magnet? How do you leverage each appearance (online or off) to ensure that you win another one? Form REAL relationships with journalists, bloggers, and producers—MUTUALLY BENEFICIAL relationships that benefit both you and the media source (as opposed to a blood-sucking manipulative one)?
Is it more important to focus your time and energy on new media magnets such as bloggers and podcasters, or on traditional media like newspapers, magazines, and TV shows?
There are a lot of things that hustling entrepreneurs have to get done on a daily basis, so a logical play is to ...