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WHY IS UPSIDE-DOWN MARKETING SO POPULAR? AND IS IT KILLING YOUR BUSINESS?
For some peculiar reason marketers persist in paying attention to what they like rather than the things that make the most difference. This piece examines this unwise behaviour, explains why it is so common and suggests a more intelligent set of priorities.
Media Training Stresses Effective Communication With The Press
When I run media training seminars, I stress that reporters need help from anyone with expertise in the topics that journalists cover. No reporter can prosper without sources. Even the rawest cubs know they must have authoritative quotes to back up both sides of any story dealing with conflict -- political, financial, zoning, hostile takeovers, executive compensation, you name it. Controversy puts their stories on the front page. Where you come in is that you offer to help the business writer at your local daily or regional business periodical, or a byline name you see in one of those niche publications that are prospering as part of the so-called "trade press." React to a story they write, and tell them they can call on you for on-the-record expertise or "background." Media training can help you reach out for that free publicity.

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