2. The rolodex is already online. Almost every journalist publishes his e-mail address, and many have a blog. You can also use LinkedIn and Jigsaw. The point is that you can get to journalists without a PR person. Usually a sincere note from an entrepreneur is enough to start a conversation. Pick out something good that the journalist wrote and say what you really think. Make a top-five list of what your company has learned in its first six months. Suggest an idea for a story. Keep it short; ask for nothing. It’ll mean a lot more coming from you rather than a publicist. Odds are you’ll hear back.
7. Even bad coverage isn’t so bad. I was once profiled in a national business magazine doing odd things in my underwear. It was terrible; I lay face down on a couch for an hour after reading it. And you know what? It wasn’t that bad. Never whine to the journalist about coverage, avoid narcissistic story-lines, and don’t worry if you make a few mistakes.
I also like #6 and #10. Go read it.
