A story that establishes relationships.

Once we find your story, and we decide when to tell it, we begin establishing relationships with the influencers who can spread the word.

I don’t believe in “spamming” or “pushing” your message to the press or begging for attention.

The goal is to generate “pull” – so that press (and customers) actively seek out and call you.

This means you need to reach all levels of media – including the neglected “second tier” media (vertical magazines, suburban newspapers, news groups, users groups, clubs, professional organizations, newsletters) that the “top tier” reporters (at Newsweek or The New York Times, for example) read when they are looking for trends and story ideas.

It’s my “trickle up” theory of publicity. And it really works because that’s how top reporters research their stories and get ideas.

We also contact the analysts, pundits, trendsetters and influencers that the media call when they’re looking for an interesting quote or statistic to back up their story.

Ultimately all of these influencers talk to each other at the same parties and generate buzz.