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  The competition, on the other hand, got little press and failed to create a distinct message. It all goes back to your content. Once you have it, you can begin to mold it in a way that will capture attention. You need to impart a sense of urgency and make the message timely. Reporters continually ask, "But why is it important NOW?" If you can't answer that sufficiently, your article will wait.

  In YaYa's case, I highlighted how the games industry is the fastest-growing segment of the entertainment business and how surprisingly no one had figured out how to tap into that growth for anything other than pure fun and leisure. That isn't always enough. I had written a piece for the Wall Street Journal's weekly column called the Manager's Journal. The editor liked the piece but kept pushing it back so he could publish other pieces that were timelier. So I began to rewrite the intros to my piece each week, to relate to something that was in the news at the time. In short order, the article finally saw the light of day.

  Once you light a fire and get the buzz going, you want to get your story in front of journalists. The misconception is that you have to "work" the press. But overeager PR professionals, who don't know the meaning of "No," are working reporters hourly. Journalists get fed up with people who are nitwits and pitch articles without substance. The media is like any other business. They have a job to do. If you can help them do their job better, or easier, they're going to love you.

  You have to start today building relationships with the media before you have a story you'd like them to write. Send them information. Meet them for coffee. Call regularly to stay in touch. Give them inside scoops on your industry. Establish yourself as a willing and accessible source of information, and offer to be interviewed for print, radio, or TV. Never say, "No comment."

  To illustrate: I remember the first time I, as the newly minted project leader of Deloitte's reengineering efforts, sat with one of Fortune's top journalists, Tom Stewart. My PR firm introduced Tom and me, and I came ready to impress. I had read every piece he had written in the last five years. I playfully gibed him about obscure predictions he had made years ago in other articles, and was prepared to thoughtfully discuss his most recent column. I wanted to be as useful as possible, giving him access to trends, ideas, and all the contacts at my disposal. I did the same thing for other journalists at other major newspapers and magazines.

  Tom and I had a blast. Tom's energy and intellectual curiosity was contagious. I suppose I had something to offer him as well, because he readily took my next lunch offer and the next after that.

  It was more than just mutual admiration. I was prepared to act, sound, and feel like an expert. When I didn't know something, I was sure to pass him on to the person who did. If you are constantly apologizing with "Well, I am not the expert," people will believe you and wonder why you wasted their time.

  I never did ask Tom for anything in particular. We'd meet a few times a year and I'd try to be as helpful as possible. Sure, I remember the first time I saw one of my ideas in his column months after we had discussed it, and lo and behold, a competitor firm was quoted rather than Deloitte. I went through the roof. My instinct was to call him immediately and express my unhappiness. But, instead, I held back and simply invited him for another lunch.

  Is such a thing too time-consuming? Not if you're convinced it behooves your company's efforts and if you enjoy the interaction. When I was at Deloitte and would show up on TV, I was Deloitte. When I was in Forbes, it was the company that reaped the benefits in business development.

  Over time, the hours you put in developing relationships with journalists will pay off, as it did for me with Tom, both personally and professionally. Deloitte's name eventually started to pop up with increasing frequency in the pages of Fortune, because our stories were being heard by someone who could retell them. I never asked Tom for an article, but giving him good ideas in our lunches certainly didn't hurt. Today, Tom is the editor-in-chief of the Harvard Business Review, and I'm planning to take him to lunch soon to hear out a few more ideas. Remember, though, you can't force-feed or pressure a good journalist. Any attempt to do so will surely end your professional relationship. The best journalists are almost always also the most ethical.

  In traversing the media landscape, be aware that there are also some land mines. Sometimes what media wants to write, and the story you think they should write, is a very different thing.

  I learned this the hard way. One day I got a call from the wellknown reporter Hal Lancaster, who was writing a column about managing one's career for the Wall Street Journal. The story appeared Tuesday, November 19,1996.1 know the exact date because I had the article framed so I would never forget the lesson I learned.

  When Hal called, I was ecstatic. He was a famous reporter for a prestigious newspaper asking about what I did. I was a relative kid at Deloitte. Well, that wasn't exactly the slant of the story, but my excitement got the best of me. Hal said he was doing a piece on the changing nature of work. He had a hypothesis that the end of the reengineering movement was having a major impact on those who had led reengineering projects and those who had been affected by the projects.

  Rather than listen more closely to his angle, I tried to impress upon him what I thought the real story was about. Big mistake! If a reporter calls you, states his story and the angle he's taking, you can be sure you'll be used as an example to buttress his angle. Rare is the occasion that a journalist will hear you out and say, "Oh my God, you're right! I'm going about it all wrong." Rarely—I meant never. But back then, I thought I'd set Hal straight. He, however, ended up straightening me out.

  I took a lot of time with Hal explaining how I had been on the normal partner track leading Deloitte's reengineering effort, but now that the trend was ending, I was transitioning into an exciting special project involving marketing. "I'm going to change the way traditional consulting companies market themselves."

  He pushed past my excitement. "Do you feel displaced in the post-reengineering world?" he wanted to know. Sure, I conceded, there was some change involved, but certainly nothing traumatic. He wanted me to say I felt aimless. But my new gig excited me. I considered it a huge step up.

  The day the story appeared, I ran to the newsstand to get the paper. There, blaring out for everyone to see, was the heading "A demotion does not have to mean the end of a fulfilling career." Right above the fold in BIG BOLD letters was my name: "Mr. Ferrazzi says the change was difficult, but he has embraced the assignment as an opportunity."

  He was implying I was demoted!

  I got slammed. Oh, and the ribbing I got from my boss, Pat Loconto. "So, I heard you were demoted and no one reports to you. That's terrific! It will save us tons on HR costs, starting with that raise of yours."

  Be careful. Listen to the reporter when he or she says, "I'm doing a story about displaced workers .. ." No matter what YOU say, that's the story he'll write.

  Now that you know a little more about the lay of the land, it's time to get yourself buzzing. Here's an action plan for creating a PR strategy for Brand You:

  You Are Your Own Best PR Representative

  You must manage your own media. Public relations companies are facilitators and act as leverage. I've been represented for years. The best ones can be strategic partners, but ultimately the press always wants to talk to the big guy—you, not a PR rep. Most of the biggest articles about me came from my own contacts. Yes, a PR firm can help you generate those contacts, but early in your career you won't need them and you probably won't be able to afford them.

  Who better than you to tell your story with credibility and passion? Start making calls to the reporters who cover your industry. Have lunch with them. If something timely occurs around your content, send a press release. There's no secret behind press releases. They're nothing more than two or three paragraphs describing what's memorable about your story. It is that easy.

  Remember, media folks are just plain fun. They tend to be interesting and smart, and they're paid to be up to speed on eve
rything that is going on in the world. And they need you as much as you need them. They may not need your exact story at the exact time you want, but with a little stick-to-itiveness, they'll come around.

  Know the Media Landscape

  Nothing infuriates reporters and editors more, I'm told, than to get a pitch from someone who clearly has no idea what their publication is about or who their audience is. Remember, media is a business, and the companies who are in the media are looking for ratings or to sell more issues. The only way they can do that well is by serving their specific audience. "Listen, I'm a devoted reader of this magazine," I'll tell editors while mentioning a few recent articles I've enjoyed. "I've got a story for you that I know your audience will be interested in, as I've been thinking about it for a long time." That's not a line, either. Before I call journalists, I'll spend time reading their articles, figuring out what they cover, and what kinds of stories their publications like to run.

  Work the Angles

  There are no new stories, it has been said, only old stories told in new ways. To make your pitch sound fresh and original, find an innovative slant. What's your slant? Anything that screams, "Now!" Let's say you're opening a pet store. To a magazine devoted to entrepreneurs, perhaps you play up how your store is one recent example of the entrepreneurial boom in the opening of local retail stores. Suggest why this is happening and what the magazine's readers could learn. Selling it to your local newspaper is easy. What caused you to switch careers? What is particular to your situation that highlights something going on within your community? And don't forget catalytic moments. Maybe you sell a rare animal no one else does. Or maybe you plan on giving away puppies to orphans. That's something worth covering to a local or neighborhood newspaper. Get the word out.

  Think Small

  Are you Bill Gates? No. Maybe you've developed the antidote for the common cold? No again. Well, the New York Times probably isn't knocking on your door quite yet. Go local first. Start a database of newspapers and magazines in your area that might be interested in your content. Try college papers, the neighborhood newspaper, or the free industry digital newsletter you find in your inbox. You'll get the fire started and learn how to deal with reporters in the process.

  Make a Reporter Happy

  They're a rushed, impatient, always-stressed bunch of overachievers. Work at their pace and be available whenever they call on you. NEVER blow off an interview, and try to facilitate the contacts they'll need to produce a good story.

  Master the Art of the Sound Bite

  Tell me why I should write about you in ten seconds or less. If it takes more than ten seconds to pitch your content, a television producer will assume you won't be able to get your point of view across to an impatient audience. And a reporter might try to hustle you off the phone.

  Learn to be brief—in both your written and phone pitches. Brevity is cherished in the media. Look at the evolution of the modern sound bite: Some thirty years ago, a presidential nominee was allowed an average sound bite of forty-two seconds. Today, it's somewhere under seven seconds. If the President is only getting a few seconds, how much time do you think you'll get? Think in terms of talking points. Pick the three most interesting points about your story and make them fast, make them colorful, and make them catchy.

  Don't Be Annoying

  There's a fine line between marketing yourself properly and becoming annoying. If a pitch of mine gets rejected, I'll ask what else it needs to make it publishable. Sometimes it will never be right in the editor's eyes, but other times, you can answer a few more questions or dig deeper and repitch the story. It is okay to be aggressive, but mind the signals, and back off when it's time.

  It's All on the Record

  Be cautious: What you say can hurt you, and even if you're not quoted or you say something off the record, a reporter will use your words to color the slant of the article. I'm not advocating being tight-lipped. That's what corporate communications directors get paid for, and I don't know anyone in the press who likes them. Just remember: All press is not good press, even if they spell your name right.

  Trumpet the Message, Not the Messenger

  There was a time when I was less aware of the difference between reputation and notoriety. Boy, there is a big difference! Early on in my career, I paid too much attention to getting attention. I was building a brand all right; but as I look back, it just wasn't the brand I wanted for myself. All your efforts at publicity, promotion, and branding need to feed into your mission; if they're only feeding into your ego, you'll find yourself with a reputation you hadn't bargained for that could hold you back for the rest of your life. I was lucky. Looking back, I merely wasted a lot of time.

  Treat Journalists as You Would Any Other Member of

  Your Network or Community of Friends

  As in any interview, your primary objective when you meet with a member of the press is to get the person across from you to like you. The reporter is human (at least most are) and your empathy for his or her hard work will go a long way. Even when I feel like a piece did not do me justice, I thank the writer for his hard work. I'll send a short thank-you e-mail no matter the size of the publication. Journalists, by the nature of their profession, are natural networkers. Couple that with a media community that's not all that large, and you'll understand why you want these guys on your side.

  Be a Name-Dropper

  Connecting your story with a known entity—be it a politician, celebrity, or famous businessperson—acts as a de facto slant. Bottom line: The media wants recognizable faces in their pages. If your story will give them access to someone they otherwise haven't been able to get, they'll make concessions. Or, sometimes, you can link a celebrity to your story without really knowing the person. Leave it to the journalist to track down the star. You've done your job by giving them reason to seek her out.

  You've Got to Market the Marketing

  Once you've put in all that hard work and landed a nice article, it's no time to be modest. Send the article around. Give it to your alumni magazine. Update your class notes. Use the article to get even more press coverage. I'll attach a recent article about me to an e-mail and in the subject line write, "Here's another one of Ferrazzi's shameless attempts at self-promotion." Most people get a kick out of it and it keeps you on everyone's radar.

  There's No Limit to the Ways You Can Go About

  Enhancing Your Profile

  There are literally thousands of different ways to get recognition for your expertise. Try moonlighting. See if you have the time to take on freelance projects that will bring you in touch with a whole new group of people. Or, within your own company, take on an extra project that might showcase your new skills. Teach a class or give a workshop at your own company. Sign up to be on panel discussions at a conference. Most important, remember that your circle of friends, colleagues, clients, and customers is the most powerful vehicle you've got to get the word out about what you do. What they say about you will ultimately determine the value of your brand.

  25. The Write Stuff

  This is one of those tricks of the networking trade that may not seem big, but boy, can it come in handy.

  If you have any writing skills at all—and yes, the good news is we all have some level of skill—you can get close to almost anyone by doing a piece on them, or with them, even if it's for your local newspaper.

  Me, write? I don't have a Shakespearean bone in my body, you say. Well, no one has had that bone for 500 years.

  These days, with the Internet and newsstands busting at their seams with publications of every imaginable orientation, everyone can be an author. And writing articles can be a great boost for your career. It provides instant credibility and visibility. It can become a key arrow in your self-marketing quiver, creating relationships with highly respected people and helping you develop a skill that's always in high demand.

  First, get over all the romantic pretensions around writing. In business school, when I was dreaming about
publishing an article in the Harvard Business Review, I had a wonderful encounter with a visiting professor who had written a number of high-profile articles and books. I asked her how I, too, could become a writer.

  "Write," she told me.

  Brows furrowed, I nodded. When no more advice came from her esteemed mouth, I asked: "Anything else?"

  "Write, then write some more. When you're done—and here's the kicker—keep writing.

  "Look," she said, "there is no secret. Writing is tough. But people of all talents, at all levels, do it. The only thing necessary to become a writer is a pen, some paper, and the will to express yourself."

  Bright woman. Want to write something? Write it. Want to get published? Call an editor and tell him you want to submit an article. Your first time may be a flaming failure. Nothing in life is a sure thing. But that's how people do it.

  A lot of business writing is collaborative. While the hunger to be recognized is great, busy people higher up the ladder often don't have the extra time to work alone on something like an article. Instead, they choose to either contribute their expertise or work with others to get it done.

  The process I've used to pull these types of things off is simple. First, what's your content? What kind of interesting things are going on in your industry or personal life? Have you learned to do what you do differently or found an easier and more efficient way of doing it?