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... local media cover your activities. CHARITY WORK. Nearly all the civic membership items just mentioned apply to charity work. One distinct advantage is that you don't have to look for a charity to join, you can start your own. Just pick a local shelter, hospice, or any other nonprofit organization that benefits your community and build your own fund-raising program for them. A Ford dealership in Southern New Jersey selected five charities to help, ranging from an orphanage to a hospital. Starting with raffles, this dealership now actually produces ... LA Times. In major markets it's also a good idea to try to identify specific columnists or reporters who concentrate on financial or insurance news, as well as the life-style writers. You'll generally find their reception much warmer than that of the hard news reporters. News directors of radio stations are a good bet-particularly if you let them know you're available for interviews if they need to augment a story. Good radio reporters know that any sound bite from an expert makes the story much more interesting. The best time to send releases to ... glossy magazines. But how many of you have a list of all pertinent publications, their addresses, phone and fax numbers, and names of editors and key reporters? If you don't have these things, go through that pile of magazines in the corner of your office and begin entering all this information into a computer database. Once you've completed that task, don't pat yourself on the back too many times because there's more to do. Call each publication and talk with the publisher or editor. In many of the smaller publications ...

...of the hard news reporters. News directors of radio stations are a good bet-pa... New Anything (Address, Employees, Officers, Offices, Techniques) Promot...