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Chapter 28. Tooting Your Own Horn

It is not possible to achieve networking success without committing a certain amount of money and a considerable amount of time to self-promotion. You must get out and spread the word about your services and capabilities. No one else is going to do it for you unless you put a professional publicist on your payroll.

Most people think publicity “just happens” to people who are so well known, well respected, and well spoken that the media naturally flock to them. On the contrary, publicity is the result of hard work, including phone calls placed to TV assignment editors, press releases mailed to print reporters, and e-mail messages sent to radio news directors. But the power of any resulting publicity—even a small item in your suburban or small-town newspaper—is enormous.


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