BUSINESSMANAGEMENTREVIEW.COMDECEMBER 20249of trust and friendship I've already established. It's shocking to me how many PR professionals don't take the time to know the media to whom they are pitching. Research not only what they cover but how they cover it. Discover if they have children, what's their own personal story and how you can tap into that to get to know them better and really pitch a well-crafted story.BE HUMANIn this day of the digital revolution and AI, it's amazing to me how so many common courtesies and personal touches have left the landscape. When was the last time you received a handwritten note? If you did, I bet you remember who sent it. Thank you notes have gone astray, but sending one will make you memorable. Try calling someone instead of texting, emailing or DM-ing them on social media. Remember the names of your colleagues' kids, your neighbor's dog, your mail delivery person or your flight attendant. Acknowledge a A COMMON MYTH ABOUT RELATIONSHIPS IS THAT THE HARDEST PART IS MAKING THEM ­ THAT'S ACTUALLY NOT TRUE ­ THE HARDEST PART IS MAINTAINING AND NOURISHING THEM SO THEY GROW INTO SOMETHING MEANINGFUL AND RELEVANTreporter's birthday, a colleague's anniversary or welcome a new neighbor.THINK OUTSIDE THE BOXI was trying to promote a new LEGO Star Wars Miniland at LEGOLAND California Resort many years ago, and I had a life-size LEGO Chewbacca to take with me to different cities to try to garner media exposure. I fared well in most cities, but when I got to Sacramento, I had a few stations cancel on me or not even take my calls. I knew I had to get coverage one way or another. As a runner, I suspected there would be lots of joggers and other foot traffic along the Sacramento River, so I placed the giant Chewbacca along the walkway. I casually told one of the joggers who had stopped to take a picture of it that they should call a TV news station to let them know it was there. And yes, I supplied her with the number. Within a half hour, two TV news photographers arrived to take the video, and I gave them an interview on the spot. It made the news that night with the message that the new LEGO Star Wars Miniland was opening within months! At home, when I was a single mom for 11 years, I had to think out of the box many times when fixing dinner (who says you can't have pancakes for dinner?), paying bills, getting my boys to different soccer tournaments that were across town from each other (I owed a lot of other soccer moms wine for their carpool help) or communicating with teachers when I couldn't make an open house ( I reverted back to the old days of actually writing a letter to the teacher explaining how my son works best, what he needs to improve and asking how I could help). Applying the same tools and approaches across both my professional and personal lives has helped me find that work and life balance and a successful career.
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