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By David F. Ramacitti

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No event was so small that it did not deserve some space in the news columns. But those days are long gone! A visit to a modern newspaper or television news operation would be more like a trip into Tomorrowland. Instead of listening to the clatter of typewriters, you'd hear the whir of computer discs receiving a nonstop flow of national and international news via satellite. Instead of seeing an irascible, Lou Grant type shouting at harried reporters, you'd be more likely to find editors and news directors sorting through computer-generated menus of the thousands of news stories and features available to them each day, wondering how they will find the news columns or airtime to run even a tenth of the material.

Of course they are the gatekeepers of your access to the audiences they provide. At the same time, you are a major source of the information they must provide to keep that audience's attention. In other words, in your relationships with media people you should never allow yourself to be cast in the role of the beggar who seeks some sort of special dispensation for your business, agency, or group. As I will point out particularly in the following chapter and will stress again and again throughout this book, you have a perfectly legitimate right to far more coverage than you've probably ever gotten or, for that matter, ever imagined you could get.

Even if your organization can afford to and does use paid advertising as a promotional tool, you should still make the maximum possible use of publicity. Why? People simply have more faith in what they read in the editorial columns of a newspaper or magazine and in what they hear from TV or radio commentators than they have in paid advertising. News is more believable than ads. 7. You can sell products through publicity. Sales pitches are by no means limited to paid advertising. Just look at how effectively the travel and hospitality industry has used publicity as a sales tool.

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