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?