8. Pick up your own copies of your articles or tapes. Do not ask reporter for a copy. He/she will be offended! Pick up a copy of publication or call media outlet to order a copy or tape.

9. Spend time reading, listening to radio and watching TV. These activities are a part of most of our days. But if you plan on “pitching” a particular media outlet that you’re not familiar with, research it first (that means reading a publication, listening to radio or watching that particular show). Once you do your research, you will have a better idea of types of stories covered, and also what has received coverage already. Remember, more you understand what each media outlet likes, more likely that you will create great media angles that they love.

10. Thank them. Media people, just like you, enjoy a pat on back once in a while. And no one can ever get too many thank-yous. And to be remembered even more, put it in writing.

By putting effort into developing media relationships, you’ll increase your chances of current and future public relations success.

Margie Fisher is president of Margie Fisher Public Relations in Boca Raton, FL. Her company offers products and services for every public relations need -- from her Do-It- Yourself Public Relations Kit™ and workshops to full-service public relations. Get free publicity opportunities and more free articles at www.doityourselfpr.com or contact her at margie@doityourselfpr.com.

There are two types of questions: closed-ended and open-ended. Closed-ended questions are fact-finders. They can be answered with a fact, a "yes" or a "no". An example of a closed-ended question is: "Would Lease Purchasing work for you?"

Open-ended questions are used to draw someone into a conversation. They reveal emotion behind facts. "What do you like best about your home?" is an example of an open-ended question.

So plan in advance types of questions you'll ask prospects. Do this even before you get on telephone. If you can, practice on friends or family. Get their input. Then be sure to record your information in a "call report" for future use. Your call report should include prospect's contact data, answers to important questions and details on steps you plan to take.

If you find out your potential customer/prospect is already using one of your competitors, rather than hanging up or ending conversation realize that this indicates to you this individual is a qualified potential customer/prospect. They are already using this type of service. At this point you need to point out to potential customer/prospect benefits of working with you, and how you will make switch worthwhile.

Let's say seller is with a Realtor. Suppose you could still have your home listed, while we find a tenant/buyer for your home.

After your potential customer/prospect has answered your questions, it's time to close. You've asked good questions, listened carefully and provided benefit-oriented information. Now ask for what you want. In lease purchasing, "When can we set up a meeting so we can start lease purchase process?"

If you can't meet your original goal, state what you will do, such as send prospect more information and keep in touch. Then be sure to follow through. If individual doesn't want to do a lease purchase, send out your follow up information.

Relax and follow these steps. With a little bit of practice, you'll find telephone to be a powerful ally in building your new business.

Copyright DeFiore Enterprises 2002