Afterwards, send copies of any video or audio tapes (smart move: get them edited to 5 minutes length maximum) to your best prospects and referral sources. Recently a longtime vendor sent me (and a thousand others, no doubt) an e-mail saying he’d be on 60 Minutes that weekend. I couldn’t watch that night but I sure was thrilled for him – and impressed. And he was top of mind for a good few days. Which is exactly what he wanted to happen when he sent me that e-mail.

Don’t be afraid to bridge. If reporter asks, “Well, how do they feel about that in Argentina?” and you have nothing to say about Argentina, diplomatically acknowledge that question is valid. For example, say "That's a good question. I don't focus on Argentina in my practice, but I can tell you what my clients are saying." Then move back to your topic – gently but firmly.