book on how to hire a publicist - from www.101publicrelations.com/hireapublicist.html In fact, if you know exactly where to look, you can find a publicist who the media already love. I call those kinds of publicists perfect publicists because they get the job done for you and for the busy reporters and editors who you want to attract--whether you want to be on CNN or your community newspaper. Here’s how they do it: They have a hot list of media contacts at newspapers, magazines and TV stations where you want your story to appear--or they know how to create the list. They can deliver a snappy, succinct telephone pitch in 15 to 30 seconds. They can create a clever media kit that reporters won't toss in the newsroom wastebasket along with all the others. They understand how to take the contents of that same media kit and put it at your website so reporters can access information about you within seconds, without you having to spend money on expensive overnight deliveries. They know exactly what you need to accomplish in a publicity campaign and how to help you do it. They invest time developing and nurturing strong relationships with their media contacts. They learn the wants and needs of the audience that reads a particular magazine where you want coverage. They use enticing email messages to catch the attention of busy reporters and editors. They invest in up-to-date media directories that explain when to call, when to send an email and when to snail-mail a letter.