I once owned a small PR and marketing firm, and worked for professionals like lawyers, dentists, and financial planners. My competitors claim I've always gotten more than my fair share of media attention. And it's true.

During a recent recession I got tired of the press dwelling on the problems in Denver's economy. I thought "the brighter side of unemployment" would be an interesting story idea. I called the editor of a local weekly newspaper, explained my idea, and sent this short follow up. The idea resulted in the story called "Job Hunters Beware," and introduced me to Brad Bawmann, a great writer and friend.

Before that, I contacted all the television stations in Denver (see page 303). That letter netted four television appearances and a long-term relationship with one television station in particular. It's one of my best.

One key to successful media appearances is to brief the interviewer. Explain your background and suggest questions for them to ask. This reduces the chance that you will have to answer something off-the-wall.