The key to successful media coverage is to learn how to pitch your story by pitching the press their story.

When the 26-inch blizzard grounded the entire east coast on President’s Day Weekend – other publicists were pulling up the sheets taking off for a “snow day” -- but not me! Realizing this was the biggest excess inventory weekend of the year for the retail industry – I pitched the press on the unprecedented activity from both buyers and sellers on Liquidation.com.

And, when the west coast dock strike caused empty store shelves across America, other publicists wished they had a “Made in China” account – but not me! Realizing the only way to receive goods was domestically – I pitched the press on the solution for shop-keepers to both buy and sell quickly and profitably on Liquidation.com

Why would the Capital Hill agenda concern me? Publication on the editorial pages and guest spots on talk radio and cable TV – that’s why!

When the Justice Department split Microsoft in two – other publicists were annoyed that the coverage kept them from putting out their stories – but not me! With something as huge and significant as this ruling – if you can’t beat ‘em then join ‘em. I pitched Jay Whitehead, CEO of a dotcom HR company, as the expert on the workforce implications of the split…breaking apart the tech group from the creative group and how that might interfere with future innovation. His continued presence during this extensive headline made him the “go to” voice for all other dotcom issues in newspapers, talk radio, cable TV, op-ed placements and even leading to his own show!

When the Senate was debating CAFTA – Central American Free Trade Agreement – other publicists thought it was a lobbyist story – but not me! I submitted op-eds written by Nicaragua executives to every major newspaper, trade magazine and e-zine with an interest in the laws and used the published opinions as tools for one-hour segments on talk radio and cable TV across the globe! This effort solidified Nicaragua as a player in the region attracting interest from business offshoring—their target market!

When Internet Sales Tax began to roar again – other publicists were returned to the malls for shopping – but not me! I partnered Ed Foy, my ecommerce client, with a leading academic in the field to be sure he was quoted in every article, opinion, study that the Professor published. His quotes were spotted by producers from CBS Evening News and his company profile aired on TV a month later!

How can The Donald help me? The old-fashioned way by riding his coat-tails – that’s how!

When Donald Trump launched his spectacularly popular reality TV Show, The Apprentice – other publicists were wishing they were Ivana – but not me! I created the TrumpOnomics campaign which would chronicle each episode of the show offering the business lessons learned as a serious tool for job seekers. The weekly column ran on the career pages in The Washington Times and The New York Sun. When a personality generates as much excitement, ink and popping camera bulbs as The Donald – find a way to fit into his creases rather than your own wrinkles!