So goes the silly refrain–still–from some quarters, including one particularly troll-like alum of my journalism school who I suspect just likes to goad folks into foaming at the mouth.

Having opened a Twitter account four years ago, I have long seen the benefits of the social-media platform, both under my @InsideEdge handle and those of the many clients whose accounts I created and maintained.

Over the past few months, however, I’ve decided to become more engaged with Twitter. And you know what? When it comes to the media relations realm, it really is for the birds — in the sense that the early bird gets the worm (or media coverage).

A prominent case in point: two weeks ago, as I was reviewing my Twitter feed, I noticed that a Daily Herald reporter I had just begun following had posted a few minutes earlier: “Do you know of any suburban business or person involved in the NATO Summit?”

I re-tweeted her request and within minutes, it came to the attention of one of my followers, Mike Collins of J.C. Restoration–a Rolling Meadows, Ill.-based company that Inside Edge PR has worked on behalf.

None of it would have happened without being on Twitter. Wait, that’s not enough–after all, just about everybody and their cousin is on Twitter.

The key is being on top of it. Much like a bird survives by being on top of worms.

Special thanks to Mana Ionescu of Lightspan Digital. Mana is a Chicgao-based social-media expert who tipped me off to Muckrack, a great resource for connecting with the media on Twitter.

Within minutes of checking out the site, I began following the Daily Herald reporter and that step led to the Page 1 connection for J.C. Restoration.

My post was headlined, “Hey Joe the Plumber, it’s Just the Start!”

Turns out my prediction was too timid in its vision—in case you missed it, Samuel Joseph Wurzelbacher is not only being sought out for his views, but he’s seeking office himself.

Regardless of your political leanings, you have to admit that we live in a pretty intriguing country when a brief, chance encounter at a political event can launch (an as-yet unproven) political career.

What happened in Ohio four years ago can happen anywhere, any time. For example, here in the Chicago area, with some PR counsel and support from yours truly, this is an only half-joking example of what I might do for a budding massage therapy practice:

Arrange for the therapist (or group of therapists) to attend a controversial confrontation (think Occupy movement or a pro-life vs. pro-abortion show-down). Be sure that each therapist is wearing a T-shirt featuring their practice details, including website, and that further proclaims:

“No Matter What Side You’re On, I Won’t Rub You the Wrong Way.”

Then be sure to give both sides equal tender loving care, passing along your business card and promotional offers along the way.

On a related note, shortly after Illinois Gov. Rod Blagojevich was arrested in December 2008, I created a public relations campaign for a Chicago-area hair salon.

Here’s background on that effort for Theresa Charo, which resulted in multiple media placements around her business.

What do they have in common?

Among other things, each represents an excellent opportunity for ongoing public relations. That is largely because they lend themselves to the approach of building a general news release that you can readily customize based on different dates and locations along the way.

There’s no need to re-invent the wheel–as long as you create a sturdy wheel that will hold up over time. And I have found that a “delayed lead” or feature approach to the release is most effective.

Most “roadshows” don’t merit a breathless, hard-news style. Ask yourself: do you truly need to jam in the date, time, place and topic in one self-important, run-on sentence that clunkily bangs readers over the head?

Instead:

1. Invite readers in conversationally.

2. Ease them into the topic with a big-picture illustration.

3. Drive home the central point with those pertinent what-who-when-where details.

4. Deliver the “why”–just what is it about this topic that makes it newsworthy?

5. Having touched lightly on the speaker’s background by now, close with more details and information about where the reader can find out more about the speaker.

One current case in point of this five-step strategy is Inside Edge PR’s media outreach for Jim Flanagan of Naperville-based Bentron Financial Group.

Flanagan, whose many volunteer activities include leading the Celebrating Seniors Coalition in the Oak Park area, is presenting “Social Security: More Than Meets the Eye” to a variety of audiences throughout suburban Chicago.

For example, you can read about this upcoming session at Addison Public Library.

Before I bring aboard a new associate, he or she must review and buy into the Inside Edge Mission & Commission. After the Inside Edge PR Mission, the first words of the commission are “get passionate.”

Of course, in order to achieve an authentic and sustainable level of passion, you must learn enough about something or someone. This takes time and effort, but it’s well worth the investment.

Pitching a story you don’t really believe in is a drag–and that indifference come through. Believe in the value that your client brings to the world, and believe that you have something of value to share with the media when you speak on your client’s behalf.

If you don’t care, then why should anyone else?

At the time, I conveyed three big reasons why it behooves you to craft your story:

1. Distinguish yourself from the competition.
2. Develop a deeper connection with your prospective clients.
3. Lay the groundwork for news releases that help promote your product or service.

That covers some of the “why,” but much more elusive is the ”how.”

How exactly do you boil down your life and career path and, furthermore, how tight should you write? Is 750 words just right or too much? Is 500 the magic number? What if some contexts enable space for only for 50 or 100 words?

These are among the most frequently recurring questions that I field, often during my “PR Secrets From a Media Insider” workshops. In response, I have developed a special rate for biography writing–click here for more details.

At the time, I was a reporter for The Courier News, and was dispatched to Bill’s on Bartlett Pizza Pub, a neighborhood joint that I’d frequented a few times over the years. Word had circulated that the winner of the then-record Powerball lottery ($195 million), Frank Capaci, was celebrating his mind-boggling fortune.

As I came upon the scene, all was jubilation as the 67-year-old Capaci, a regular at the pub, was bellied up to the bar and treating everyone to a round or two of drinks (capping it at $500–he hadn’t, after all, yet cashed in his ticket).

Perhaps the most compelling part of the story was how Capaci’s ticket had been purchased a day or two earlier on his behalf by a pair of bartenders, Patti Rooney and John Marnell.

Because Illinois did not partake in Powerball at the time, the duo had made the effort to trek north across the state line, to Wisconsin, to buy the tickets for him and other customers.

Later, as so often occurs when big, big bucks are involved, this feel-good story of honor and integrity descended into controversy. The bartenders contended Capaci reneged on a promise to give them $1 million from his take-home winnings (he had opted for a $104 million lump-sum payment, which became a `mere’ $68 million after taxes).

In December 1999, I wrote about the saga for USA Today. The bartenders’ lawsuit against Capaci was later settled out of court, for an undisclosed sum. (And believe me, I tried repeatedly to coax this piece of information from the plaintiffs’ attorney, Bob Winter.)

It’ll be intriguing to see what becomes of the new record sum, especially since only one name, from the winner in Illinois, is guaranteed to become public.

I can’t imagine that the other two winners, from Kansas and Maryland, would willingly go public with their identities, though that doesn’t mean their names won’t surface, at least at some point and in some fashion.

I just joined the “500+ Club” on LinkedIn, meaning I am connected to more than 500 individuals. (For the record, as of 3 p.m. today, I’m at 502.)

Why have I resisted this milestone? Because in all my communications, I strive for quality, not quantity, and I’ve long associated “500+” with indiscriminate name-list building for its own (ineffective) sake.

I turn down many more LinkedIn requests than I accept, largely because I am adamantly opposed to connecting with people I don’t know. This includes the self-described “Master Networker” whose impersonal–and unintentionally ironical–LinkedIn request I rejected out of hand last year.

As I have eyed my rising tally of connections in recent months, I have verged on panic. Who can I cut? That weeding-out process led to dropping about 20 from my list–these, by and large, were people with whom I had a tenuous connection in the first place.

However, as I continue forging relationships with people, this climb toward 500 has forced me to concede (hope?) that a rising quantity of business relationships doesn’t automatically translate to a declining level of one-on-one connectedness.

For sure, cultivating an expanding lineup of relationships takes diligent tending, like someone who’s gone from growing a few tomatoes to filling an entire backyard with a variety of fruits and vegetables.

In this regard, I have been relatively conscientious, taking the time to reconnect with old friends and colleagues and touching base with newer people in my life from time to time.

But now, I’ve got to step up my game. So here’s my pledge:

At least once every six months, I will reach out to every single individual with whom I am Linked-In. That translates into an average of four people per business day–not an overwhelming task, but one that needs to be intentionally pursued to achieve.

In that outreach (typically by email), I will build on what I’ve done from the start: offer a brief update, both personal and professional, ask how my LinkedIn connection is doing, and then let him or her know that I’m available to be a resource. Otherwise, why are we on LinkedIn together?

My hope is that some business will flow from the effort, in both directions. LinkedIn has helped lead to Inside Edge PR business in the past, though it’s been the exception more than the norm.

And if someone doesn’t deign to give even a superficial reply?

That’s a good clue that he or she is no longer a good fit for me on LinkedIn. We’ll see, maybe over time I’ll be back in the less-rarefied air that I’ll dub the 499-Minus Club.

I can’t be the only who would gladly trade 400-something legitimate connections for 500+ watered-down contacts.

What about you? Whether you have five connections or 5,000 (the maximum allowed by LinkedIn is 30,000), I challenge you to implement your own variation on my ReachOut strategy. Otherwise, you may just find you’ve got a glorified name list or, worse yet, a lame list.

Psst, you may also be interested in checking out my prior writings and exhortations related to LinkedIn.

The nice part: a local newspaper reporter had arranged to interview him about the new venture. The problem part: my friend was a rookie when it comes to dealing with the media, and didn’t know what to expect or the “rules of engagement.”

While there are no hard-and-fast rules, and the precise circumstances of a media interview will certainly vary from one situation to the next, here are three ALWAYS and three NEVER tips that I shared with my restaurateur buddy.

If you’re an interviewee rookie–or a veteran in dealing with the media who wants to develop improved relations and improved coverage–then these pointers will serve as a solid media-relations foundation:

1. ALWAYS give (relatively) short answers

I’m not advising you grunt one- and two-word replies, like some caveman. But on the other extreme, resist the understandable inclination to give a detailed history of whatever topic you are discussing.

Remember: reporters are never far away from some kind of onerous deadline, so do them (and yourself) a favor and offer a direct, succinct answer to the question that’s been posed.

If the reporter has a follow-up query related to what you are discussing, he or she will ask it. (And if the reporter does not follow up with a  question you want to answer, simply be sure to offer that information at some point later.)

2. ALWAYS prioritize your main points

There’s only so much room in a story, so you can’t expect the reporter to squeeze everything you say into the piece.

Related to the first point of offering short answers, keep in mind that reporters have only so much space for their stories and the more “blah-blah-blah” you give heightens the chances of those meandering details crowding out your most important messages.

So have two or three key points that you emphasize–if your High-Priority list is any longer than that, then you dilute what should be emphasized.

3. ALWAYS try to become a helpful resource

Ask the reporter what other stories he or she is working on currently or usually writes. Is there any way you can be a resource to help provide ideas or sources for those other stories down the road?

Don’t be over-the-top about it, but indicate your sincere desire to cultivate a relationship in which you are a valuable resource for the long term. This will endear you to the reporter and increase the likelihood of future media coverage.

1. NEVER ask (or demand) to see the story before it runs.

This reveals some combination of ignorance, presumptuousness and naivete that will cause quality reporters to bristle or, at the least, roll their eyes.

I got this question hundreds of times in my journalism career, and I always diplomatically explained that wasn’t possible.

Often, those with little to no prior media interaction simply didn’t know how the news-gathering and reporting process worked. But when it was a public official or someone who ought to have known better–or did know better, but was hoping I was a pushover–their credibility instantly diminished in my eyes.

2. NEVER say anything that you would not want to see in print.

No matter how many times you’ve spoken with a reporter…no matter how many flattering pieces he or she may have written about you…and no matter if you have gone “off the record.”

I always honored the OTR pact–encouraged sources to go off the record, in fact, so I could build trust over time. However, not every reporter possesses the same basic sense of ethics.

3. NEVER lie or mislead.

Once reporters discover you have duped them, they won’t soon forget it.

And frequently they will play “gotcha” journalism (looking for ways to catch you in a lie) as often as possible once you’ve earned this shady reputation. The grand total of your future benefits of the doubt with the wronged reporter: zero.

Having covered men and women of integrity–as well as those who fell far short of that ideal–I can personally attest to the consequences that befall those who commit this particular “never.”

And that’s no lie.

They provide succinct, at-a-glance information about events of particular interest to your community. And because each blurb is brief, there is a strong likelihood of successfully placing your organization’s fundraiser, workshop or other activity.

The key is to provide enough lead time (two weeks typically) to ensure it has a fighting chance of inclusion.

But why stop there?

In addition to posting a brief listing, it’s well worth your time to develop a more in-depth preview that can capture more prominent coverage.

Some recent examples from Inside Edge PR’s archives:

Five Seasons Family Sports Club in Burr Ridge hosting an event for Newcomers & Neighbors of the Greater Hinsdale Area:

The Calendar Listing…. and The Full-Length Release

Jim Flanagan of Bentron Financial Group’s workshop, Social Security: More Than Meets the Eye, held on March 15 at the River Forest Public Library.

The Calendar Listing …. and The Full-Length Release

TribLocal is just one of multiple local media outlets who receive both versions. By devoting just a little more time telling your story, you can exponentially expand your communication’s reach.

Fortunately, 90 percent of my clients have been excellent about paying their bills in a timely manner. Another 8 percent have ranged from OK to good–they might take a month or six weeks, but they pay for the services rendered in a reasonable timeframe.

Then there are the dreaded 2 percent–those rare n’er-do-wells that can cast a shadow over the multiple bright lights in your portfolio.

These pointers apply to any profession, but especially those in the creative world whose product is often intellectual and susceptible to “leaving the store” without proper compensation.

As I convey these ponts, I will be using pronouns reserved for males. This is for simplicity’s sake and isn’t to imply that I deal only with men—plenty of clients are organizations or are headed by women.

Without further preamble, then, here are…

3 Signs That You May Have A `Deadbeat’ Prospect…So Run in the Other Direction!

1. Hurry up and wait (for the retainer).

He often waits till the last minute to seek help, jumps with zest at your proposal…and then hems and haws about making an initial payment to secure services.

Whether it’s only a few hours’ worth of work or a yearlong engagement, get some money up-front to ensure he is serious and seriously committed to holding up his end of the transaction.

This way, if he gives you the run-around on the back-end, at least you’re not entirely up the creek. How much to ask for at the outset? I suggest 50% on projects, and at least two months’ worth on engagements of six months or longer.

Gird yourself for bullying criticism that you’re only “doing it for money” and lame claims that bureaucratic challenges are preventing him from writing a simple check or passing along a credit card number for processing.

2. Pick your own brain, thank you very much.

He uses the phrase “pick your brain” within 10 seconds of your initial conversation. This is code for “get something for nothing.” I have no problem sharing insights and offering some help at no charge–this is the equivalent of stores giving away samples so that you try a new product.

Every week, I pass along story ideas to local media for non-clients, so I just chuckle when the occasional knucklehead charges me with being a mercenary when I balk at providing service until they make a payment that’s already been agreed upon.

Last I checked, here’s a rather vital ingredient for any business to survive: turning a profit.

So just as grocery stores don’t appreciate seeing “customers” camping out and loading up on a variety of food without buying, I have come to sense when someone is just looking to mooch off my knowledge or connections–and it often starts with variations on the “pick your brain” remark.

3. Beware of 50-Something-Year-Old Men

There, I did it.

I just painted 20 million Americans with a broad brush. Keep in mind, though, that I’m going to be in this group, God willing, in a little over six years.

However, based on serving more than 200 clients over the years, a clear pattern has emerged: men in their 50s, more than any other demographic, have been markedly more prone to a reprehensible lack of fiscal integrity than any other subgroup. (And if you’re reading this, guys, you know who you are.)

I’ve trained the media in numeracy (or mathematical literacy), for more than a decade, so I don’t make this third point idly. It’s obviously anecdotal–my sample size is not nearly large enough for you to take this admonition as Gospel.

But it’s my experience, this is my blog and if you don’t like it, well, then you’re probably a dude in his 50s who still owes Inside Edge PR a few bucks.