All I can say is this. Consult with PR before doing so. In fact, sometimes contact is best coming directly from an executive. It just needs to be planned and orchestrated in a way that is beneficial to reporter/blogger, the company, and the overall PR initiative.

15. Embargoes and Breaking News.

The blogosphere and social media in general has created the need for new rules when breaking news.

Determine who your news benefits, where they go for information, and what they’re looking for. Then reverse engineer the process and design everything around what you learned, from writing the release, what you say and how you say it, to whom and when.

Do not rely on a wire service to get your news out. PR is best served by specifically working with the new and traditional influencers who can help get your story told, in advance, and usually under embargo . (Note: Most of the time, less is more. Do not try to take your news to anybody and everybody under embargo. Be smart about it. A few key places can carry your story farther, and, without ruining relationships with influencers along the way.)

Exclusives are a rare practice these days and usually reserved for some pretty incredible and industry moving news.

16. Customer service is the new, new marketing.

Customer service is no longer an inbound activity or viewed as a cost center. Social Media changed everything and it isn't a spectator sport.

Marketing-savvy corporate executives are working with PR, Advertising, and Marcom teams to explore options and strategies on how to participate in relevant online conversations. This represents a shift in outbound marketing as it creates a direct channel between companies and customers, and ultimately people.

Social Media is rooted in conversations between people and peers, regardless of the technology that facilitates them, and every day they take place across blogs, networks, forums, micromedia, and online groups. And, each day, with every new community and social tool that is introduced, brands, products and services are actively discussed, supported, and disassembled.

Social Media represents an entirely new way to reach customers and connect with them directly. It adds an outbound channel that complements inbound customer service and traditional PR, direct marketing and advertising, placing companies and their customers on a level playing field to discuss things as peers. Most importantly, it transcends the process of simply answering inbound questions to creating a community of enthusiasts and evangelists.

17. PR isn’t charity.

While many PR people and agencies demand unreasonable fortunes, remember that you’re a startup and solutions are abundant when you know what you’re looking for and value the engagement. In PR, you get what you pay for – well most of the time anyway. Don’t expect brilliant PR for pennies. Nor should you expect results by over paying for services. There are consultants, individuals, and agencies willing to work for reasonable cash and stock incentives. But, I can’t think of anyone, who’s good at what they do, that will work on a performance-based payment program.

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