Meet the Press

Even if you're right at home talking to a customer over the counter, you may freeze up or start babbling the moment someone says “press.” But a press interview is an opportunity to put your company in the public eye, says Caroline Stanley, president and chief executive officer of Red Jewel Inc., Redondo Beach, Calif., a marketing and communications company specializing in the jewelry industry. “It reinforces the image of you as an expert in your field.” An interview does not mean free advertising. “The press is looking for a story,” says Ellen Fruchtman, president of Fruchtman Marketing, in Toledo, Ohio. Writers want something newsworthy to write about, or interesting information for their readers. “Don't make [the interview] sound like a commercial,” says Daylle Deanna Schwartz, author of Straight Talk With Gay Guys. “The people who get the most good press are those

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