Some of you who are public relations professionals, outside PR counsel aren't gonna like it when I say this, but here's my advice to anyone, whether you're a billionaire CEO, or someone just starting out trying to promote your business, your book your organization, try to do everything you can to eliminate gatekeepers between the Booker's the producers, the reporters and you. Your PR firm might not like this. But here's my suggestion every single time you meet with a talk show host a book or a producer and an editor. Give them your business card. If you don't have your cell phone on it, write it down on the front of the back of the card and tell the person anytime you need me, call me directly. PR people are great and hey, I've done PR still do PR for myself.

I don't mean to knock them but they are are essentially a middleman or middle woman between the Booker the journalist, the producer and you. The less friction you have between the Booker the producer and you the better. Because if it's 530 on a Friday night going into a holiday, and it's a live national TV program that is going to go on at seven, Booker's and producers don't want to have to go through all sorts of additional hoops and gatekeepers they'd like to be able to just get to you right away. So that's my tip. Give them your business card. If you don't have your cell phone on it, write it down and let them know.

You're happy to have them. Call you directly.