Every Fortune 500 corporation, movie star, and scandal queen can attest to the fact that a good publicist is essential to building success and maintaining public support. For the owner of a growing business with limited resources, it can be a challenge to get the media exposure you need. You must think like a publicist and map out a strategic communication strategy for success. If you’re serious about engaging the media, Michael Levine, author of Guerilla P.R. 2.0, says to heed these five “don’ts”:

1. Don’t be a pest. Editors, reporters, and producers are always on deadline. If they say they can’t talk now, they can’t.

2. Don’t ever lie to the media. You might not want to tell the whole truth when your company is being cast in a negative light, but lying will always be discovered, and all that will be remembered is the lie.

3. Don’t over-email: Email blasts are fine when you have something new to tell. If you don’t, keep in mind that spam isn’t just a spiced ham product.

4. Don’t try to be something you’re not. If you’re uncomfortable talking in front of a group of people, forcing yourself to do so will end up doing more harm than good.

5. Don’t miss an opportunity. The phrase “he who hesitates is lost” is never truer than when discussing a guerrilla PR campaign. Wait a moment, and your moment has passed.

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