About Rusty Cawley

Rusty Cawley is a 20-year veteran journalist who now coaches executives, professionals and entrepreneurs on news strategy. He is the author of PR Rainmaker: Three Simple Rules for Using the News Media to Attract New Customers and Clients, available at amazon.com. To learn more about PR Rainmaking, visit http://www.prrainmaker.com/dailyblog.html.
How to Generate Instant Credibility with Clients and Customers

To understand how to generate instant credibility with the public, you must understand how people react to stereotypes, and how to use these reactions to your advantage.

How to Build ‘Cool’ into Your Company

Take the time to study the companies that made Fortune magazine’s new list of the Cool Companies for 2004. Each has built newsworthiness into its product. And that is a major advantage for them in the marketplace.

Always Have a Plan B

PR Rainmakers know they can do everything right, and still fail to make news.

It’s a fact of life. Accept it now.

Put Muscle on Your News Proposal

Let’s say your company is opening a new widget plant. Immediately, you have change, which is one of the four basic elements of news.

Write News Proposals, Not Press Releases

There are only two times to write a news release.

Use PR to Change the Customer

When faced with customers who are either ignoring or abandoning their products, CEOs often choose to alter their products to fit demand. This is usually a path to disaster.

To Make News, Solve a Reporters Six Basic Problems

Like anyone at any job, every journalist faces the same basic set of challenges every day. For the journalist, there are six of these fundamental problems.

Become an Expert and Attract More Customers

All news reporters need third-party experts to help them explain issues, events and ideas to their audiences. A truly valuable expert is hard to find. Here’s how to become one and thus raise your value with reporters.

Create Your Companys Battle Cry in Three Steps

Is there anything more worthless than a corporate mission statement?

Making News is Better Than Just Making the News

There is a major difference between making news and “making the news.” It is the difference between a shotgun and a slingshot. Amateurs can “make the news.” They can entice a morning TV crew to take video of a charity event. Or land a mention in a local newspaper column. Or even score a feature story in a trade magazine.But these are one-time shots that are unlikely to leave an impression on your target audience. Simply “making the news” will rarely attract a steady stream of prospects to your door. Yet even top PR pros tend to focus on “making the news.” There are two reasons for this. First, it’s relatively easy to score. Second, the boss rarely understands that simply “making the news” is virtually worthless to the bottom line.

Sharpen Your News Peg to Hook Reporters

Of all the journalism concepts that PR pros should know, the least understood and the most misinterpreted is the news peg. You cannot hope to succeed as a PR Rainmaker if you fail to grasp this basic idea.

Protect Your Company from Activists

If you are an executive inside a U.S. corporation of any significant size, then you have better keep an eye on the ongoing battle between Exxon Mobil and Greenpeace.

To Maximize Your PR, Get in the Reporters Rolodex

If you had to choose just one tactic above all others for gaining consistent and positive attention from the news media, here is the one you should choose: Get your name in the Rolodexes of the reporters who can do you the most good.

How to Become Invaluable to the News Media

All news reporters need third-party experts to help them explain issues, events and ideas to their audiences. A truly valuable expert is hard to find.

Choose Your Enemy Wisely

When the great Carthaginian general Hannibal was just a boy, his father forced him to declare his undying hatred for Rome. After his father’s death, Hannibal used that rage to propel him in a lifelong battle with the emerging Roman Empire.

Three Ways to Help Reporters See Your Story as News

At the core of PR Rainmaking is the question: “What makes a story newsworthy?” If we cannot answer this question, then we have nothing to guide us in the selection of story ideas.

Inside the Mind of the News Reporter

The first rule of PR Rainmaking is to approach reporters as customers.

Find out what they want, then give it to them in a way that benefits you and your company. This requires us to learn how to think like a news reporter.

For this journey, there may be no better guidebook than James B. Stewart’s “Follow the Story.”

How to Spoonfeed Your News to a Reporter

Always remember: A journalist is nothing more than a professional undergraduate.

How to Write an Attention-Grabbing Op-Ed in Five Steps

There are few better ways to attract new clients and customers than by becoming known as an expert in your field. And the fastest way to establish your expertise is by writing op-eds for newspapers, magazines, trades and the Web.

Create a Powerful PR Fact Sheet in Just Four Steps

The right time to create a fact sheet is any time you need to spoon-feed a reporter on a complex subject.

How to Get Famous Fast
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Walter Winchell was the most influential newspaper columnist of the 1930s and 1940s, a time when newspapers were the most powerful media in the world.

Why Reporters Like ‘Bad’ News

Whenever you deal with the news media, there is a primary rule that you must keep in mind at all times.

Choose Controversy that Creates Positive News Coverage

Controversy is the secret ingredient that can turn your story from one that the media ignore to one that reporters clamor to own.

The Secret Ingredient of News Coverage

Why do so many PR campaigns fall flat, failing to attract the media attention that their creators crave?