If you want to get the attention of a reporter, you've got to think like one. That's one of the tenets of David Yale's The Publicity Handbook: How to Maximize Publicity for Products, Services and Organizations (NTC Business Books, 800-323-4900, $39.95). The book weaves in interviews with some 75 journalists, dispensing advice on everything from contacting a reporter to rising above the newsroom clutter.
Another way for small-company owners to find out what reporters are thinking: attend one of the Meet the Media events sponsored by the Public Relations Society of America (PRSA). Print and electronic-media journalists discuss what they're interested in and how they prefer to be approached. Cost: $28. To get the number of your nearest PRSA chapter, call 212-995-2230. -- Susan Greco