Got PR? Well if you think you don’t need it and you are in business or looking for a job you need it. Executive and Business Opportunities do not simply occur and when they do they happen and go away quite quickly. To stay on top of what is going on (in any market) at all times, you (YOURSELF) have to be READY to be in the “in the right place, at the right time” –as the old saying goes. Getting a totally different kind of professional endorsement and representation is one of the key ways to be able to do this (right place, right time thing). DON’T DO IT by yourself if you want press, opportunity or people wanting to “know more” (about you). You need spin and you need PR people to do that for you. There is now such a thing as “personal publicists” and business talent agents (yes, just like how it works in Hollywood) and yes, these people have contacts, but they also know how to create and make contacts –for you. The bottom line is ARE YOU WORTHY of their time and effort (think about that for a minute!). Of course you want to know that your personal publicist CAN DO the job for you and the right publicist will work terms with you to be able to allow the “let me prove to you” thing to happen (and if they don’t provide, you need to fire them!). The best personal publicists will create collaterals and branding that you can take away and walk home with (something for the price/retainer you pay at the top of your campaign/project). Yet again, you do need to make sure that they do take you from point A to point B. References are a good thing to ask for, but don’t expect the same EXACT thing to happen for you that has happened for the other guy because very campaign or project is different only because EVERY PERSON IS DIFFERENT. References should be used for character and ethical ratings only. Just have patience – PR is a PROCESS and the more consistently you can work at it (or have other people work it out for you), the more publicity you will gain. Keep it building and keep your name out in lights (or computer lights?).