6 Steps to Free Publicity

Chapter 22

Making Time to Publicize

When Dwight D. Eisenhower became president, he decided he would fulfill his duties with the utmost efficiency. Top priority every day would be those matters that were both urgent and important. Eisenhower had to jettison his resolution, however, when he discovered that what was urgent rarely was important, and what was important rarely showed up as an urgent problem.

You’ll probably find that Eisenhower’s lesson applies to your experience in finding time to do publicity. Although publicity offers important benefits, it rarely presents itself as urgent. If you constantly concentrate on immediately pressing tasks, such as answering client calls, preparing UPS shipments, and arranging payroll, you may not get ...