In publicity, the single most significant investment you make is the time you put into relationships. Your contacts, both in the media and elsewhere, need to know who you are, and should have you in mind on a regular basis. You never know when your effort to build that connection will pay off.

Take these simple steps to develop a network of friendships that you can call on for endorsements, introductions or media coverage to help promote your work:

Keep a Record: Any time you meet new contacts, record their names and a few facts about them. Find a way to file this information so that you can keep in touch.

Make Excuses: Don’t wait until you need a favor to get in touch with your new contacts. Let them know about blogs that might be of interest, make introductions to other great contacts, and come up with other excuses to stay “top of mind.”

Ask for Input: When you need some insight, ask your contacts for advice. This shows them that you think highly of their expertise, and they may offer to step in and help where they can.

Intentionally making and keeping friends is a surprisingly rare practice. Care for your relationships with media contacts with these simple practices and you may be surprised at the kind of coverage that results from you efforts.

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