As a writer for this site I am constantly receiving press releases from authors, filmmakers, businesses. However, if it is not dynamic, eye-grabbing, or professional, it ends up in the round metal file cabinet.

Too many releases I read are a 'commercial' not newsworthy. You need a 'specialist' to guide you through this process or your venture will not be the success you dreamed it would be.

I reached out to Karen Ammond, President of KBC Media and one of the top, dynamic independent publicists in the country, to ask her advice on how to make a campaign stand out of the crowd.

Karen has handled national and international campaigns for best selling authors, celebrities, political and business.

"The crucial step in launching a successful media launch is to determine if the 'story' Im pitching can be tied into a national news story and therefore make it a timely news issue and "in - demand" by the media. It is imperative that the story/client is only pitched to appropriate media outlets. If I'm promoting a serious business book, I know that is not a correct fit for Regis and Kelly. However, some entertainment stories can cross over from a news interview on Fox News Channel to Entertainment Tonight if the story has both news and entertainment value.

The key to any new media launch is to first take a step back, evaluate what you are pitching and then make a list of media that have interviewed similar stories. Do not pitch each media outlet exactly the same, mold the pitch to that show or publication. Be creative when talking to tv show producers of why your proposed segment would be a great fit and a ratings winner for their show. Pitching your story to media that is not a "fit" annoys the media and causes frustration that their time is being wasted.

If you are emailing your pitch, do not email an entire 'book". Write a few eye-catching lines, if the producer or publication are interested, they will contact you back for more information. I rarely waste time and mail out extensive media kits, until I receive the "ok" in email that yes they are interested!

Do not over harass media in email, if you email the initial pitch and you do not hear back within a few days, send one more follow up email. If they do not respond again, then move on to the next media outlet," Ammond stated.

Karen had some great tips and has offered more tips next month to our readers who perhaps need to launch a campaign but may not be able to afford the services of a professional. But if you have a budget for publicity you should retain a quality professional to lead you to success.

You can reach Karen at kbcmedia@att.net www.kbcmedia.com