Soon after starting The WRITE Touch in 1988, I landed my first big consulting contract; with Fallbrook Hospital District. At the time, I lived in Fallbrook, just blocks from the hospital and a short bike ride from the widely read, Fallbrook Enterprise weekly newspaper, AKA “the bible” for residents yearning to see their kid’s picture in the paper, local sports scores and what movie was playing at the Fallbrook Theatre (hint: the film was bound to be so dated that it was already out on DVD).

I would hand-deliver my double-spaced news release to the paper’s back room, where I would smooth it out and tenderly place it in the PRESS BOX, covertly glancing to ascertain who else was vying to be in the paper that week.

The first time I dropped off a Fallbrook Hospital release, I encountered no-nonsense editor Betty Johnston (“That’s ‘Johnston’ with a ‘t,’” she would say with a steely glance, as if daring you to misspell her name and suffer the consequences). She said in an almost accusatory tone, “So now you’re doing publicity for them.”

Trying not to look intimidated (which I most definitely was), I replied yes, adding with a friendly smile, “My boss asked me to remind you that Fallbrook Hospital District is your biggest advertiser and so we would like this release and photo published in its entirety in a prominent location.”

Mrs. Johnston sneered. “You can tell your ‘boss’ to pound sand. I’m in charge of editorial and I don’t care how much the hospital spends on advertising. I care about what is of interest to Fallbrook Enterprise readers, which, as you may know, honey, is practically the whole damn town.”

That day, I learned something critical I’ve carried with me through all the years and clients. The technology of disseminating news releases has changed dramatically, it’s true, but never underestimate the time-honored importance of forging a productive working rapport with the media.

Thank you, Betty Johnston, for teaching me the art of P.R. to a T!