More than half of America skips the Super Bowl, the nations most-watched TV event. So it stands to reason that not all your prospects will see your publicity, even if youre on 60 Minutes and Oprah. Create a strategy to use your publicity proactively to reach and impress everyone with it. Heres how

Youve worked hard, gotten your story in. Youre a media star. Wait Jobs not done!

You want everyone in your mailing list not just those who read todays paper to see it. Create a nice-looking reprint and mail, e-mail or fax it to everyone you know. You heard me right, everyone. Customers and prospects arent enough.

Everyone else on your list that should include friends, neighbors, and vendors. These folks may not be prospects, but they surely know people who are. They are a potentially rich source of referrals for you. (Note: Check with the publication to see if permission is needed to reprint. Sometimes they will create the reprint for youfor a fee.)

Article reprints should look appealing and be easy to read. Take time and care to get them looking good. Ask a print shop or local designer to help out if need be. Or just have someone computer-savvy and design-minded give it a once-over. Its worth the small investment.