When Braverman Communications was incorporated way back in 2003, a very smart man shared the following thought: When you work for yourself you're always doing three things. (1) Collecting for yesterday's work, (2) Doing today's work; and (3) Pitching tomorrow's work.
He forgot to tell me there are really four things you need to do, the fourth being: "Don't forget to post to your blog."
Which brings me to a thought I've found myself sharing with clients on a rather frequent basis: remember what business you're in. In all likelihood, you're not in the publishing business. Put another way (also not my original thought): anyone can publish a newsletter. The trick is publishing your 12th newsletter.
There are so many great tools available for broadcasting your message. Not too long ago, the fax machine revolutionized media relations and, today, the plethora of social media is (not "are") doing it again. The key to success will be to know when to join the fray and when to hold back. If you think I'm nuts, think back to the late 1990s/early 2000s when every established company under the sun was considering appending ".com" to its name, either as a DBA or legally. New companies with names that didn't start with "i" or "e" weren't taken seriously.
Why? Because it was the "New Economy" where everything had changed and nothing would ever be the same. But, guess what? In the end, investor's still wanted to see profits; and real customers trumped "strategic alliances."
Before you jump headfirst into blogging, newsletter writing, Twitter, Facebook, or anything that resembles publishing, consider what it is you want to get out of the effort. Are you creating a blog or Twitter account because it's the thing to do? Why would anyone want to be your "friend?" Through it all, remember that all the bells and whistles will never replace mastery of the fundamentals.