Only ten? It's only Monday.

1. We must attend that trade event… even though it does us no good. Everyone will notice we're gone and rumors will fly!

Do the numbers. If few people noticed you when you were there, it's unlikely they'll miss you when you're not there. No ROI, no show!

2. Calling editors to see if they got the news release will help generate coverage!

It got there. If you can't add value, don't call.

3. More releases more often is better than fewer less often!

Only if you actually have something to say. If you don't have something to say, trust me, a lot fewer is much better.

4. Following an interview, it is perfectly reasonable to ask the reporter, "When will I see this in print?"

That's ignorant on multiple fronts, but let's start by saying it is like asking a first date, before the parfait arrives, if he or she will be sleeping over.

5. It is inappropriate to email our news releases to our customers and prospects.

Isn't that the audience for which they were written? Is that who you hope the anticipated press reports will reach? Since the media isn't paying attention, why not go direct?

6. Since the first launch of our new product didn't get traction, let's do it again, only better this time!

Sure. Five, six, seven times over maybe? Who's counting; who will notice? Hopefully, no one.

7. If we say the right things just the right way at all the right intervals our stock will go up and stay up.

If you do the right things just the right way at all the right intervals your sales will go up, your margins will improve, and your equity value perception will go up.

8. When meeting with Analyst Group A, for example, they are not offended when we use other people's research and analysis in our PowerPoint.

Yes they are.

9. It's a great idea to tell a reporter, "We don't have any real competition."

No it's not. If you don't have any real competition you're in a business that is so new, so bad, or so stupid nobody gets it or nobody cares.

10. Blogs are a passing fad.

Yep. Right on the heels of the Internet fad, the web site fad, the email fad, the IM fad, the iTunes fad, the cell phone fad, CRM, SAAS, SOA, relatonal databases, OpenSource, SEO, Google… Just wait. It'll pass.

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