@MarkRaganCEO tweets related to: How To, Brian Williams, Pr

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At CNN, my client was told various hit times—that is, the times he would “hit” the air—and most of them were moved forward or back. He was told he would be on camera for various lengths of time, but each hit went much longer or shorter than what he was told as the story developed.

4. Say something different, bold or controversial.

If my client’s message is the same as 99 percent of the messages out there, why should the media focus on him or her? I encourage my clients to say something different, take the other side of an issue, and not to be afraid to be controversial, but of course, they better be able to back it up. With the Carnival Triumph, Herring believed that people should not sue the cruise line. He insisted a cruise ship consists of thousands of moving pieces and parts and these things happen.

Bruce Serbin is an award-winning publicist and owner of Serbin Media, Inc.

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A producer from "NBC Nightly News with Brian Williams" called me during last week's Carnival Triumph fiasco to speak with my client, Jay Herring, who is a former senior officer with Carnival Cruise Lines and author of the book "The Truth About Cruise Ships." I turned down the interview.
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How to win so much coverage you turn down Brian Williams http://t.co/YohANHakUV #PR

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