Follow your leads
You make contact with a political activist at a cocktail party. She suggests that your company is the kind of company that she supports because of the way you handle your toxic waste. You thank the woman, enter her contact numbers into your blackberry and then what? Forget about it until you meet again? No!
If you have any sort of a lead follow up on it. Following your leads helps with two essentials of PR: forming a network of allies and knowing your enemies. Follow up on leads to have as much contact with either as you can. If you meet someone who will be a potential ally, schedule a lunch where you pay. Just having met someone does not mean that you can count on them when the chips are down. But, if you follow up and establish a personal relationship, you will be able to count on them when the chips are down.
