Appear as news, never as publicity. First impressions are critical. If your audience first sees you in the context of an advertisement or publicity item, you instantly join the mass of other advertisements screaming for attention—and everyone knows that advertisements are artful manipulations, a kind of deception. So, for your first appearance in the public eye, manufacture an event, some kind of attention-getting situation that the media will “inadvertently” pick up as if it were news. People pay more attention to what is broadcast as news—it seems more real.
