TCPR specialist Drew Schadegg has never been more ready for 2008.

Dear Friend,

There's a reason the New Year is called the "New" Year.  The word "new," according to dictionary.com, definition #8, means "fresh or unused; example: to start a new sheet of paper." The New Year is exactly like that sheet of paper. It is quite possibly one of the best presents we can get for the holidays. "Look what Santa gave me! A brand, new YEAR!" The question is: What do we do with it?

I'd like to suggest a New Years resolution for everyone: "I (insert your name here) will build quality relationships with the media and the public to become more popular and profitable." Whether you are the company president or the administrative assistant, keeping this reolution will create a happier professional and personal life. Use these questions to evaluate the way you currently handle your relationships and consider making some positive changes.

What's your story? Do you stick to it?

              When dealing with the public and the media, you should have the answers to all the questions whether people ask them or not-- specifically the answers to those questions dealing with company values and beliefs. This is the foundation to any relationship that is to start in the New Year.

You must first know yourself before knowing others. Employers and employees alike must internalize the company's mission statement and values because it will keep everyone on the same page and remind everyone of their work's purpose. I came across Microsoft's mission statement from 15 or so years ago, and part of it included a statement about Microsoft having its software on every computer in America. At the time that was a very lofty statement, but that dream has practically been realized. Make sure you and others you work with know the company story (values, beliefs, mission statement) and stick to it.

Do you connect with the public?

              One of the best ways to build new relationships and get people thinking about your company is to distribute some sort of publication. Think newsletter or magazine, or turn to the wide world of the web and create e-zines or e-newsletters. Publications give businesses the chance to connect with the public, show personality and broadcast company news. There are some great programs, such as Constant Contact and Intelli Contact, which make it easy to organize and distribute information. If you already have a publication, think about ways it can be revamped. "Makeovers" bring back that "fresh" feeling and refocus attention on you.

Do you say "please" and "thank you?"

              Some of the most basic relationship rules are often forgotten as years pass. Creating and maintaining relationships with reporters should be handled with extreme care and attention. Simple, sincere acts of appreciation can reap many benefits when it comes to people remembering you and wanting to continue a relationship. When you want a reporter to notice you, take notice of them. Pay attention to what reporters usually write about and contact them with feedback, leads on a source or just a compliment on their article/show. If a news story is published or broadcasted about you, be sure to show your gratitude. Kindness rarely goes unnoticed.

Remember that the New Year is your very own, brand new, blank sheet of paper. Don't throw it away. Addressing these questions will put you on the right path to better relationships, a better business, and a better year...and that sounds like very happy news.