More than half of America skips the Super Bowl, the nation's most-watched TV event. So it stands to reason that not all your prospects will see your publicity, even if you're on 60 Minutes and Oprah. Create a strategy to use your publicity proactively to reach and impress everyone with it. Here's how?

You've worked hard, gotten your story in. You're a media star. Wait? Job's not done!

You want everyone in your mailing list ? not just those who read today's paper ? to see it. Create a nice-looking reprint and mail, e-mail or fax it to everyone you know. You heard me right, everyone. Customers and prospects aren't enough.

Everyone else on your list ? that should include friends, neighbors, and vendors. These folks may not be prospects, but they surely know people who are. They are a potentially rich source of referrals for you. (Note: Check with the publication to see if permission is needed to reprint. Sometimes they will create the reprint for you-for a fee.)

Article reprints should look appealing and be easy to read. Take time and care to get them looking good. Ask a print shop or local designer to help out if need be. Or just have someone computer-savvy and design-minded give it a once-over. It's worth the small investment.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.