This is a guide for getting respect -- and coverage -- from journalists: a 12-page, single-spaced "White Paper" that reveals inside information and tips on how to find new, targeted prospects for your business by getting free publicity from radio, TV, newspaper and magazines. Written by award-winning TV anchor and radio talk show host George McKenzie, this lengthy article serves as a guide for small business owners, entrepreneurs, authors, speakers, coaches, consultants and anyone who has little or no training in public relations or self-promotion. The article focuses on showing public relations and self- promotion novices how avoid the most common (and costly) mistakes when they approach journalists seeking coverage about themselves or their businesses.