It's inevitable.  It happens everyday in newsrooms across the country: a doctor or professional calls their local television news room to pitch a fabulous story for media to cover.

You're excited, it's a great story. As a business owner, you completely understand that one story covered by the media for free is equal to approximately $5700 in hard advertising costs.

So you start pitching and in 4 seconds that reporter or producer on the other line already knows your story will never make it on air.