50 N 6 S TEPS TO F REE P UBLICITY 5. How concerned are you about the tackiness factor? Although some people with a substantial media presence appear to have sought the limelight, others come off as if acclaim and attention were thrust on them. You can seek publicity and maintain a dignified professional image by choosing your tactics carefully. Instead of firing out indis- criminate inquiries, contact a science reporter for the Los Angeles Times or someone else whose work you respect. Persuade an ambitious former student to develop an intellectually informed piece for The Atlantic Monthly. Write letters to the editor that correct mistakes in your area of expertise. Prepare fact sheets that remain true to the complexity of your views. 6. Are you a loner or someone who always gravitates to groups? Although I've addressed you throughout this book as if you were seek- ing publicity alone, if that doesn't appeal to you, why not form a publicity team or publicity club so that you can cheer and coach each other through the process? Or designate someone as your publicity buddy and keep each other on track. Critique one another's news