I usually call the editors of my target publications and ask them who they like to work with and why. This is how I found Katy, who helped with the Netscape launch. The editor I spoke with said, “She is one of only two people that have my private line and can call me direct anytime”. Now that is a referral.

I also find a good PR person that I respect, and ask for referrals. During the interview, I know I have the right person if they bring a big book of press hits. Good promotional PR folks love to “count scalps”, and will love to show off the results they achieved.