For publicists representing the Hollywood starlet of the moment or the popular downtown hang, there is perhaps nothing more important than a prime placement in “Page Six,” the New York Post‘s long running gossip column.

In a “So, What Do You Do” interview from May 2009, editor Richard Johnson [pictured right] talked about working with PR, specifically, ‘Liar’s Corner,’ where he takes publicists to task when he catches them in a lie. “It’s so annoying because if you do a story and you hadn’t called them, they’d complain like crazy — ‘How dare you run that without calling!’ Then we called and you lied to us, so they can’t have it both ways,” he said.

When it comes to vetting what makes it in and what doesn’t, Johnson said, “You have to make the calculation with every story if it’s worth it now that somebody else has already done it, or if we can push it forward. I don’t want to fill my column with stuff that’s already on the Internet.”

But for the junior publicists out there, or for those who aren’t already representing a “bold faced name,” what are some tricks to getting Page Six ink?

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