Read the publication before you decide to reach out to it.
Have a relationship with the publication before contacting it.
Choose your messenger with care.
Don’t paper the publication with junk press releases.
If you are called to participate in a survey and choose not to do so, give notice to the publication that you’re opting out of a survey.
Know the time restrictions and deadlines of reporters who call you for a story.
Use your most likeable and articulate people to pitch a story idea.
Always assume you’re on the record why you’re talking to the press.
Realize you’re not in control of the reporter or the story.
Don’t lie.
