Answer requests from the media promptly, with respect and courtesy

Bluffing your way through an interview when you aren’t sure of the answers can be fatal. If you don’t know the right answer, tell them so.

Call a spade a spade. If you are honest with the media they will respect you for it and come back to you when they need information.

Deadlines are most important to news people. Delays can hurt both of you.

Every media outlet has editorial requirement. Know them.

Five F’s of communication: fast, factual, frank, fair and friendly.

Give the media plenty of advance notice if you want them to cover an event.

Handle all media equally. Play no favorites.

Initiate open dialogue with media. Become friendly with them. Get to know reporters on a first name basis.

Justify why you think your story has news value.

Keep your answers simple, concise and to the point.

Lie to the media once and the next time your name appears will in the obituaries.

Make every effort to be professional in attitude, answers and relations with media.

Never say “No Comment”. If you don’t know, say you don’t know or that you will find out and get back to them.

Off the record is for Washington bureaucrats, not for business people establishing rapport with the media. If you don’t want a statement used don’t say it.

Prior approval of a story is dangerous. Don’t ask to see copy before it is printed. Reporters don’t like to be mistrusted.

Questions from reporters deserve complete attention, accurate and straightforward answers.

Respect journalists and editors as professionals. They have a job like you do.

Service with a smile even if late at night. You are a spokesperson for your profession, and you should be available after business hours. News doesn’t happen during business hours.

Threatening to pull advertising or going over a reporter’s head will gain you nothing but grief.

Update your media list. Don’t write an editor who hasn’t been there for five years.

Value your interview as an opportunity to present your story.

Weekly newspapers, radio and TV always look for good story ideas. If your story is well written, it makes the process easier for both sides.

X-pect good results

Yesterday is everyone’s deadline.

Zero in on issues affecting your industry and community. Be knowledgeable and concerned.