17 Rules to remember when dealing with the Mass Media for your Business story

• Be sure all information you use is accurate.
• State - but do not interpret - company policy.
• Always tell the truth to the media. If you can't tell the truth, don't talk and don't get caught "not talking" or saying "no comment."
• Admit you don't know the answer to a question if that's the case, and arrange to get the media the required information, or refer them to someone who can answer the question.
• Be a content provider and not a “marketer” in your media relations.
• Realize that you have almost no control over the content, format, timing, or size/time of key messages.
• Prepare and keep current lists of all media people with whom you deal.
• Direct all material to the proper media person and send in on time to meet their deadlines.
• Always return reporters' telephone calls promptly, make sure that they can reach you, and make sure they are on your press list.
• Show no favouritism in the distribution of "hard news" releases.
• Keep your word when you give story exclusivity to a reporter.
• When a feature is turned down, try to place it elsewhere, but don't peddle it.
• When a feature is used, rework it with a new angle and try to place it with another publicity source.
• Invest in good photography or visuals to enhance the possibility of a story being run.
• If you are misquoted, don't hesitate to let the media know and suggest they run a retraction.
• When preparing for television, think with your eyes and ears.
• Keep your sound bites under 30 seconds.