11. Mention Past Connections. When Emailing an editor, be sure to say if you've met in the past, if a story has previously been featured about you, or any other connections with other editors at the same media source. This will jog the editor's memory and may work in your favor for a faster response.

12. Don't Be Sneaky. Stretching the truth, telling fibs, and other such tactics are sure to be discovered, so it's best to say and promise only what you can deliver. Reporters will not work with you again if this rule is broken.

13. Hand Write the Envelope. If you must send information by mail, be sure to hand write the envelope. It's a personal touch that almost guarantees that the envelope will be opened quicker than typewritten or computer-generated mail.

14. Ask About the Interview Time Frame. Ask your media contact for an estimate of how long the interview and taping process will occur. This lets you schedule the proper amount of time and not worry about other appointments.

15. Consider Column Submissions. The Wall St. Journal has a column that runs on Tuesday entitled, "Pipe Dream." This is where profiles are written and certain careers get coverage.

16. Know Your Numbers. Statistics always get the media's attention. Mention this information and its source in relation to your story idea.

17. Never Pitch Parallels. If a story's been featured in the media and you have something similar to that product or service, don't expect the media to be interested. Wait at least six months to mention your idea, and when doing so, pitch an angle that's different than what was initially covered.

 

18. Avoid Double Pitching. Offer your news story to only one reporter within the same media source. In addition, if you contact two people at the same media about a story with two different angles, make sure both reporters know that each has been contacted.

19. Same Story, Different Year. Certain stories are covered every year, such as heating oil prices, summer cooling tips, and Halloween candy pros and cons. Be ready to pitch along these lines if your company fits the category.

20. Be a Blogger. Blogs aren't often read by some reporters, but blogs are said to be an important research tool to help reporters on assignment find people to interview.