Use lists and directories as a guide – a starting place.

If you've read articles on my site, or read my book, you’ll have already figured out – smart you! – that mass-sending releases or articles without a follow-up, or an actual personal exchange via phone or e-mail, will not get you far. Even most frequently updated lists can't stay on top of rapidly changing media world.

Don’t go “off record”

Memorize these words: “There’s no such thing as off record.” It’s just too risky. If you don’t want to see your words splashed across page one, don’t let them out of your mouth.

When interview’s over, don’t just hang up

Wrap up every media interview or informal chat with a reporter with this question: “What else are you working on?” Finding out what else is on reporter’s plate can line you up to get interviewed for next story, too.