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It's important to know how to deal with journalists if you want to get free publicity. They're extremely busy people and are usually under the pressure of constant deadlines. If you want to open doors and have long-term successful relationships with journalists, you need to follow these guidelines.

It's important to know how to deal with journalists if you want to get free publicity. They're extremely busy people and are usually under the pressure of constant deadlines. If you want to open doors and have long-term successful relationships with journalists, you need to follow these guidelines.

When you call, immediately ask if they are on deadline. If they are, ask them when you can call back, then politely get off the phone.

Be brief. Don't be chatty. Get to the point right away and when you've finished-you guessed it-get off the phone.

Ask if they are the right person to talk to about your story idea.

Ask them what their contact preference is--phone, email, fax or snail mail.

Ask if it's okay to follow-up with them in a week or two. Some journalists will say yes, some no. If yes, call back, but not too soon. In general, wait at least a week after they have received a press release, unless they have indicated otherwise.

Always be courteous.

Know your subject matter. All too often reporters and editors are pitched stories by someone in an organization who has no clue about the product or service or what the story is really all about. If you want to get publicity, be knowledgeable.

Be available, especially when they are on deadline for your story. When compiling their stories, journalists often think of new questions to ask or need clarification on some aspects of the story you have given them, either in a press release or during the course of the interview.

There should be one person who is the main contact for the journalist. But also have a backup in case that person is not available and the journalist needs a quick answer to something.

Offer to do more. When they ask a question, unless it is highly technical and beyond your understanding, answer it, offer to research it, or have an expert in your organization answer it. Don't tell journalists where they can go find the information. They are almost always on one deadline or another, so don't try to create more work for them.

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