As a business owner, you probably know how important publicity is to the success of an integrated marketing communications strategy. Unfortunately, many entrepreneurs, marketers, and public relations managers make crucial mistakes when dealing with the media — and they end up on reporters’ block-call or spam email lists. The good news, according to Pam Lontos, president of PR/PR and author of I See Your Name Everywhere, is that you can avoid these pitfalls by being aware of the most essential dos and don’ts for dealing with reporters and editors. She offers these tried-and-true tips to get the most out of your media contacts and ensure that reporters, editors, and producers answer your calls and respond to your emails:

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1. DON’T forge ahead with whatever is on your mind. DO ask if the reporter or editor is on deadline. Journalists’ time is as important as yours, and their deadline pressures are horrendous. If they’re on deadline, ask for a good time to call back.

2. DON’T be self-promotional. DO make sure to share actual information with viewers or readers. Give value-added tips, advice, or information so that you will help improve people’s lives. If you can achieve that goal every time, the media will always make time for you or even actively pursue you for interviews and articles.

3. DON’T ask the reporter to send you his or her article so you can review and approve it in advance. DO provide follow-up contact information and offer to be available to clarify any confusing points or answer additional questions. Offer to help the writer check facts or review small sections of the article for accuracy.

4. DON’T assume everyone should be interested in your subject matter. DO make sure your subject matter appeals to the reporter’s target audience. Be sure to familiarize yourself with the readership or audience.

5. DON’T ever nag the reporter. DO space out your calls so you do not become a pest. Use email. Many journalists rely on email to get their work done quickly.

6. DON’T assume the reporter or editor remembers who you are. DO keep in mind that they deal with multiple sources and many different subjects. Immediately identify yourself by name before launching into the purpose of your call — even if you spoke to the same journalist the week before.

7. DON’T expect the media to cover your topic when another story is dominating the news. DO be aware of what is happening in the news, and tie your pitches to those stories.

8. DON’T delay when returning calls from reporters or fact-checkers. DO understand journalists are on deadline. If you snooze, you may lose the chance for an interview.

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