If a reporter is interested in your story, help him/her promptly! (Remember, reporters are on strict deadlines.)
Here are some additional tips:
* Never mislead a reporter!
* If you don't know something, admit it. You can always call back with the information.
* Remember to keep in touch with your contacts.
* If for some reason you can not answer a question, say so. The reporter will appreciate your honesty.
* Always be prepared.
* Finally, keep your promises. Call back when you say you will.