D on't fear taking the initiative-toot your own horn. E stablish a media relations policy and let the media know. F ocus on newsworthy events-pass news along. H old reporters accountable. J ust be fair to everyone, don't play favorites K now what is news.
L earn the media's deadlines and restrictions.
M istakes should be quickly admitted. O ffer English, not business jargon. P olish your writing skills. R eturn phone calls promptly. S ilence is not golden.