It's such a rare wonderful surprise. On the flip side, I made a friend for life at the top ranks of BMI because I showed up to his office with a pizza for our meeting. Radio stations are just people. Magazines are just people. Websites are just people.
Record companies are just people.
Be a good friend. Be a real person, not a slick schmoozer. Oh, and try to sense when they don't like you. Sometimes they just don't like your music, and aren't willing to help. Don't take it personally.