Reporters often cover a huge variety of issues. Even a reporter who writes only on AIDS issues may not be familiar with every AIDS issue. Inform them if they don't know, tell them why it's an important story. Offer them a press kit . Make it easy for reporters to reach your media contact .
Reporters are on constant deadlines.
If they have trouble reaching you, they won't keep trying to track you down, and they'll move on to something else. Provide reporters with a good interview . If they know that you can provide someone who gives them good quotes, accurate information, or a good angle on a story, they'll put you in the Rolodex and call again in the future, and you develop a good press contact. Always keep in mind that you are potentially developing a relationship with a reporter or editor. Even if they don't cover this demo or issue, they might cover one in the future.