Here are a few ways. Make sure your clients have a ton of information on their Web sites. Don't bury the PR contact information so far inside the Website that no one without an advanced degree in Library Science can find it. Maybe there's a more logical place for such information, but wherever you put it, don't hide it. Reporters prefer to speak with your client, not you, after obtaining background information.
Time is always of the essence.
If you have to say no, just say it. I'll be adding to this page as I think of things that might be helpful. Thanks for listening. In summary, I appreciate how difficult the PR job can be, especially dealing with demanding people like reporters. But I hope these guidelines are helpful in getting my attention.