Media relations requires that you think, write and speak like a journalist. You have to evaluate your story from a journalist's perspective and present a clear explanation of why a reporter or editor should consider it news.

Newspaper articles are simple and to the point, so anything you send to the media should be too. Don't use flowery language and don't disguise an advertising opportunity as a story. Reporters will know the difference and will dismiss your work.

Developing a positive relationship with the news media takes a lot of work, but you can turn a potential adversary into a powerful ally.