The importance of media relations was our subject last month. This time, let's look at some practical media relations tips. Also, I have a guest piece by friend Joe Grant that's about choosing the right clients, as well as a variety of tips...all designed to provide you a bottom line boost.

Now, let's get started.

Focus is first.

Focus on the audience. Who are we trying to reach? All carbon-based life forms is not the answer. With a tightly focused audience in mind, you can identify the appropriate media outlet, wasting less time for you and for the media that has no interest in the story you are shopping.

Then, focus the story on the audience and the benefit to the audience, not on you or your product. Next, focus and fine-tune your story into a page long news release or fact sheet.

Preparation is my next key word.

You focused on the right media and now it is really homework time. Study the work of reporters at the media outlets you have identified. Read what they write so you begin to understand the nature of their beats and how they approach them. Pitching a healthcare story to the automotive writer is not a smooth move. Once you approach the right reporter at the right outlet, know your subject inside and out. If the reporter knows the story better than you do, you are in trouble. Be prepared to do whatever you must to meet a media request for additional information, visuals like photos or charts and graphs, other people to interview, even reputable sources of information that disagree with you on the topic.

My next piece of advice is mind your manners. Find out how reporters like to communicate and use the appropriate method. Keep pitches - whether by phone, letter or email - brief. This shows the reporter that you understand the value of his or her time. If you phone, make sure the reporter has time to talk. If not, ask when is a good time to phone back.

Learn to take no for an answer. If the reporter says the story is not right, move on. Don't argue or get upset about it. Always be courteous and pleasant.

The final word is relationship. A single story might be of great importance, but the truly good media relations pros understand that building a relationship is more important than that one story. If you have built the relationship and proven yourself as a good resource, reporters will come back to you over and over again.

Do you have media relations tips that have worked for you? Drop me a note at harry@hoover-ink.com

You don't choose your clients - most of the time they pick you, right? They call to see if you might handle some project for them and you say, "Sure, we do that. We're great at that kinda' stuff!" (even if you've never handled a client remotely like them before). You need the business!

Of course you'd sleep better at night if you knew, really knew, that the client you're about to crawl into bed with is right for you. But how can you tell?

Find the rest of the story here at Joe's website.