First, companies must view the media as a client and treat them with respect and professionalism. Understanding what their job is and the stress that goes with it is crucial.

Second, make their job as easy as possible by providing them with all the information necessary to write the story, including an angle. Reporters often don't have the time to go out and do research themselves.

Third, keep the reporters best interest at heart. They are there to provide a service to their readers, not to you. Always give them accurate and timely material, free of exaggerations or assumptions.

Finally, respect their requests as well as their opinions.

Following is a brief list of do's and don'ts that will help you prepare for a happy, healthy and long relationship with the media:

DO

	Put their interests in front of yours
	Have consideration for their schedule
	Educate and familiarize yourself with reporter's past projects
	Confirm all interview details
	Stress that spokespeople be on time for interviews
	Be patient

DON'T

	Lie to them or exaggerate the truth
	Pitch ideas that they have already said they weren't interested in
	Pitch a health topic to a mechanical publication
	Assume everything will just work out, once you arrange an interview-you have to follow up