Think of every PR success as seed for next placement. Re-read your article when it appears, and ask yourself, “What could I have elaborated on?” or “What’s going to be happening next in that field?”

For example, say your published story was about municipal bonds. Stay on lookout for any municipal bond news that arises. Bond failures, new bond issues, appealing rates—all of these could be topics to bring back to a reporter. You may also consider a story about other tax-free return investment vehicles.

When mistake is caught (and it will be) reporter has to print an embarrassing correction or retraction. Believe me, your number will be gone from their Rolodex in an instant.

If you are not sure of answer to a reporter’s question, say these words: "I'm not sure, let me check." This sentence is only acceptable response. Winging it will invariably get you in trouble. Tell reporter you’ll look into it, and call back soon.