Future File - Generic name for any system that collects news releases, notes, or any information related to future events.

Evergreen - A story that isn’t necessarily tied to a newshook. Evergreens are stories media pull "out of can" to use on slow news days when there’s not much going on and they have a lot of time to fill.

Kicker - This one relates TV only. The "kicker" is a short, generally amusing story just before end of a newscast. It’s supposed to leave you smiling even if you’ve just watched nearly thirty minutes of mayhem.

If you want to portray yourself as knowledgeable and savvy, just tell an assignment editor you’ve got something you think will make a good kicker. They’ll pay attention, since good local kickers aren’t always easy to find. Plus, if you’ve got interesting video, they’ll "tease" kicker all way through newscast - which means you get even more exposure.

Sprinkling your pitch to media with these words and phrases will greatly improve your chances of getting free publicity.

And that reminds me of one last thing.

Never use word "publicity" when pitching a reporter. Always call it "coverage."

When you "talk talk" of newsroom, "publicity" is one word you never want to say.

***Use Your Imagination--and vast resources of internet. Got a spaghetti dinner coming up at your church that you want to plug on air? Are you wondering just how you give a spaghetti dinner some radio "sex appeal?"

"Go to internet," says veteran morning drive personality Sonny Melendrez. "Look up spaghetti. Talk about history of spaghetti on air. Keep your tongue firmly planted in your cheek, and make up whatever you want. Look up food jokes. Church jokes. Put it to work for you in a fun way."

And don't worry, you'll get your chance to give important details...date, time, place phone numbers, etc...

Do these things and you'll be amazed how often you're invited back...and how often you start getting invitations from other stations. Remember what Reggie Jackson said about "birds on a wire." Keep that in mind, and you'll soar to new heights as a popular radio guest.