Example: story is advice for would-be homeowners.

The visual you’ll suggest: stock footage of different types of houses in your area, plus background video of an “open house” event.

Newspapers and magazines also like to use visuals. Going to be quoted in a story? Offer a headshot of yourself, or of any other pertinent image. Remember to think of media as another client and provide them with excellent service. Don’t ask them to do it if you can help.

Luckily, Web gives you access to very same news feeds that reporters watch. Most online services and web portals provide real-time access to major wire services.

Check wires for breaking news, especially in your field, at least once a day. You’ll get a head start: wires set agenda for rest of news media. Remember rule: on today’s wire = in tomorrow’s papers.