You don't have to be tech-savvy or even tech-competent to create an e-zine these days. Plenty of services now do all tech stuff, design work, and bulk e-mail distribution for you…. for pennies. They are web-based, so you don't even have to download a program, and you can write your e-zine from anywhere.

Once you spend an hour doing basic set up work, all you do is write a few clever words, they automatically fall into an appealing-looking template, and are then sent to your list.

Sure, you can become a reporter’s friend by steering them to new resources, trends, and information. But don’t feel obligated to point out all opposing points of view, or to lead them to those who may dispute you. Who needs that?

Remember…. becoming buddies with press is a good thing – but our ultimate goal is to attract prospects and clients.

To avoid these pitfalls, practice your answers to questions you expect before interview. Whether it’s on- or off-camera, your interview has no “do-overs.” So make your mistakes while practicing for it.