It appears to come down to perception - when we see our company name appear on newswire, or on a website we are artificially comforted in belief that we have achieved some tangible results from our news campaign. Our local customers may tell us otherwise, specifically due to fact that given their news reading habits they probably missed our news announcement, even though it appeared on www.lookhereformynews.com.

While newspapers still appear to be logical first choice for news coverage, survey did find that Internet has passed television in minds of business owners looking to get their news stories covered. There could be several reasons for this including fact that most of us find it increasingly difficult to find time to sit in front of our television sets for evening news and introduction of instant news alerts and online news centers which are making currency of television news less attractive.

The newspaper appears to have remained king purely due to its physical nature - it slams into our door in morning, greets us at bus stop, fills our bird cages and reminds us we are part of a bigger world as we carry out recycling.

6. Similarly, resist temptations to tell negative stories. If your interviewer asks you to explain "the dumbest question you were ever asked," for example, be very careful to portray your customers in a positive light. You might answer something like, "There really are no dumb questions. Our clients have business needs and we do all we can do address those needs."

7. Consider writing a list of suggested questions or topics to cover. Send this list to journalist prior to interview. If used, your list will direct interview in way you hope. Naturally, prepare your answers to these questions in advance, and be prepared to speak easily on each topic.

8. Be prepared to offer your audience some sort of report, gift or other item -- on autoresponder, faxback or web site. Remember, simpler instructions, more likely your audience will be to remember it.

9. If your interview will be televised, ask in advance for tips regarding clothing, makeup and accessories. As a rule of thumb, dress appropriately for type of business you are operating. Remember that solid colors are preferred over prints, geometrics, plaids or florals. Accessories that dangle, move, glitter, shine or create noise are inadvisable. If you wear eyeglasses, ask camera operator what you can do to reduce glare.

Ready? Break a Leg!