When sending a press release, most important part of release is your contact information. This gives media someone to call if they decide to pick up release and do their own investigation and interviews for their own story. If you are a new and upcoming organization, working with media, not against media, is important -- and how you approach media with your information, or how you respond to media's inquiries will be an important factor in success of your organization.

When dealing with media calls concerning a press release you have sent out, you must try to remember that it is, after all, media's job to ask hard questions. They may seem as if they are attacking you, and how you answer their hard questions will determine how much support you can get from them. Do not attack back. Don't throw up your hands in frustration in front of them. Remain calm, smile, and answer question to best of your ability, using best poker face you have. The most important rule to follow is never make them angry. The media can destroy you.

It is acceptable, after a work is published that is contrary to your liking, to send out a follow-up press release in form of a rebuttal. Utilizing this opportunity for further press conferences can be rewarding. When doing so, try not to say anything out loud that mentions name of a specific publication that has violated your trust, so media will not portray you as attacking their competition. You may, however, provide copies of that violation without quotes from you to media that shows up for conference, so that they can form their own words to describe what happened. Doing this will ensure that you gain trust of all those who attend.

Shonda Ponder is the editor and owner of the Friends of Liberty web site. Friends of Liberty is a Promotional Media Organization, dedicated to teaching promotional skills to amateurs who are politically active.

*Give Your Customers Payment Choices

Hard to believe, but not everyone (gasp!) has a credit card. Or is comfortable ordering online, even with a secure order form. Try to be flexible by offering alternatives. Electronic checks, taking orders by telephone or fax, allowing mailing in of a check or money order are all worth consideration.

For high ticket items, consider offering an installment plan. Breaking up financial commitment into three payments could make it easier to justify a purchase in your customer's minds.

*Hello, Anyone There?

If a customer wanted to contact you, can they? Do you have your address and phone number posted on your site?

I recognize that some are now hesitant to post an email address, not wanting to fall victim of email harvesting/Spam software, but email is still preferred method of online contact for many. Weigh inconvenience to you versus inconvenience to your customer.

*Gimme My Stuff, Now!

Online, people have become 'instant' junkies. They want it, and they want it now! While great for those with digital downloadable products, this could cause a problem for those dependent on third-party fulfillment houses.

If using a fulfillment house, you must be up front with your customers concerning shipping/arrival times. If there's going to be a delay, let them know.

Avoid negative feelings that will result if a product doesn't arrive as expected, and customer is left to wonder why.

Remember, a customer doesn't need much incentive to leave you for your competition. Don't let them feel that they'd be better treated elsewhere!

There are many other methods you could use to transition a high tech business to one of high touch. Set yourself apart in this way, and your customers will reward you with their loyalty and their dollars.