Don’t go “off record”

Memorize these words: “There’s no such thing as off record.” It’s just too risky. If you don’t want to see your words splashed across page one, don’t let them out of your mouth.

When interview’s over, don’t just hang up

Wrap up every media interview or informal chat with a reporter with this question: “What else are you working on?” Finding out what else is on reporter’s plate can line you up to get interviewed for next story, too.

You think: “Unfair! These guys lose half stuff they get sent!” True, but remember, they do own printing presses. If you want to reap many benefits of free publicity, you have to stay on their good side.

What works better is to find a credible reason to follow up. For example: “Hi, Jen. Since I sent you that release last week on how to buy U.S. Government bonds, Congress passed a new law that makes it even easier.”