And, as I'm sure you've recognized from your years of client service, meeting a client in person jumpstarts a personal relationship that can cement a professional one.

One caveat: Whereas you might take a client to an expensive restaurant to emphasize your financial planning success, don't do this with a reporter. No lavish, expense-account spots. It looks like you’re trying to buy favor. Most publications have pretty strong ethics codes—the reporter will probably be obligated to pay for their own meal, and they won't like shelling out for filet mignon. Suggest too fancy an establishment and they probably will turn you down.

Hold adjectives and jargon

Be lively and colorful in your writing. But avoid hype. Adjectives in a release doom you to trash box. “Unique,” “Exceptional,” “Remarkable,” “Cutting-edge”…. All they say to a reporter is, “toss me.” Better: let facts – your story – speak for themselves.

If there's anything reporters hate more than hype, it's jargon. Reporters have even created web sites to vent their frustration about this. Avoid hackneyed words and phrases like "solution" or "best-in-breed." Use plain English. Like Lincoln did.