After you’ve had a good call, or sent something to a reporter, follow up about a week later. If you get no response, assume idea’s either dead or filed for later consideration. No amount of follow-up calls is likely to change this cold truth – and it will actually lower your stock. Don’t be viewed as pestering – if initial idea doesn’t fly, wait a while, then float a new one.

But it’s what you know – your unique expertise and experience - and how you serve it up to those hungry media folks that determines whether you’ll become a media star.

When they know you (or your publicist), they’ll gladly give you 30 seconds on phone to make your pitch. But – and this is harsh truth – for you to get into print or on air, they must make cold, calculated judgment that what you’ve got is newsworthy. Not even strongest relationships or friendships can bend this iron rule.