Tips can help you generate product orders or client leads or targeted Web traffic when you associate tips with a new product, an ongoing service you provide or features at your Web site. By mentioning a specific URL only in your press releases, your traffic logs will reveal which traffic arrived because of media publicity.

You can increase timeliness and odds of getting tips published when you tie them to holidays, particularly minor ones. If you run a dieting program, why not gear some tips to recovering from Fourth of July picnic binges rather than Christmas dinners? Editors love tips year round, but they love them most when they need a holiday tie-in and yours shows up.

Don't forget to post your tips at your Web site. Make sure your text includes phrases someone looking for advice on that topic would type into a search engine. Easy-to-read practical tips are some of most popular pages on Internet. The catchy title you slaved over will help attract search engine traffic, too!

Rules #3: Know where to call for information. Most people are afraid to just call up a reporter (they can be scary people) to find out this information, however if you want to avoid that aspect of job, then simply call News Assignment Desk - nerve center of news operation. It is here that you can verify reporter information and also get a sense for types of stories that an editor might find interesting enough to assign to an individual reporter.

Rules #4: Know how a reporter likes to receive information. When it comes to distributing press releases or letters, all reporters are different. It's your job to find out how a reporter wants to receive his or her information on a potential story. For example, some reporters only read faxes while others only look at releases sent by mail. Still others will only read e-mail, and yet others will only accept a story idea over phone. This is important because if you violate reporter's rule for receiving information, then your release likely will never be read. It will get a one-way trip to trashcan.

Rules #5: Adhere to a reporter's deadline. Just as you can find out name and e-mail address of a specific reporter, you can also find out their writing deadline. This is very important because last thing anyone wants to experience is being on line with a reporter when he or she is on deadline. Here's another tip: Most daily newspapers are put to bed at 5pm. Call reporter between 8am and 9am because you might catch them before they go their morning editorial meeting. When calling up a reporter directly, always asks reporter if he or she is currently on deadline as a courtesy. They will respect you for it and this will give you an indication as to how long you have to speak with that particular reporter on phone. If you're nervous about speaking with reporter, then create a short script that you can state comfortably in 60 seconds.

While it's always great to know a reporter personally, few small-business owners will ever have that luxury. However, if you know what to do and whom to contact when time comes to tell your story, your chances of coverage are just as good as anyone else's. After all when it comes to media relations, it's not just who you know but what you know - plus a little luck never hurts either.