2. Don't ever suggest to a media person that they should use your story because you are an advertiser. This will irreparably damage your reputation with media. There is a small minority of publications that do give advertisers favorable editorial coverage. I argue that these are publications to stay away from.

Remember, point of media coverage isn't to get your name in print, but to influence potential customers. If you saw a favorable article about a vendor next to a full-page ad for same vendor, how likely would you be to trust article?

The wall between advertising and editorial is a time-honored journalism tradition. Crashing into a wall usually hurts, so don’t try it!

Example: story is advice for would-be homeowners.

The visual you’ll suggest: stock footage of different types of houses in your area, plus background video of an “open house” event.

Newspapers and magazines also like to use visuals. Going to be quoted in a story? Offer a headshot of yourself, or of any other pertinent image. Remember to think of media as another client and provide them with excellent service. Don’t ask them to do it if you can help.