Instead, invest time in coming up with information that will appeal to reporter and to her readers. Useful information gets – and keeps – a reporter’s attention much better.

And after you compile that information, make sure that it's going to be easy for reporter to find you when they want to use information. Every piece of paper or email you send media must have your contact information: phone, fax, mail, web site address, and e-mail. Putting it on outer folder, or top sheet alone, just isn’t enough.

Try to summarize all three points in half-a-minute. If it takes longer, go back to your list and rewrite until you don't exceed thirty second barrier.

Not only do you want to mention your three points, you’ll aim to do it three times: in beginning, middle, and close of your interview. Nine points. That’s your message. How to nail a perfect 10? When you hear reporter recap and voice your message himself.