I started my career in public relations way many college students do - as an intern. While working for a PR agency one summer, I learned greatest lessons from a crusty, old newspaper editor with whom I had to have constant contact.

Each time that I called him to follow up on a story idea, I would learn something new - by time he stopped yelling at me. At summer's end that editor had become a mentor for me and rules introduced by him have served me well in placing news stories over years. You see greatest gift that he gave me was not a hypothetical example found in my college textbook. Rather, it was practical experience in pitching story ideas to "real" journalists.

Techies love them. Young and old technology haters love them. Most importantly, editors love them. Tips -- neatly packaged, numbered nuggets of advice -- are always appealing to those whose job it is to fill up publications with entertaining and illuminating information. They can therefore represent a lucrative route to publicity for you or your organization.

The content of tips that earn you media coverage doesn't have to be original, exclusive or startling. You can offer up things most people in your position know. Their charm is mainly in writing and packaging.

Start with an irresistible title, usually including a number, such as "Seven Steps to a Summer Without Bug Bites," "Four Secrets Real Estate Agents Don't Want Homebuyers to Know" or "11 Ways Not to Ingratiate Yourself to The Boss." Then brainstorm ideas and choose best and second best and so on, until you have number you'd chosen.

Rewrite each item so that it begins with a brief phrase summarizing idea, which might appear in boldface in a magazine or on Web. For example, here's a crisp, properly formatted item #1 for first-mentioned set of tips:

1. Inform yourself. Ask about buggy seasons and areas before finalizing your vacation plans. For instance, some beaches are more mosquito-infested than others. Your first-choice time slot for a holiday might be black-fly season up at lakes.