(A) Ignore it. (B) Reply immediately to say you have a good story for him/her. (C) Reply immediately with your complete story. (D) Consider request for a few days rather than acting hastily.

For more than two years this question has been part of a quiz at my Web site, and a majority of those taking quiz have guessed answer was (B). Wrong. That means that most people who see a reporter's query, either through a leads service such as ProfNet or PR Leads or on a discussion list, may miss their chance for 15 minutes of fame.

A reporter's notice might look like this:

For an article for a national business magazine, I am seeking businesses that have turned less than a thousand dollars in initial investment into more than a million dollars in annual sales in less than 10 years. Respond by this Friday to areporter@reporters.net.

My quiz respondents think thing to do is to reply simply, "I fit your criteria. Here's how to reach me..." The correct answer, though, is (C), replying with complete story. Why?

Assume that reporter receives a flood of replies, as usually happens. Most likely, enough of those have supplied a full, enticing and relevant story for reporter to complete his or her research without contacting you.

A number of strategically generated features or product mentions in magazines, newspapers and TV/radio/cable shows nationwide can lend strong credibility to a new product. That “media bullhorn” can also do wonders toward educating consumers about your product. But does your product -- and it’s media pitch -- have what it takes to attract media into giving you coverage in their pages or on their airwaves? As I mentioned, many products or businesses can generate some type of publicity and media interest, but in my professional experience, types of products and pitches that lend themselves to best media exposure include:

·home/garden products ·kitchen/cooking/food products ·consumer electronics ·automotive accessories ·home repair/DIY tools ·personal health/medical/fitness products ·recreational/outdoor products ·experts (business, health, technology)

If you have a new or under-publicized product in one of these categories, media could be a good friend to you. However, you first have be a friend to media. Your product (and pitch) needs to have what media calls a “news peg” -- that gives them a logical and newsworthy reason to feature YOUR product as opposed to 200 other media pitches that are on their desks right now. Additionally, you need to make it as easy as possible for them to do your story or they WILL move onto a competitor’s pitch and product that is easier to cover.