Do's
Do homework before the event. Figure out several different angles for a news story beforehand. This will help you and the writers in the end.
Work on building a relationship with members of the press. You'll want to ensure you get to know the writers and editors who may work on your message. This will keep you on their good list of people to deal with, which will prove good to you. If they don't like you, they're not going to like dealing with you.
Volunteer to be a source for the writers and editors. This is a very good thing for PR jobs because writers and editors have a source list they refer to when they need information about a specific topic or event. When you're on this list, you'll be able to get the word out more effectively.
Make sure your press kit is a good one. Include important and timely information. If including any facts or statistics, make sure they are completely verifiable, because writers will want to know their stories are accurate. Include a company biography, but keep it short and simple. Make sure contact information is available. Don't forget complete product information and sales figures. Don't waste time with unique packaging unless you are unknown. Add good photos or provide links to where photos can be found online for their use.
Make efforts to get the word out. Talk to event and media coordinators so you can ensure there are plenty of press kits available. Hold press conferences when necessary.
Keep all promises. If you commit to an interview at a certain time, be there on time. The writers and editors do not like to wait and it could negatively impact what they say about you. If you promise to have a press kit or other information to a writer by a certain time, make sure you make all efforts to get it there on time.
Don'ts
Forget the little guy. Too many times in PR jobs, people are rude to the little guy because they don't think he matters. Sooner or later, he'll move through the ranks and you'll run into him again. First impressions are everything, and he'll remember you making him upset.
Decide on a story before an event. This will not make the writers happy. You need happy writers and editors to succeed in public relations jobs.
Fill your press kit with fluff. Keep only necessary information in the press kit, because short and to the point is much better than having to sort pertinent information out of a pile.
Hold a press conference without good reason. Senseless press conferences waste time and don't make the media happy. Save them for major announcements only.
Assume the reporter knows what he or she needs to. Be sure to provide background information about the company and the industry, spelling out any acronyms and explaining any jargon.
