• Be sure all information you use is accurate.
• State - but do not interpret - company policy.
• Always tell the truth to the media. If you can't tell the truth, don't talk and don't get caught "not talking" or saying "no comment."
• Admit you don't know the answer to a question if that's the case, and arrange to get the media the required information, or refer them to someone who can answer the question.
• Be a content provider and not a “marketer” in your media relations.
• Realize that you have almost no control over the content, format, timing, or size/time of key messages.
• Prepare and keep current lists of all media people with whom you deal.
• Direct all material to the proper media person and send in on time to meet their deadlines.
• Always return reporters' telephone calls promptly, make sure that they can reach you, and make sure they are on your press list.
• Show no favouritism in the distribution of "hard news" releases.
• Keep your word when you give story exclusivity to a reporter.
• When a feature is turned down, try to place it elsewhere, but don't peddle it.
• When a feature is used, rework it with a new angle and try to place it with another publicity source.
• Invest in good photography or visuals to enhance the possibility of a story being run.
• If you are misquoted, don't hesitate to let the media know and suggest they run a retraction.
• When preparing for television, think with your eyes and ears.
• Keep your sound bites under 30 seconds.

Author's Bio: 

Andrew Chow is a certified Life Coach, Serial Entrepreneur, Speaker/Author and Master Match Maker in Singapore. Founded IDEAMART (S) PTE LTD in 1994, Andrew won the Spirit of Enterprise Award in 2008 and the Successful Entrepreneur Award in 2010. Graduated from Thames Valley University, Andrew is also a Certified Trainer, Assessor and Developer under WDA-WSQ courses.

Andrew had more than 130 interviews and features about him or his business since 2005 from Channel News Asia, News 8, 938Live, Business Times, Zao Bao, Berita Harian, Today, The New Paper, My Paper, STOMP, FEMALE, HER WORLD, PEAK, SHAPE, Lifestyle, etc). Andrew was also the business coach on Effective Media Management for Singapore's leading radio station 938live - Positive Business Minute.