Don't: Put off reporters or ignore or postpone returning their calls.

Do: Always agree to a reporter's request for an interview.

Don't: Deny reporter's access to your organization.

Do: Get the media to report your story the way you want it reported by providing reporters with news packaged in a usable form.

Don't: Try to influence reporters and editors by wining and dining with them.

Do: Accept the reporter's absolute right to ask any question in any way.

Don't: Attempt to negotiate with the reporter about what the reporter may or may not ask: Absolute rights are non-negotiable, so you cannot ask the reporter to curb the scope or nature of an interview.

Do: When giving interviews, always respond to the question, itself.

Don't: Respond judgmentally to the nature of a reporter's question or to the way in which the question was asked.

Do: To prepare for a media encounter, identify topics that the reporter may raise and formulate one, two or three relevant and truthful points you want to say about each. Thus, no matter what issues the reporter raises, you will be able to answer each question directly and at the same time interject an observation that will put your answer into a meaningful context.

Don't: Use manipulative techniques, such as deflecting questions, "zooming" in on your key messages, "steering" the interview or otherwise behaving in ways that make you appear evasive or deceitful.

Do: Treat all reporters equally, freely giving all of them any nonconfidential information they request.

Don't: Offer stories exclusively to one reporter. (If a reporter asks for an exclusive, explain your policy of fairness and openness.)

Do: When asked for confidential information, decline to give it and explain why.

Don't: Give a reporter confidential information "off-the-record."

Do: Treat all reporters with the same degree of cordiality and professionalism.

Don't: Treat reporters as adversaries.

Do: Recognize that when representing your organization, you personify the organization in the minds of the media and in the people who read, watch or listen to media stories.

Don't: Draw distinctions between your views about what your organization is doing and your organization's views about what it is doing.

Do: Be truthful and believe in what you are saying.

Don't: Lie.