The Truth About Reporters. Although it's sometimes tempting to think so, reporters don't really have horns or eat their young. But they do exhibit some consistent
behavioral patterns. Media relations veteran Edward Segal documents them in his latest book, Getting Your 15 Minutes of Fame and More! (John Wiley & Sons). Some
observations:
- Reporters will always ask the one question that you don't want to answer.
- The most important thing you can tell a reporter about your story is who will care about it and why.
- The easiest way to find out what stories reporters are most interested in covering is to ask them.
- Assume that everything you tell a reporter is on the record and may be used.
- The best way to help ensure a reporter will use your press release is to write it as if it's a newspaper story.
- The day a reporter sends his story for your approval is the day you will win the Publisher's Clearinghouse Sweepstakes.
(Edward Segal Communications, 202/333-7966, http://www.publicrelations.com)
Clarification: A partial listing of vendors providing satellite media tour expertise in the June 19 issue should have been labeled "Co-op SMT Specialists." The Novartis
athlete's foot cream brand featured in PTA's Father's Day "Get Fit" kit was LamisilAT, not Desenex.