1. Thou shalt not obfuscate, exaggerate, jargonate or speculate.

2. Thou shalt include the five W's in thy first paragraph of any news release-who, what, where, when and why.

3. Thou shalt transmit thy news releases via readMedia.

4. Thou shalt remember that nothing is "off the record".

5. Thou shalt keep in mind that ink and air waves rule. Restrain thy urge to engage in a spitting match with a reporter.

6. Thou shalt not go over a reporter's head or allow thy client to pull rank. "Let me give her editor a call - we were in the same class at Yale."

7. Thou shalt not rely on spell check lest thou wish to cause snide remarks in the newsroom. Thou shalt keep a dictionary and recent style book on thy desk.

8. Thou shalt return all calls and emails promptly even if it is to say "I don't know yet but I will try to find out and let you know by your deadline".

9. Thou shalt include evening contact information on all news releases, fact sheets and backgrounders.

10. Thou shalt not turn thy spokesperson loose without thorough training and an arsenal of information.

by Vera Converse Nuspliger
Nuspliger Associates
518-882-9816
www.nuspligerpr.com