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PR pros without newsroom experience may have suspected some of this. You don’t dare speak it publicly

When I was reporting, a communications firm emailed me a news release about an education expert being available for comment. I ignored the news release due to a combination of the following reasons:

You build yourself a reputation as being available anytime, anywhere.

Absolutely. TV newsrooms like few things better than to blur out something.

Even the angriest callers are willing to forgive a perceived wrong if a business communicates with them directly and genuinely tries to explain itself.

Business owners might legitimately ask themselves why they should self-identify themselves when the TV station is not.

Responding quickly is important, but responding too quickly without thinking matters through can make the case unnecessarily complicated.

You thought you placed your client, but now you risk losing the story if you don't come up with more.

Some of those posting Tweets are falling back on gimmicks to convince us to click their links.

Consider videos more of a headline than a two-page, in-depth newspaper story.