What amazes me is that the people pitching me and the other WDFM editors would themselves not sit still for a like-minded pitch, should they be on the other side of the equation. When people and press releases alike "talk at" you, it's a turn-off.

I've been on both ends of this type of communication. There are times when I seek press attention, and times when I give it.

Hereunder I share my Top Ten Tactics for Talking to the Press:

1. Straight Talk: Think like Harry Truman when talking to a reporter. Plain, straightforward language which clearly states your intentions is always appreciated by harried, overwhelmed journalists on perpetual deadlines.

2. Talk Fast: Not only does this bring a sense of clarity to your message, it also brings a subliminal sense of urgency.

3. Use the BS Detector: We all have it, and we use it every hour of every working day. Pitch yourself and ask frankly if you are sincerely interested in the pitch. If not, change the pitch, as any journalist worth her salt will consciously or unconsciously pick up on your lack of sincerity and commitment.

4. Know Thy Value: Other than mothers and spouses, no one cares about who's been upgraded to VP, SVP and the like - unless they're a headhunter. :)

5. Are You on Deadline? Ask a journalist this at the top of the call. They usually are, and will tell you so. You then ask when is a better time, or if they prefer fax or email. Give them control. They have it anyway, so you might as well acknowledge this upfront.

6. Ask for Feedback: I'm launching the WDFM Search Engine For Marketers service, and have asked a few journalists which angle is better to feature. I didn't ask them to cover it. They may or may not. But this way, I know what serves them and their readers best, which does give me a better shot at drawing attention to this new service.

7. Bring Order to Chaos: If you, your product or service can bring clarity to a given market segment, bless you.

8. Don't Always Be the Pitchman: Let reporters hear from you when you're not looking for something from them. Otherwise, they'll see your phone message, email or fax and learn to say, "Oh, what garbage is he peddling now?"

9. Be Quotable: Coin a phrase that is fun to repeat and that is pretty self-apparent. While you want that accessible, plain-speaking style of Harry Truman, you also want to be colorful enough to make for good copy. It's a fine line.

10. Put Valuable Content in Your Press Releases: No fluff. Make every word count. Leave the reader feeling glad that he or she stopped to read your release instead of the blizzard of others comfortably nestled in the round file.

Bonus Tactic - Pick Your "Dream Team" Press List: Most businesses don't need many more than a few critically placed journalists in their respective trade press. Editors and journalists are typically frank, and often hungry. Get to know a few. Some of my best friends are editors and journalists.