Don't oversell your story. If you do, you'll lose credibility.

Brevity is the soul of wit. And it adds impact to your message.

Don't be afraid to repeat your message. More often than not your audience won't hear it the first few times you say it.

If you don't know the answer to a reporter's question, say so. Don't guess if you don't know the answer.

Have a clear objective and a clear message when talking to reporters. Sometimes silence is your best strategy.

Actions speak lounder than words. Saying one thing and doing another is a good way to lose trust.

Focus on the two percent that matters -- the things that will move the needle. Don't get lost in minutia.

Consistency is important. People won't believe you if you change your message too often.

Credibility is as much a part of your message as the words you use. Keep your message credible.

Keep your message simple if you want it to be remembered.

Say something interesting if you want the rest of us to listen.

Good writing, like good music, has a rhythm. Listen to what you write. And pay attention to the rhythm.

How you say it can be as important as what you say. Be yourself when talking to reporters (or anyone else).

Use straightforward language to tell your story. Euphemisms and "happy talk" don't work.

You're entitled to a point of view. But tell the truth.

Don't try to say too much. Keep your story short and easy to understand if you want to be heard.

Know what your primary message is and be able to say it in 15 seconds or less. Repeat it as often as you can.

Use e-mail and the Internet to reach your audience. News releases aren’t just for the media any more.

Continually add to your media lists. Save the contact information of every reporter you talk to.

Everybody’s favorite subject is me. Make your story about me the audience, not me the storyteller.