One of the first things to remember is that you can treat print and broadcast reporters very differently. That's because print media outlets often have ethics policies that dictate what reporters can and cannot accept. Broadcast reporters seldom have such policies. If you're hosting a news conference, you don't need to worry about ethics policies. The media aren't concerned either, because everyone is being treated the same. So serving snacks and soft drinks is perfectly acceptable, particularly if reporters will be driving long distances to attend. In fact, a friend of mine who works in TV says TV reporters and many radio folks routinely EXPECT free lunches, gifts of food and other freebies-and are delighted when they get them. Clever PR folks can think of creative ways to tie story pitches to a good gift, and send it to the news department at TV and radio stations, in hopes of being interviewed.

For more do's and don'ts of feeding the media, see Special Report #43, "The Do's and Don'ts of Offering Food to the Media"