Whenever a request for anything comes across your desk, get on it right away. You should be thinking "image" all of the time. A great way to project a competent reliable image is to always be quick to answer any sort of inquiry. If people, especially people in the media. contact you for information, get them as much information as you can and as quickly as possible. When the media is asking for information it is likely that they are going to relay that information to the public. This is free advertising for you and you should make it as easy as possible for the news station (or newspaper or radio program) to do a good job.