Should you keep a media database of your top media contacts? Absolutely! . I have two databases. I use the 20,000 database that I told you about. But every time I have an interview, I move that person. They stay in the 20,000 database, but they go into my separate corral of reporters that I've already done interviews with. And in my comments box in the database, I'll write myself a little note. This woman was a great interviewer. She really asked me good questions. This guy was a total jerk. Don't do an interview with him again. This person was wonderful. They followed up. They did this.

Do not, however, ever feel obligated to do an interview. 99.9% of the reporters that you deal with are going to be wonderful people but .1 percent are going to be jerks. Don't do another interview with a jerk. There's no reason for it. You'll gain nothing. I have never, in 25 years, ever called a reporter, unless they were a friend of mine, or wanted a follow-up call, or something else. I do not call because to me, if I call the editor, and I flag them that I'm sending a news release, that flags them to immediately trash it, because I shouldn't have called them. For more fantastic tips on how to write great press releases, read How to Write a Killer Press Release That Stops Reporters in Their Tracks