And smiling reporters pick up your stories more often.

When you find that you do get a really good hit from a reporter, send them a thank you note. Make it handwritten. This is not only good manners, but does two more things. First, it makes your reporter feel loved and happy. They work in a high-stress environment and don’t always feel appreciated. Secondly, it builds your relationship. If that reporter feels that your company is benefiting from his or her writing and that you are genuine and deserving of coverage, they’ll pick up your story more often.

So, a handwritten thank-you note every single time. If it’s really good, a note to their editor saying what a terrific story they did. Editors also like to hear that their reporters are making a difference in the world, no matter how big or small.

For more ways to keep your media contacts smiling, check out Transcript—How To Write a Pitch Letter.