1. Actually have news
2. Don’t plan a press conference unless you are announcing the cure for cancer
3. Have a plan: know the outlets you want to be in and what your best-case scenario headline would be
4. Set aside specific times in your executives’ schedules to do interviews
5. Prep your executives and make sure they turn up for the interview
6. Do offer exclusives to your top writers
7. Don’t scoop reporters by blasting your news all over the internet before you talk to them
8. Keep engaging writers long after the show
9. Wear comfortable shoes