Too many marketers view the media as an ad-hoc advertising vehicle. Instead of treating the media as another marketing tool, try to think of it as one of your best customers. While media technologies change, the rules governing media relations remain the same. Ingratiate yourself to the key media members that cover your particular industry, and you will find that you have developed a solid relationship that will pay off in more ways than you could imagine. 

Follow these steps to establish solid media relationships: 

1. First of all, realize that the media is in business - just like you are. They need to generate revenue, and that means they have to provide relevant and newsworthy information. So don't waste their time with meaningless press releases. 

2. Return calls. It seems like a no-brainer, but so many marketers make the mistake of failing to be accessible and return calls quickly. You should have some sort of "hot line" established that alerts you to a media inquiry immediately. And if you aren't available there should be a backup in place. This means all day, every day, not just during working hours. 

3. Simplify. Don't make it difficult for the media to find information or get quotes. You should always have relevant information and background available, and have it in a format that makes it easy for the journalist to do their job. One of the best ways to maintain a good relationship with a journalist is to ensure that they are getting what they need. 

4. Keep your promises. Follow up on providing information and interviews quickly and be sure that you do what you say. If you promise to deliver a certain executive for an interview, don't renege at the last minute or try to substitute. Don't promise what you can't deliver. 

5. Keep your contacts informed without bugging them. If you don't have news, you may have a take on a current story they are working on. Or you may be able to give them a heads up on a developing trend or story in your industry that doesn't concern your company directly. Just make sure you deliver value. 

6. Don't argue. This goes back to step number one. Each journalist has their own agenda. Trying to foist your point of view or story on someone who isn't interested will only serve to undermine future efforts. 

7. The currency of the new economy is information. Don't try to use gifts, flattery or lunches to "buy" their allegiance. You do this by supplying them with needed information in your area of expertise.