General PR Tip #1: Do you have a plan?

It's a simple question: Do you have a plan for public relations?

It doesn't have to be complicated, but you need to have an organized methodology for talking to and working with the media.  It should have some clearly defined goals and objectives, not just "As much ink as we can, as often as we can." (That's not a plan, that's wishful thinking).

The Plan should be integrated into the overall marketing/marketing communications plan. (You *do* have a marketing plan, right?)  And it should be understood and approved by the executives of the company, since they, more than likely, will be the ones standing before reporters being interviewed and issuing quotes.