Managing client expectations is an integral part of the job for most PR professionals. The harsh reality is that most stories don’t end up on National TV news. (Remember it’s often bad news that makes national headlines, so be careful what you wish for).

Anyway, I’ve just read an article by Gordon Platt, a former US ABC News producer, who’s penned his ten commandments for media relations. And I thought a couple were particularly worth sharing:

Thou shall tell a story. Reporters don’t write announcements; they write stories.

Thou shall make news. Is your announcement really news? And is it new or does it simply rehash old information? Imagine yourself taking a look at the day’s headlines as an average news consumer. Would this story interest you? Remember it’s a reporter’s job to sell stories—first to his or her editor and then to you, the public. If you wouldn’t read it, it’s not a story.

Thou shall recognise the forest and the trees. It’s all about context. If it’s your company each and every announcement may be of crucial importance and interest to you, and that’s the way it should be. However, it may not be of monumental importance to the world or even your industry. What’s news to a trade publication may not be news to The Wall Street Journal. Take a deep breath; be as objective as you possibly can, and gauge your outreach—and your expectations—accordingly.

Thou shall know what’s happening in the world. In the media, as in life, timing is everything. What might make the papers on a slow August day will not make the cut on an August day when the stock market is crashing. If there's major national or international news and your story can wait, hold it. If not, well, that’s sometimes the breaks.