Be honest and direct. Reporters make it hard on those who are evasive. Most appreciate those who help them prepare a good story.
Do not give an uncertain answer or one that would betray a confidence.
Do not try to sell a reporter on personal points of view. Help the reporter get his story. In return, many reporters will help get the story across.
Remember the reporter's deadline.
Some reporters call sounding like they don't know what they want or need, which is probably the case. Try to learn what the reporter's assignment is and explain the insurance angles that might fit.
Treat each reporter as an individual. Bad experiences with other journalists do not count. Press relations are "win some, lose some" propositions.
Uncertain of what to do with a reporter? Call FAIA, or suggest that the reporter do so.
