Once in a while (or, ideally, more often than that), your efforts at marketing, promotion and search engine optimization will put you on a reporter's radar screen. A reporter will contact you (usually by phone or e-mail) and request more information for a story.

There are several tools that can better position you as a source for reporters looking to do stories.

It's easy to make mistakes when responding to reporters' queries. Here's how to make the best possible impression:

1. Always follow the media contact's requests. If you're told to put "Credit Crunch" in the subject line of your e-mail, do it. The reporter probably gets hundreds of e-mails a day and has created an e-mail filter that sends all of those queries to a specific e-mail folder. If you don't follow directions, your reply might get lost.

2. Don't pitch unless you truly are a good candidate for the story. If you make fat-free dog biscuits, and that's what the reporter is looking for, by all means reply. But if you make great-tasting dog biscuits and want to prove yours are as great as the fat-free ones, don't bother. You'll just annoy the reporter and make it unlikely he or she will consider you for a future piece that could be a perfect fit for your business.

3. Include all of your contact information in your e-mail pitch. That includes your full name, business name, title, and day, night and weekend telephone numbers, location (for time zone purposes and in case a reporter is looking for a specific geographic area) and e-mail address. Including your website URL is good--it shows credibility and can provide additional info a reporter might use.

4. Don't send attachments unless a reporter specifically requests them. E-mail filters sometimes automatically delete e-mails with attachments. If a reporter requests a photo, send a link to a .jpg on your website.

5. Put the title of the query in the subject line if the reporter doesn't request a specific subject line. Something like "Source and Information for Credit Crunch--Jane Doe" should work.

6. Give the reporter some information. If a reporter is looking for ways employers are helping employees with high gas prices, don't just say you have the answers and can be contacted any time. Offer a couple of your ideas--enough to whet the reporter's appetite and establish your candidacy as a source for the story.

7. Always respond immediately to a reporter's query, even if the deadline isn't immediate. The reporter probably contacted numerous other sources, as well, and if she gets enough responses before she gets yours, she may stop looking.

8. Send the appropriate information if a reporter is interested in your consumer product. Include price, colors and styles available, along with a description of the product and how it can be ordered (names of retailers and websites). Include the website URL, where a reporter can find more information on the product--and remember to send a link to a photo of a product, not a .jpg itself.

To score the best coverage, make sure you respond appropriately to reporters. Your business will thank you.