Dealing with the Trade Press The cardinal rule in media relations is to communicate in terms of the public good. In the field of business-to-business publicity, this simply means speaking in terms of "good" to the editor's audience. Try to be as helpful as possible. Remember, the editor is attempting to gather and organize information. The easier you make this task, the more you'll gain the editor's attention
•	Be honest and forthright. Don't ever exaggerate, and don't make unsupported claims or judgments of superiority. Stick to the facts that can be documented.
•	Don't blindly use technical language or in-field jargon. Unless you are absolutely sure this language is part of the editor's and the magazine's day-to-day vocabulary, stay away from acronyms and buzzwords.
•	Don't try to hide or disguise technical details. If something is proprietary or you are unable to discuss it because of some legal or contractual restriction, tell the editor.
•	If you don't know the answer to a question, admit it. But follow with a promise to get the answer...and do so.
•	Remember that nothing is "off the record." If there is something you don't want reported, don't bring it up.
•	Don't try to manipulate an editor into publishing something. Your primary purpose in dealing with the media is to provide information that supports your presence in the marketplace.
•	Finally, never...NEVER...hint that paid advertising in the editor's publication could depend on the editorial coverage you receive. It's a guaranteed way to alienate a potentially vital ally.