Eric Alterman
Author of 'Sound and Fury,' senior fellow at World Policy Institute, Washington correspondent for 'Mother Jones'

Alterman offers advice as a writer and as someone who has written extensively about the media.

• "Don't sound like a nut. The media thinks anyone with a cause is crazy. Be as unemotional as possible."

• "It's got to sound like news. The first question is, 'What's new?'"

• "Look for a larger hook. Tie your news into something national."

• "Never assume a reporter is telling the truth when he says he won't tell anyone." Reporters using your off-the-record information may name you in a quote directly above, Alterman explained, virtually giving away your identity. In addition, reporters m ay not report what you say, but may use it along with your identity in conversations with other sources.

Doug Bloomfield
Columnist and political analyst

Bloomfield emphasizes the importance of knowing reporters personally, working to develop a relationship over time.

• "The information highway is a two-way thoroughfare. A good reporter can also be a good source. If you have a good relationship, they can serve as an early-warning system for you."

• "Be sensitive to the personal interests and idiosyncracies of journalists most important to you."

• "Different reporters put different degrees of credibility on different sources. Know how to take advantage of the special relationships that may exist between some of your staff or board and key journalists."