All you ever wanted to know about how to handle PR people and journalists. Not!
Examples:
27. Press invitations should always be delivered with as much fanfare as possible. If you can figure out a way to send three or four teasers in advance — the more cryptic the better — do. Journalists love puzzles.
57. Always make sure to send an individual copy of every press release all staff writers and editors on a title. Otherwise they might get jealous.
Via CorporatePR.