Are you getting way too much media attention and looking for tried and true methods of scaring journalists away? This week, we focus on some actions that tell the reporter loud and clear: “I don’t get it.”

These include failing to call back – or calling back late, assuming the reporter can stretch the deadline because you’re special. Other no-nos include asking for questions before the interview and insisting on seeing a copy of the story before it runs.

Seriously, though, there’s an inherent tension between journalists and interviewees (or PR pros), with each often skeptical of the other. Click the ‘Play’ button to hear six ideas of how you can move past that tension and work to build relationships with reporters.