When you reach a reporter on the phone, turn on your energy. Smile. You’re selling something, remember? Act like it. Don’t be a downer.
Also, take the gum out of your mouth, don’t make a PR call from a mobile phone, get to the point, etc. Reporters’ ears are highly attuned to tone and effort. When you’re phoning it in, we tune it out.
Rafe
Pro PR Tips 