When you’ve worked with journalists as long as I have, you pick up certain trade “secrets” that make life easier: Don’t call a journalist during deadline unless she’s waiting to hear from you. If you can help a reporter out, even when you don’t have anything to do with the story, you’ve made a valuable friend. When you’re pitching TV, have your visual ready.

Come to think of it, these aren’t real secrets; it’s all common sense, really. But, too often, people approach reporters as if the profession is shrouded in mystery. One false move and the whole place will start to crumble like the final scene in "Raiders of the Lost Ark."

Truth is, a reporter’s job is about as cut-and-dried as it gets: Find out the news and tell people about it. And herein lies their Dirty Little Secret: They need you and your news.

These are the facts, ma’am: Journalists don’t make the news. They report the news. And they can never, ever run out of stories, or they’re out of a job.

Seen in this light, your story idea isn’t groveling, it’s giving! You’re a regular philanthropist!

But here’s the kicker: What you have to offer a reporter better be real news — a new trend or idea, or even a fresh angle on an old yarn — or you’ll just be wasting her time. And it’s no secret that’s no way to make a friend.