The text notes that although each agency should have specific policies and procedures regarding media relations, it should also understand the basic guidelines for dealing effectively with the media. The discussion emphasizes the importance of sustaining a professional relationship with reporters, based on telling the truth; avoiding promises that cannot be kept; being clear, reliable, concise, and pleasant; calling back if promised; and telling the reporter why certain information may not be revealed. Instructions are given regarding agency policies on public and media relations, the functions of the public information officers, media needs, technicalities regarding public information, typical media contacts, the processing of media requests, and the handling of unusual and emergency situations.