Media
Understand the focus, strengths, weaknesses and needs of different media. Then use that knowledge to communicate - through pitching, writing, monitoring and other means.
Understand the relationships among public relations professionals, journalists and media organizations. This is simpler in small markets like Little Rock, but that means it's also easier to screw up.
Build relationships with media partners that is based on mutual respect and trust. Call them when you have no story, offer to help source a story - even when you have nothing to gain. Make the relationship mutually beneficial.
Analyze current events and trends for opportunities and threats. Use it to your advantage, don't let it work against you.
Identifiy the channels that will help you achieve your objective. Don't simply approach media with a one-track mind.