You thought of it, you researched it, you wrote it. So you own your story. At least you do until you send it to the media.

At that point, they are free to do whatever they want with the information you gave them.

Your job from then on: control and communicate it to the maximum. Offer new information if you find it. Steer them to resources that may help them flesh out the story. Assure them that you will be available for follow-ups, day or night.

But they own the media outlet. Their job: creating the story as it will appear in their newspaper, magazine or over the airwaves.

Unless you are authoring an article to appear under your own byline, don't expect - or request - approval rights, an advance peek, or any changes. They may never call again if you do.

Occasionally, a reporter will offer to show you the story before it runs. That's different. It's usually because they want to check facts, or ensure that they have quoted you correctly.

Always say yes if they initiate this offer. Even if you have 12 meetings tomorrow morning, and are undergoing surgery after lunch. This is a chance to make yourself sound as knowledgeable and intelligent as possible to the thousands of potential clients that will read the article.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.