1. Don't be a prima donna: Nobody likes a prima donna. Think about about what you're asking for before you ask. Is it really necessary or did someone tell you that this is what you're supposed to ask for as an author? Difficult, high-maintenance authors develop a reputation with publicists, booksellers, producers, media escorts and other authors.
2. Don't call your publicist several times a day with new questions. Don't send your publicist more than one email a day. Instead, gather up as many of your questions as possible into one email, and then wait for an answer before sending off another.
3. Don't forget to say thank you: It's not necessary to buy your publicist or editor or marketing person a gift. But it's absolutely proper to send a thank-you note or email after your campaign is over. And you'd be surprised at how often authors don't do this. Say thank you. It'll go a very long way toward earning you respect as a professional.
There's also an explanation of the publicity timeline, etc. but I have decided that the above really are the most important. Don't be a pain in my ass and buy me stuff (technically not necessary but I will like you better). We'll get along just fine.