PRINT MEDIA
  -  Here, you're most likely dealing with an Editor/ Publisher.

  -  These folks usually face limited space for print. It's realistic to figure that hard news stories get top billing.      Don't bury the lead. Send several times, include contact information at top of page.

  -  Present your story in a way that if they decide to cover it beyond the press release, they'll feel it can be      conveyed within a reasonably-sized story (About 500 words).

  -  Simply put, you don't want to overwrite in the initial release. In most cases, the editor will go into the story and      pick and choose what they want to print anyway. It's best to give them a well organized, clean, creative article      that reveals a lot of substance. A few personal quotes also go a long way toward your chances of getting      published. They give the story a more personal/ credible feel and mirror the other articles in the publication.      Just remember, you don't want an Epic, yet you don't want a blurb. By giving them a little less and keeping it      interesting, you're increasing the chances they'll cover your business beyond the release. Use AP style:      Manuals are available at area book stores. The less style/grammatical changes an editor must make, the      more likely they'll plug the story in on the fly (At Deadline).

  -  Put all important info in the lead paragraph: Who, what, where and when.

Convenience Counts: When sending a press release, don't fax it or drop it off. Very few editors will take the time to retype a hardcopy document unless it's absolutely vital for the story. For instance: legal papers, police reports, etc.

  -  ALWAYS send announcement via email. Attach the document and Paste the release into the email's textbox.      The goal is to make it as simple as possible for the editor to access as well as copy and paste into the page      layout.

  -  Send the press release on a Monday - This day usually marks the start of a fresh news cycle for many      publications.

  -  Send in afternoon. At this point, editors most likely have cleaned out or filed all of the emails sent over the      weekend. By sending it midday, you increase your chances of having your release at the top of their Inbox, not      getting lost in the shuffle.

  -  Title: Don't boast in the email title. It can come off as forced or sound like an advertisement.

          Example:
          Joe's Grocery opens amazing new produce section in July

          Alternative:
          Folks rekindle sweet summer memories at hometown grocer

  -  Keep it simple and catchy. Never use the words "Press Release" or "Story Idea" in the subject title. Editors      tend to receive dozens of these a day - many unusable. In some cases, the editor will add the titles "Press      Release" and "Story Idea" to their junk mail parameters. This allows them to delete all unwanted proposals      with a click of a button, rather than weeding through so-called important emails.

  -  If possible, send to the editor of the section that's most appropriate for your story. For instance, If you own an      art gallery, send it to the editor of the art & culture/features section.

  -  Include all contact info: Name, Phone, Email, Web address, Fax, etc.

Send follow up emails to make sure they received the release.

BROADCAST MEDIA
  -  Here, you're usually dealing with a General Managers or anchor(s).

  -  Keep in mind these folks are focused on staying ahead of the competition by reporting the latest hard news.      The basic business story generally does not apply. Still, there are methods to get on the air.

  -  As before, form a newsworthy story focused around your business.

  -  Touch base with an email, preferably to a lead anchor or field reporter. Present your story idea just as you      would to a publication: Brief, catchy and full of substance.

  -  Within the email, highlight why this particular news story might interest viewers. Invite the reporter/anchor to      attend an event/open-house/etc. Offering free services works! If you own a gym, you might contact the station      and see if any reporters might be interested in starting a workout regiment and reporting their progress on the      air once a week.

  -  Establish a Pro Bono campaign. Restaurants might give out meals to the homeless during the winter; A      medical practice might set aside a day to offer free checkups for seniors, etc.

  -  Set up a fundraiser.

  -  After the email proposal is sent, contact the recipient via phone. Be persistent, but not a pest. The important      thing is to open the lines of communication and build a rapport with the anchor/reporter.

INTERNET
  -   Here, you're most likely dealing with site managers, Web writers, bloggers.

  -  The important thing about getting coverage on the Web is to pick your sites wisely. Remember, the site      hosting your story in many aspects represents your business. If the site looks poorly or contains questionable      content, then people most likely will link that to your professionalism.

  -  Once you pick an online platform to promote your business, it's time to start building relations with those      running the site.

  -  In some cases, you might be able to work out a deal: For example, the business owner writes a monthly      column for an online magazine in turn for the publicity. If I owned a children's clothing store, I might write a      column about the ins-and-outs of raising kids. I'd approach a parenting site and offer to give them advice from      an expert in the field.

  -  Web sites, online magazines, etc always need content. In some cases, getting your businesses story on the      Internet is as simple as writing one up. Before doing so, however, research the style and format of stories      already posted on the target Web site.

GENERAL INFO
Whether you're pursuing a story in print, on broadcast, radio or Web, it never hurts to personally introduce yourself to those reporting the news. If anything, let them know that you're an available resource if they ever cover a topic focused on your industry. Most reporters will continue to use the same contacts for stories once a solid relationship develops.