• Be aware of lead times. Most media outlets require that you get stories to them a certain amount of time in advance of reporting. Call when you are beginning your planning to determine the lead time for the outlets you plan to work with.
• Only send (fax or email) your announcement to appropriate news media. Don’t spray your release to everyone under sun. Determine the size (local, regional, state, etc) and nature of your audience (single parents, retirees, etc.), then send out releases accordingly.
• Follow-up on every release you send. Don't send out your news release and forget about it. Call within a day to make sure the announcement was received.
• Be available when a reporter calls, and be sure that you release includes the optimal way to reach you.
• Tell the news media why your release is important to their readers and viewers. They may not see the connection right away.
• If a photo opportunity is involved, tell the media dates and times that the event will occur. Be prepared to give accurate directions to the facility. When the photographer arrives, make sure that he or she has a great line of sight to the action.
• Be proactive in your dealings with the news media. Identify three news operations you plan to work with.. Introduce yourself and your organization. Find out if there is a specific contact person/person.
• Don't call an editor or reporter when they are on a deadline. When calling, ask the reporter if they have time to talk. If they are busy ask for a good time to call back.