Become a fan
Read reporter's columns. Listen to the on-air hosts' commentary. Get to know their style, preferences, topic trends, and even their consistent word or phrase choices. Many times you will see "phraseology" appear in a print reporter's style. When writing or sending an e-mail try to write in the same style as the reporter. i.e. if they use the phrase "Beyond a Doubt"  through-out their stories, incorporate beyond a doubt in your pitch. Although this strategy is not mandatory, it will help to get and keep his attention.

Almost every newspaper, magazine and even some online outlets publish an "Editorial Calendar". This is their topic placement schedule. It includes the type of articles they will run and when. Such as:  June is "Pool Safety Month", February is "Tax Preparation Month". Having a copy of this calendar – which they will be glad to send you, allows you to pitch specific story ideas when they media has publicized they will be most interested.

Working with the media can be challenging, even frustrating at times. But it's worth the effort because the benefits can be extraordinary. Don't overcomplicate the process. In reality you sell the press just like you would any prospect. Reach out to them, educate them, listen to them, ask them, be patient with them. And when you do get the publicity you desire make certain you do it again.

Michael Hart is a speaker, author, talk radio host and shameless publicity hound. His marketing, publicity and advertising strategies have been featured in: Selling Magazine, Sales and Marketing Executive Report, Creative Selling, The American Salesman, Forbes, Entrepreneur, Closing, and Presentations Magazines, - as well as hundreds of business journals, newspapers, trade magazines and private business publications. Michael is also regularly interviewed for radio, television and podcasts around the globe. He can be reached at Michael@MichaelHartSpeaks.com or through www.MichaelHartSpeaks.com