Know-How Exchange : Advertising/PR

I recommend (if possible) writing not necessarily to the editor, but to writers who have covered similar issues in the past, and reference those articles in your "pitch". That will help show you're not doing a "spray and pray" of your releases, know their publication, and respect their time.

A single phone call/email is unlikely to do anything but annoy them, unless you have something specific to share. Likewise a follow-up phone/email.

Instead, have you considered following the editors on LinkedIn and/or Facebook to understand what they're looking for, and then propose your press release (as appropriate) to fill their need for an upcoming article/follow-up?

I also suggest reading or watching past stories by the writers/reporters you would like to contact to educate yourself about their styles and so that you can prove to them that you have a valid reason for contacting them.

Establishing relationships happens over time, and unfortunately, you don't seem to have that. You can build one quickly by being newsworthy, credible and dependable.

That said, when you have a basis for conversation based on your research, email reporters with a newsworthy and brief subject line (say exactly what you're sending), mention how his/her past work led you to suggest your story, then follow with no more than one or two sentences as a pitch. Be sure that you provide all of your contact information so that he may reach you at any time via any means.

Also have a media page or online press room that's up-to-date so that any reporter or editor can find all they need to know about your company and story angles, at their convenience.

Remember another thing -- national media often find their stories by consuming media in a variety of markets. If you haven't already, pitch locally and move your way up. A local outlet may share your story, if appropriate, to its national affiliate, which can set off a national buzz. If your story is online, be sure to share links via social media and on your website with reporters and editors with whom you already have relationships and if it holds weight, word about the story will spread.

More important than the call/email decision is that I would make sure the press release is individualized to each publication's needs and market. You need to show that the content of the press release truly would be something of interest to their readers.

As a side job, I am editor and publisher of a regional sports magazine. I am amazed at the press releases that are obviously scatter shot out. I have had to learn use the delete key without hesitation, even if it means that some possibly interesting content for my readers is zapped.

A lot of outstanding advice given above. I have never advised following up with reporters/editors to see if they received your press release(s). It is a sure way of earning the "pest" label. IF your release has bona fide news of interest to the media's reader/viewership, it will get attention and consideration and you will build the credentials needed as a reliable source.