Target The Right Media.
If you don't have time to thumb through Bacon's Media Directory --the industry bible that lists every news organization as well as editors and their beats --Bacon's will sell you a tailor-made list (800/ 621-0561). They'll even send out press releases for an additional fee.
Distribute Your News Broadly.
PR wire services such as Business Wire (800/221-2462) and PR Newswire (800/321-8169) can send your press release places you can't reach on your own.
For a fee, your release is filed electronically to the major news services such as Dow Jones, Reuters, and the Associated Press, as well as put in the business news areas of CompuServe, America Online, and Lexis-Nexis.
Write The Article Yourself.
Trade magazines regularly accept bylined pieces. If you have a provocative angle, you can write an op-ed piece for your local paper. Or hire a service. North American Precis Syndicate (212 867-9000) will issue a camera-ready version of your press-release-cum-news-article to 10,000 newspapers, 1,000 TV stations, and 6,500 radio stations.
Get To Know Reporters.
Reporters are not necessarily out to get you. But expect tough questions and be ready to talk about your client's numbers. And remember, you'll never control the story.