The key message in contacting journalists, whether TV, radio, print or online, is make to a personal connection and gather your intelligence. Do some background research to find the right journalist to contact for your story. Find out who at the media outlet writes stories about what you are doing. Chances are that if you send your press release to the general email address that all media outlets your efforts won't go far. But if you make personal contact you stand a greater chance. You can do this by:

  • Reading publications or watching/listening to programmes for stories with similar themes to yours - make a note of the section and the editor, and try to place a similar story in the same section yourself.
  • Simply calling up the switchboard and asking for the details of the right person. Key areas of focus are community coverage, probono and charity coverage, motoring coverage or travel.
  • Making sure you watch or listen to the relevant programme you are targeting, or that you read the relevant publication. Make sure that their target audience matches yours.
  • Making it easy for journalists: Find a time convenient to the journalist. Offer to meet up with them and take them to the location relevant to your story or buying them lunch or coffee to get you a few minutes to pitch your story to them.
  • Trying to get to know the journalist - this can be done even in one or two short meetings. The closer the personal connection you make, the more successful you are likely to be.
  • Working to the journalist's deadlines. Get them the information when they need it and in the format they want to receive it - email, fax, etc
  • Making sure you have their direct phone line if they have one and their e-mail address. Be ready to email them immediately with your press release or another clear, snappy document.
  • Keeping a written record of your conversation. Make sure you write down what the journalist says and what to follow-up on. Doing this will make you look professional and organised, and will make sure you don't forget or miss anything.