1. Using a delivery service or a newswire. Four services that are very reputable are the following: PR Newswire, Business Wire, E-Releases, and PressReleaseNetwork.com. They have up-to-date lists of media and they get your stuff out when they say they’re going to get it out. Delivery services and newswires, however, are going to cost several hundred dollars per press release.
2. Buying a database of media email addresses. Now this is very tempting to many people because it seems like you make one purchase and can then use it any number of times. The trouble is, whatever form you buy a database, it’s almost always at least somewhat out of date.
3. Creating your own media list. It can be email addresses which you can compile by visiting the websites of various media outlets. This method of finding media email addresses is very tedious, but it’s very successful and it’s totally free.
4. Going to the library and looking at Bacon’s Magazine and Newspaper Directory. It’s extremely expensive if you wanted to buy it. It comes in two volumes, but many libraries have it.

Find out more at Secrets for Getting Through to the Media Online.