1. Identify media outlets that need the information you are sending. If you are not familiar with the publication or broadcast outlet, call and ask if they would be interested in what you are writing about. It’s better to send your news releases to fewer quality contacts who are really interested than to paper the landscape with news releases that end up in the wastebasket.

2. Find out the name of the person to whom you should send the news release. This saves time later if you must follow up with a phone call.

3. Create a database of your media contacts who will receive your releases, and update it as your list grows and changes. This makes it easy to print mailing labels and do mail merges if you are sending a cover letter to accompany your release. And you’ll have a current list of media contacts for future use.

For more tips on what to do before you write your news release see Special Report #12 “52 Tips for Kick-Butt Press Releases (and Bonehead Mistakes to Avoid)”