How should you choose editors to whom you should send your press release? If you are focusing on a certain industry, then it does make sense to try to get to know those media people. And if you're comfortable making those kinds of calls and finding out how they want to be approached, then go ahead and do that. The one thing that you want to preface your phone call with every time is, "Is this a good time to talk?" because they are usually, or often, on deadline, and they will appreciate your thoughtfulness. Then if they are on deadline, they'll tell you when to call back. If you forget to do that and they're very brusque with you, don't take it personally because they need to get off the phone and meet that deadline.

A good resource also is my favorite directory, Bacon's Publicity Checker.actually, that's not what it's called anymore. It used to be called Bacon's Publicity Checker; now it's called Bacon's Newspaper Magazine Directory, and then they have another volume for TV, radio and cable. What I like about that is that they list the preferences that the media person has expressed for how they want to be contacted-do they want to be contacted by phone, fax, email or snail mail? People always ask me, "How do you actually send off this press release?" and the answer is, "It depends." If you have a chance the find out, either by calling them up or by consulting a guide such as Bacon's, how they want to be approached, then always go with their preference. That's the best answer I can give. For more tips on how to write fantastic press releases, read "The Do-It-Yourself Press Release Makeover."