1. Subscribe to your target publication and read it. You might be up to something that relates to a series they are doing. You need to be able to speak knowledgeably about the publication, their style and their readership.
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2. Consider the timing of your news. The media have more room, for instance, in weekend editions.
3. Try to avoid sending press releases on Mondays or Fridays.
4. Include outstanding images: manner in your press release or story pitch, but keep them low-resolution. Mention you can send them high-resolution images immediately, upon request. Make sure you have the right to use the photo. Written permission from the photographer is best.
5. Court the media. Flatter them, take them out for lunch, give them free tickets to your events, invite them to your shows and tell them you love their work!
6. Proof your release! Professionalism will increase your chances of coverage tenfold.
7. Think about holidays. If you can angle your work to relate, in timing or theme, to a holiday, go for it. Also, there is less news during holiday seasons, making it easier to get the attention of the media.
8. Follow up. They expect you to! Don’t be discouraged if you don’t hear back right away.
9. Collect all your press clippings. Scan your articles and post them to your website. Remember that the goal is not just to get an article that people might read the day it comes out, but to aggregate clippings on your website to show collectors that you are a star on the rise. The clippings are part of your arsenal and will help you garner even more attention.
Critical Point # 1: Be sure to secure permission to post the article on your website! Some publications will want to charge you for reprints, others will send you a perfect looking PDF for you to use. You won’t know unless you ask.
Critical Point # 2: Be sure to clearly state at the end of any book or article, you write a reference to where the included material is sourced from.
10. Don’t get frustrated. There is more news than there are outlets, especially these days. Persevere.
