When distributing your news releases, don’t send them to the news desk unaddressed. Know which editor handles the type of news in your release, and address the news release to that person. Don’t send the news release to more than one editor in any organization unless there is more than one angle to the information in the news release.
Call ahead, if possible, to discuss and solicit the editor’s interest in your news release before sending it. Also, follow-up with a phone call a few days later to make sure that it was received and to answer any questions.
Be sure to review editorial calendars of related publications to see if there are upcoming articles where your story could make a contribution.