Difficulty: Moderately Challenging
Step1
Check the phone book. Refer to your local telephone yellow pages for a listing of all TV and radio stations, as well as all newspapers, magazines and trade publications. If you want to reach a wider audience, you may also want to refer to regional and statewide phone books for more outlets.
Step2
Now gather contact information. Using the numbers compiled from the phone books, contact each location to get full addresses and contact names for the editor, reporter or other official that handles story assignments. Convert the information into an organized media contact list.
Step3
In order to make sure you keep up with the latest trends in media coverage of your organization and it’s field of expertise, spend some time reading the work of key beat writers and trade publication columnists. Respond to their columns, particularly when you agree with them. A little flattery never hurt anyone.
Step4
Know your deadlines. Knowing the various and sometimes staggered press deadlines of numerous media outlets can be a bit tedious, but it’s a necessary skill if you plan to consistently garner a place in the local headlines and on the 6 o’clock news. Remember that deadlines change nearly as often as the weather, so make sure to consistently update your deadline information.
Step5
Develop personal relationships. Over time, a beat reporter or regular columnist may come to cover dozens of your organization’s news stories and events. Take some time to get to know the individuals providing your coverage. Provide them with a consistent and intelligent source of story information for their beat. This can pay off in both more coverage for you and better stories for them.
Familiarize Yourself with the Local Media
Novice 
