Flexible, Researched Target List
Remember that things change. The longer you work with the news media, the more turnover you will see. Someone who covered the arts last year may now be working on the auto section. So you must constantly update your news media list to reflect who´s now on your beat.
Materials should be addressed to the person, whenever possible, rather than to a "desk." Before you do a mailing or fax a story idea, take the time to confirm the recipient. This is not just a courtesy. Relying on a small group of old contacts can blind you to many Opportunities to tell your story in new ways. Invest in a good news media directory that offers the most up-to-date media listings for your community.

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