When you look at the masthead of a publication, don’t just pull a name from the top of the list and send your press release to the most important looking person. If you do this, you run the risk of either having your document thrown away immediately, or being sent to the lowest assistant on the staff for further review. That person likely won’t have the experience you want to be handling your information.

Find out which person handles those items first. Be specific. Don’t just address your letter to “Editor.” There are probably several different editors at the publication, so this isn’t enough of a distinction.

For example, a publication might have a features editor, health editor, entertainment editor, and associate editor who fields unsolicited submissions. Call the editorial department and ask the person who answers the phone “Which editor handles (x topic)?”

Make sure they know you’re not out to speak to that editor, as they’ve been well trained to screen your call. Instead, let them know you only need it for submission purposes.

Have them spell out the name, no matter how simple it may sound. “Susie” can also be spelled “Suzi,” while “Mellisa” can be spelled “Melissa.” There are too many variations nowadays for you to take a chance that your preference is the right one. Spelling clarifies this, and keeps you from the fearful trash fate.

Make sure the publication’s name and address is correct as well. These are always changing hands, so make sure the office you’re sending your submission to is the one that handles your intended target publication. Some companies own more than one major publication, so make sure you specify which publication you want to reach before you send it.

Find out how they prefer to hear from you. Some publications require a printed copy of your work for consideration. Others, a quick email to the appropriate staff. And still others want it on a disk sent to their office for review. Make your document readily available in all formats, and send it in accordingly.

You wouldn’t believe the quality of content editors receive in the pile of press releases sitting in their in-box every day. It’s baffling to think that someone actually submits a press release without taking the time to run a quick spell-check on it before presenting it for publication.

Many spell checkers miss certain errors, though, so it’s ultimately up to you to ensure the proper spelling, word selection, and verbiage are used throughout the piece. For instance, you might have typed:

“The reign poured of the roof and into the flowerbed below.”

When you really meant to say:

“The rain poured off the roof and into the flowerbed below.”

Some other common mistakes are “there” versus “their,” and “for” versus “four.” Always check your spelling and word choice before sending in your document.

In television, there isn’t a readily available masthead for you to submit your piece, as there is in a newspaper or magazine. What you do, don’t send in your press release to the broadcast journalist who actually sits behind the desk and reads the news.

He or she will not open your letter on the air and read your information to the public. They have a system you must go through, and if you make the cut, you can watch in amazement as he or she tells the public all about your news.

In this case, you’ll have to phone the station to find out what the proper channels of submission are. You may be able to find out through their website, but a phone call will be more effective.

The Internet outlets will more than likely have an email contact for you to send your news. It may be a specific contact, or a general web master, depending on the site, but a quick search on the site should put you in the right direction.

Some websites, such as www.Internetnews.com, provide up to the minute information with an easy way of finding who to submit your news to. The page is set up so that you can tailor your news around the subjects you’re interested in.

Want to know what’s going on in the Business World? They have a link to it. International News? Click the link to find out more. And best of all, they have a staff page, brimming with links and titles of the most current members of their team, who are just waiting to hear from you.

Now, the links to each staff member’s email don’t specify who handles press releases, but it makes it very easy to contact an assistant and request the information. And if you don’t hear back in a timely manner, then try contacting another person – just don’t email them all at one time with a copy of your press release.

Remember, they probably work in the same vicinity, and if they compare notes, you might end up blacklisted from further consideration. This doesn’t happen often, but if you become a pest, or are over-zealous about your work to the point that you’re interfering with their work, you might find yourself the outcast of media contacts.

When you send in your press release to the proper personnel, always include a cover letter. Make your proposal brief and clear. Be sure to let the editor or other staff member know when the information is supposed to be used – normally, you should print “FOR IMMEDIATE RELEASE” somewhere on the document itself so that they know it’s ready for print.

In your cover letter, quickly sketch out your reason for sending the document to the editor. Tell him why it’s new information, timely, and pertinent to his audience. If you have any statistics, keep them simple, but utilize them to your advantage.

When you write your press release, conclude it by typing “-30-” at the bottom of the document. This standard news protocol will show the editor that you are familiar with their procedures, and offer a bit of credibility to your submission.

The best thing to do when submitting your document for possible publication is to pick up the phone and make a quick call for verification. Yes, it might be a long-distance charge. But isn’t it worth it if it garners your clients a space in the next day’s edition?

Most people in the decision-making position have been exactly where you’re at now. They’ve had to do the legwork in order to find the right contacts, the right audience, and the right medium for their work. And having gone through those trials and tribulations, they aren’t willing to let you get off easy by ignoring the proper Journalistic etiquette.

Show them that you care about the subject matter you’re proposing by doing your homework and submitting it, not only to the right personnel, but in the right format as well. Your effort will not go un-rewarded, especially if you bear in mind all of the other submissions that will be emptied out with the trash at the end of the day for not following proper guidelines.

Once you establish yourself as a credible writer with your local media contacts, they’ll be readily available to you and will probably approach you for future information about any upcoming events having to do with your client.

Make sure they have your business card, and keep them updated frequently on upcoming news you think they might want to cover. If you happen to form an alliance with one media contact in particular, offer exclusive coverage to that publication. This will be looked upon as very favorable in their eyes, as you’ve allowed them access to information no other competitor will have.

In the end, be persistent yet polite while dealing with your media contacts. Don’t be put off if someone answers the phone in a grumpy mood. The news business is a very hectic profession, filled with deadlines and trying to outdo one another.

Be understanding and patient when dealing with your contacts, and offer them a friendly shoulder to deal with every chance you get. That way, when they answer the phone and find out it’s you, they’ll breath a sigh of relief and take the time to address your questions and concerns.

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