Build up your 'media resource bank'
Be prepared enough so that you can answer media enquiries efficiently

Ensure you have 1-2 spokespeople in place who are well trained and know the client or subject you are promoting thoroughly.

• Build up a file of ideas and case studies that you can sell into the media.  A collection of ideas will help you.
• Develop a database of facts and figures, for your product, your company and the industry you specialise in - journalists love people who can do their research for them and statistics (the more shocking the better), really make them sit up and notice.
• Ensure the images you have are clear and professional.  Magazines can often use your photography but they won't if it's not top notch, which could mean you miss out on opportunities.  Where people won't see your product in the flesh, an image has to sell it as much as possible – so think about capturing what people would need to see, the qualities.  If it's a pair of jeans, for instance – you'll need images that show the material, any details from the front and back and how they fit on a real person.

Don't expect journalists to do you favours – why should they?
Remember that a journalist's job is to produce a good story. If you haven't worked in the media, try to get some shadowing experience or ask people who have experience to give you a proper insight. Identify what a journalist wants and give it to them. For example:

• Provide quotes in your press releases, this gives it relevance and adds depth.
• Include images in your release to visually show case what you are promoting.
• Always make it relevant to the journalist – don't send a release about your new collection to the wrong person, always find out the correct name, and better still – research their columns and features to understand their style.

Catch the journalist's attention
The headline and first paragraph of your release are the most vital parts.  Include the most important information first and keep it focused on the end user, why they would love your product so much.  If you don't catch the journalist's eye, your story will be lining their bin as opposed to the newspapers!

Good luck!