Establish which journalists are likely to be interested in your story; for example, is there a health or education correspondent, does someone cover a key town or area within the patch that your story relates to?
Find out when their news meetings take place each day. Don’t contact a radio or TV programme when it is being broadcast and avoid calling in the run-up to a news bulletin as staff can be busy preparing to go on air. Acknowledge deadlines and send your story in plenty of time.
Your story won’t always be used but if you have established a good relationship, the next time a journalist is looking for expert comment they are more likely to think of you.