Before you make your pitch, figure out the news hook. Why would readers/listeners/viewers want to know about the organization’s __________? How is it local and topical? Build a detailed media contact list and keep it updated. Always call reporters back – even if you don’t want to. Respect their deadlines. Add media contacts to your mailing list for events and newsletters in addition to news releases. Send out news releases announcing your events as far in advance as possible.