Dealing With the Press

Be sensitive to the time constraints affecting the media.
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Broadcasters and newspaper reporters work on very tight schedules. Contact them two or three weeks before the event you want publicized to allow time for a second contact before the event itself. With the trade press, you need to think months ahead. Get a copy of their editorial calendar, which is normally prepared at least a year in advance, before contacting them. Try to tie your release or article in with the issue that relates best to your subject.

Excerpted from Knock-Out Marketing: Powerful Strategies to Punch Up Your Sales

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