Develop your pitch carefully.
Identify the conflict, the controversy, the human interest. Make it clear why readers would care about your topic. Show how your new product can help people improve their health, make better investments or save time. Don’t just list your new product’s features and benefits.
Explain how your pitch or story fits within its industry. “Here is the big picture, the trends, the competitors.” You’ll save the reporter a great deal of time and work, and position yourself as a good information source.
Provide good visuals.
In many cases, video and other visuals can be the major driver for print and online coverage. Provide or link to good visuals.
Make friends before you need them.
Initiate relationships with the reporters even before you have a story to pitch. Comment on their articles and blog posts. Reply to their tweets. Retweet them. Follow them on Facebook and LinkedIn, and comment on their posts.
Toot your own horn (without blowing it)
Make yourself visible on services like LinkedIn, which reporters sometimes use to find experts on particular topics. Make sure your profile is complete and up to date. Regularly post articles on pertinent topics.
Blogging is one of the best ways to become visible to the media, assuming that you provide well-written, valuable content. Publish your posts on both your website and LinkedIn. Promote the blog through social media.
Be willing to give up control.
Your pitch may inspire the reporter to write a completely different story than the one you pitched. Sometimes, that’s just the way it is. The relationship is what’s important.