As mentioned above, we begin by establishing a personal relationship and by always offering thoroughly documented arguments. Next we must utilize the latest technology to convey that information. This will go a long way toward winning the respect we need among reporters. This is another area where we need to be on their level, if at all possible. NRLC uses the newest technologies to our advantage.
Fax machines are a necessity, as are computers.
Today we have the ability to communicate with reporters by phone, fax, or e-mail. We can post press releases on our web site and soon we will be able to e-mail press releases to individual reporters. But none of this is a replacement for the personal touch. If you are a media contact for your affiliate or the spokesperson, you should be available as much as possible for reporters. Technology both allows you to be on call wherever you may be and to reach reporters whose deadline is minutes away.