Develop rapport with someone in radio, television, and print. If a reporter or editor takes a special interest in your story, that person can help you devise ways to get your child's story back in the spotlight. Keep a list of names, telephone and fax numbers, and personal and professional interests. Although reporters often change stations, newspapers, and cities, remember that they can take a story with them wherever they go. Identify the assignment editors for each news organization, and send your press releases to their attention.
Assignment editors are the ones who decide which events to cover and whom to assign as reporters.
If you plan an event, let the news organization know what is happening by faxing a news release. In the beginning, you probably will not want to grant an exclusive interview, because interest will be high and you will want the broadest coverage possible. Also, granting an exclusive interview to one news organization over another may offend the one that you leave out. In some cases, an exclusive interview may be the only way to get a particular aspect of your story out. Use the media to appeal for special help.