Ask them who you should talk to about your potential story. If you do not have a personal contact in the news department, try calling a news editor or an assignment editor. They are the decision-makers when it comes to covering a news story. Follow up the phone call with a letter or information that can be faxed to their attention. Remember, reporters have to work on tight schedules, so the faster they can get information, the better.
Fax machines provide instant access.
But do not abuse the opportunity. No news organization likes to be bombarded with a proliferation of lengthy news releases. Be selective of what you send, and keep it short. If you call a reporter or an editor and he cannot talk to you, do not be offended. Chances are he is trying to beat a deadline.