After you've sent out your media release, make follow-up calls to a key list of media people. Radio producers and local radio stations should always be followed-up with a phone call. Try to build up a network of journalists who know who you are. Keep the deadlines for publications and programs in mind. Time your press releases and media plans to fit in with the appropriate deadlines.
Newspaper supplements Newspapers usually prepare supplements some months in advance.
Find out what they plan to do. There may be something coming up which is relevant to your campaign or story. Magazines Magazine deadlines vary considerably. Some glossy monthlies have a five-month lead time. This is worth remembering when planning media campaigns.