Address each e-mail message separately to an individual media target. Take your time and personalize each e-mail. This is the best way to maximize your response. It does not matter how many you send out. It only matters how many result in publication.
Mass mailing is self-defeating.
Target and personalize. Realize the power of each and every prospective publication of an article about you. Show your respect to the media contacts you are writing to in the manner in which you write and communicate with them. Large lists of recipients are a major inconvenience, and they send a message to the media targets which just about guarantees that they'll delete the message unread. Begin to use your news release slowly.