Your best line of defense is the press or communications office at your organization. Here you will find professionals who are comfortable working with the press, and know the local press well. You should contact them first before making your own forays. It's often best to ask and always best to work with the press staff than at cross-purposes. Be sure to give a contact name and number.
Press releases are helpful before or after an event.
Samples from the NIH and the Dana Alliance for Brain Initiatives are included in this section. Newspaper and local radio calendar listings should be included in your list of contacts. Letters to the Editor and Op-Ed pieces also provide excellent opportunities to discuss issues and events. Letters should be brief and focused on one main theme. Newspapers always reserve the right to edit.