Pay special attention to the way you deliver information to the media. Knowing this preference will give you a better chance at getting coverage for your company. As you develop a relationship with your targeted media, simply ask them how they like to receive information. Many companies now offer media database services that regularly update information concerning these preferences. Know the lead times of the publications you want to target.
Many publications have editorial calendars that can be obtained by a telephone call.
Lead times can vary from a few days to a few months. If you are interested in getting a story into bimonthly or quarterly publications, you must think and prepare ahead of time. Follow up your releases with a phone call and try to arrange an on-site interview or product demonstration at the show. Remember that the media operate on strict deadlines. If you receive a voice mail or message from a member of the media, return the call immediately.