When contacting the media...

1. Know the players. Otherwise, you're wasting your time, and theirs.
2. Be honest.
3. Be accessible.
4. Be concise. KISS - Keep it simple, stupid.
5. Be persistent. If at first you don't succeed, and you likely won't…
6. Be fair. Exclusives as rewards may be okay, as long as it's above board.
7. Be timely. Make sure they have enough time to cover things adequately. » Be thankful. Even if it doesn't result in coverage, they've given you their valuable time.