I have been explaining about the need to have a campaign ready when you are going to "meet the press". This means you should have already prepared several press releases, a company newsletter, a media kit and a media list for your specific market.

When we discussed the media kit, too often companies feel it can be costly and only print about 50 kits (if even that many) thinking that only 20 or 25 reporters exist in their industry. The problem is that you will need more kits because reporters move around and many times you will be asked to send a second kit to a different reporter at that same publication.

So what’s the solution? How about creating an Online Media Kit! This doesn’t mean you completely ignore the tangible, printed press kits. It just reduces the amount of printed copies that you would have mailed out, and allows you to distribute the printed kits at trade shows, or press conferences.

An online media kit can be an excellent tool for reporters and other press to access information about your company. Plus, you can easily update the kit without the fear of "printing" too many.

I want to again point out that pitching a story takes time and careful planning. Don’t make yourself hidden to the media, but also keep in mind they do not like constant calls that have no substance either.
Choose three or four of the reporters from your list that you feel can benefit your company. Stay in touch with them to develop a good relationship. Don’t send them gifts; just provide honest and real information about what your company is doing.