On a daily basis, media professionals must sort through media requests and press releases, and coordinate with public relations professionals both locally and nationally. There are certain best practices that PR professionals should follow to get their message across to these busy media managers.

First of all, a newsroom does operate on a last-minute basis, so when don't be afraid to follow-up more than once and don't take it personally if your story gets scrapped at the last minute. Also, taking the time to personalize your message by addressing it to the manager in charge will definitely help to get their attention. Make sure that you put the most important details in the body of the email rather than as an attachment, such as your pitch and the event/production details. This sounds simple, but it can make a huge difference in whether or not your release gets the attention it deserves.