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Know and Respect Media Deadlines

When submitting press releases to the news media, it's essential that you remain respectful of media deadlines at all times. Reporters operate under strict deadlines at all times. If you send a press release to the newspaper a few hours after the deadline for the edition you're hoping to be covered in, you're just going to be out of luck. If you want an announcement to be included on the evening news and you submit the information to the assignment editor after stories have been assigned for the day, you're not going to even be considered for coverage. Learn the relevant deadlines, and stick with them. Getting your press releases in front of the right people at the right time – which means well before deadline – is one of the most basic principles of media relations
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Update Your Media Contact List

If you want to have good luck getting your press releases published, be sure to keep an updated media contact list. Media representatives sometimes change jobs, and it's up to you to keep on top of who you need to submit information about your company to at each media outlet that you work with. As you find out about contact name changes, update them on your contact list in real time. However, keep in mind that there are likely to be changes that you aren't going to find out about "by accident". That's why you need to set aside time on a regular basis to verify that the names on your media contact list are accurate and up to date. Once a year is a miniumum. Why  not get in the habit of updating your list every January? You'll be able to start each new year's publicity plan with a current, clean media contact list.
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