Before doing anything else:

1) research the publication/site/broadcast outlet, etc, its competitors and read what the journalists are writing about, deadlines, feedback pages/reader blogs and comments, anything else. Check the marketing pages about audiences, readership, rates, etc.

2) phone the relevant journalists or news editors if not listed on all those publications, have a chat and get a rapport going with the journalists by asking them what they’re looking for and when they need it.

3) Read the guide listed here, stop spamming and start targetting.

4) re: 2) above, work with those folks who sound reasonable, give you the time of day, return calls. Do the same. Meet for a coffee. Give them exclusives. Saves writing press releases and gets more balanced coverage and your contact the inside track.

5) and 6) later, maybe.

Not rocket science is it…