When it comes to pitching a story idea, getting to the right person is half the battle.

Whether you’re dealing with your local paper or The Wall Street Journal, it’s important to take the time to find out which person covers the particular area you are interested in targeting.  Sending media materials to “Editor” or “Producer” isn’t good protocol and probably won’t get you very far.

For TV stations, the assignment editor or news director are good people to contact.  For radio stations, contact the program manager or news director.  TV and radio stations with programs often have a specific person designed as a guest contact for programs; otherwise, go directly to the producer.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.