Reporters get dozens of emails per day, and struggle with spam just like rest of us, so make sure that your email doesn't look like spam. Avoid any words (you know what they are) that would be likely to set off a spam blocker.

And never, ever send a reporter an attachment of any kind. Many news organizations, fearful that their technically unsavvy staff will introduce a virus, prevent staff from receiving attachments. Usually they accomplish this by deleting whole email.

If you want your email to be read, include a compelling subject line, and no attachment.

As you’re following media, ask yourself new questions

Examples of questions to ponder regularly: Why did they quote that expert? Look on their web site to see if they have any publicity materials you can review. Which reporters seem to cover my topics? Start a list of reporters and media that cover your topic regularly. You’re going to become friends with them before long.

Don’t build your publicity campaign solely around press releases

Don’t rely on press releases to build your PR campaign. Reporters get 30 of ‘em a day – and toss most. (Repeat after me: “Most press releases get tossed.”) Instead, build relationships and send useful information in other forms.