Before you call a reporter, pick your best two story ideas. Take a few minutes to rehearse your explanations of stories, then make your call. If reporter isn't interested, don't be discouraged. Thank them politely for their time, and then make a note to call them back in a month with two more story ideas.

Placing a story, just like writing one, is more common sense than rocket science. But if you’re stuck for time or want a professional boost, consider a freelance publicist. Local freelance publicists usually have good contacts with local media, and they are easy to find.

These well-connected pros can bolster your media outreach just by working for a few hours a week or month. Like freelance writers, they usually charge by hour—you don't have to pay a monthly retainer to work with a publicist.