In previous articles for marketing-minded financial planners, I've discussed what to say to a reporter over telephone.
However, if you are phone-shy or time-challenged, it's better to send an email than to do nothing.
Many reporters favor e-mail anyway, so use it. Call media outlet or check its staff listing to get reporter’s email address. Sometimes reporters email addresses are at bottom of their article in newspaper—or linked to in online version of outlet. It’s rarely a secret.
Again, offer practical story ideas – one or two max per e-mail. Summarize your best story idea in ‘subject’ line of email.
Be specific. In fact, spend as much time composing that subject line as you do entire body of your message. It's that important.