1) Pick up the Phone
Yes, you should be utilizing the online tools at your disposal like social media, blogs, and promotion tools. But never underestimate the value of the old-fashioned phone call.
Pick up the phone, call journalists or bloggers and form a true relationship. Get to know them, find out what they are looking for and what their goals are. Once you know that, you know better on how to approach them and pitch them if they are a publicist or curator of content. Phone calls establish trust and allows for a more solid relationship for future media outreach.
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