Point and Shoot Like a National Geographic Photographer
Like taking a great picture, selling your story idea to editors and reporters is about composition, focus and an impeccible ability to anticipate what's next! Instead of broadcasting your generic news release on a faceless wire service that can cost a mint, here's what to do. Target where you want to appear. Then only deliver your pitch when you've determined -- best you can -- what the writer or editor working there wants. Ask yourself if what you're pitching is important, new and interesting to THEM -- not to you. And know why. Being familiar with the journalists' style, the publication's take on stories and editorial calendar will help.

Map Your Route
Think through where your story may fit and land in the newspaper or magazine you are pitching. Have a specific type of story -- profile, feature, news brief -- and section in mind. This gives the editor or writer a clear picture of where your pitch may make sense while you're on line with them. In travel and media relations, it's easiest and most effective to plan where you're headed and how you're going to get there.

Tell A Story
Good media relations is about good stories. So take some time to learn what a good story is and how to find it. Dig into your company's background, its unique philosophies and the rare talents of the people you work with. What sets you and your business apart enough to make for a compelling read?

Look And Act Like a Local
Like an intrepid traveller, to get the most of your media relations journey, start thinking like a reporter. Get inside their shoes. Ask yourself, how does this story benefit people, the publication's readers? Is it packed with interesting facts, something newsy? If not, click delete and start fresh. Keep at it until you have something that the media will love you for.

Pack for Any Eventually
Before you set out, always prepare yourself with another angle or two to pitch in case the first one doesn't fly. Be ready to change gears or routes quickly so you can explore other story ideas that may stick better than your initial pitch.

Speak Their Language
A few phrases in someone's native language can do wonders on the road. It helps just as much when venturing in unfamiliar media relations territory. Build yourself a pitch sheet with key selling phrases. Pop it in front of you when you're on the phone. Don't try to talk fancy. Keep your pitches short and to the point. Reporters and editors are usually pressed for time.

Book Your Space
Don't just call a reporter. Tell your story and hope for the best. Deliver your pitch with a strong call to action to up your chances of getting play. Tell the reporter what you're asking for, then explain why it's a good idea -- in terms that will resonate with them. Try this: "I've got a great bargain for your quick getaways section. There's a new luxury hotel offering the first night free..." This will keep them interested.

Don't Be Shy
Media relations is not for wallflowers. Pick up the phone, and say your piece. Your competition is doing it.

Motivate Reporters to Hurry Back
Establish relationships with journalists rather than hitting them for some quick coverage and then casting them off. If you hear of a story you know would interest an editor, pass it on, even if there's nothing in it for you. It may pay off down the road, when you've established yourself as a credible source.