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Aug 2 Posted 4 years ago
I've worked on all sides of this. I've been a freelance writer, pitching story ideas to editors.
I've sent out press releases for a few clients I really believed in.
I've been an editor who was contacted by a variety of PR companies.
I don't think becoming friends with the media is really necessary. What is most important to them is a good story. If you understand what makes a good story and present it to them, they will respond. So I'd stress that you become very familiar with the media outlets you want to reach. What kinds of stories do they cover? Who are their readers? Why will your story be of interest to either one of them?