Make sure that you have an up to date press list of local and high profile journalists, websites, blogs and publications, so that you can always easily send them your latest marketing materials. Think of it as your “little black book” of important PR contacts. Always try to keep your communications with everybody on the list very personal and friendly, and send them individual invitations to events.
A spreadsheet in Google Docs would be an easy and free way to start building a small press list and share it amongst your team. Or if you have a really big contact list then a CRM such as Highrise would be easier to manage.
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