Writing a solid press release is one thing; pitching it is another. Before you send your release out to the masses in hopes of a large number of pick-ups, consider these tips. First off, do your homework. Instead of sending the same pitch to a long list of journalists, research your potential recipients. Read some of their latest work and learn what topics they typically cover. This will ensure that they are the right people to target and that the media outlets they represent are truly a good fit. Next up? Personalize the pitch. Don't just copy and paste your cover note and send again and again. Find a connection between your story and the journalist's specialty and tailor your message. In the end, taking the time to develop a custom pitch by person will be worth the effort you put in!