When pitching your expertise to the media, the tools you present to them are of up most importance. In sales, it's often said you only have one chance to make a good impression. Why would this be different with the media?

Once you have their attention, wow them with your professionalism and understanding of how to make their job as easy as possible.

First, start with a communications plan that lays the road map for your coming PR & media efforts. You would not start a business without a business plan...why would you start a PR campaign without a plan?

Develop a press page on your website. So often we refer clients to our website but when the media visit, what's there to entice them? Develop a section on your site that lists off press releases, previous stories, possible story lines, or even downloadable images. A fantastic example of a press page can be found on North Carolina's Tourism website: http://www.visitnc.com/press_room.asp/.

Develop a press kit that includes photos, story lines, releases or even a memorable gizmo that gets the media thinking of you in the months to come. In the press kits I have developed, MP3s of client interviews have even been included.

Thoroughly develop and work your media list. With every campaign, a customized media list is essential. Beware of easy made media lists from many of the newswire services out there. While they serve as an excellent starting point, these lists are rarely accurate in terms of the specific bests various journalists cover. In some occasions, the contacts themselves may be outdated as turnover rates in journalism are notoriously high. Above all, avoid the syndrome of ''carpet bombing''. In other words, avoid simply sending a release on mass to a large unfocused list. Five well targeted journalists are worth twice their weight in gold as opposed to one hundred unfocused contacts.