I’d add a somewhat controversial point. Invest the time — and sometimes that means lots of time — building a great media list.

Why? Most importantly, you’ll get those editors and reporters who may not come up in a basic keyword search. Secondly, you won’t be wasting time pitching the wrong reporters.

Some people disagree with this. They prefer just relying on the large list generated by the PR database and pitch away even if not appropriate. IMO, time and client money is wasted by this approach.