One way to increase the chances of your story being picked up by editors and producers is to angle your pitch around breaking news. This means you must watch the news on television and constantly be checking out websites to find current (and popular) news items that relate to your business.

For example, if a breaking news story is released about a development in LASIK Eye Surgery and your company offers this procedure, then position yourself or one of your media-trained surgeons as an expert on the subject and reach out to the local media to discuss statistics on LASIK.

A great resource for following the news is Google News. This news aggregator not only shows you a list of headlines, but it also measures the popularity of a news topic by showing how many outlets covered it.

By implementing this strategy, you’re bound to get better placement for your stories and greater media exposure for your company.