We all know the best way to get the media to pay attention to our pitches is to get to know them personally.

This may seem like an impossible task, especially if you're send out tons of information and get little response in return.

But it's not impossible. You just might be targeting the wrong crowd.

Major magazine editors are hard to reach. There is no doubt about it. They are busy people inundated with hundreds of people pitching them things all day long. All while they have an important job that they are paid to do – edit the current issue.

If you flip through the issue of any current magazine, you'll find many articles with a writers name attached to it. Typically these writers are not listed in the masthead because they are freelancers working for a variety of publications. The great thing is that these writers need sources, and in some cases products, to complete their features.

If you take particular interest in an article that fits with your business, note the writers name and search for them through Google. Often times, they have their own personal websites with an email contact. Send them a brief personal note complimenting them on the article you read, and ask if they ever need sources in the area you work in (or, if relevant, if they sample products). This is a great way to start a relationship with a media professional and let it blossom over time.

This also works well for industry "experts" that you may find on television. If you notice an expert on a national show that is presenting products, use the same strategy above (make sure in this case you are contacting them regarding the testing of your products. They would not need expert advice if they are the "expert" already)

As always, I'd love to hear your feedback on how you've built relationships with the media. Please leave a comment below!

Last week I had the privilege of participating in an editorial photo shoot for a national magazine. Even though my role that day was working as a model, my inner-publicist couldn't help but sneak through. As I noticed the racks of clothing and scoured the table of accessories, I immediately empathized with all fashion and accessory designers who would die to have their creations make it into the shoot and score that elusive photo credit.

But the longer I sat through hair and makeup, I also realized the many misconceptions that come with getting publicity for a fashion or accessory line. The "old" way of scoring publicity would be to write a standard press release about your collection, compile a Look Book, and address both to the appropriate fashion or accessories editor at the publication. Here's the problem with this "old" method.

This particular shoot was scheduled a few weeks in advance. The editorial staff put in a call to a stylist and provided specific instructions as to what colors, sizes, and types of clothing they wanted. The stylist then pulled two racks of clothing that comprised these instructions as well as matching jewelry and shoes and brought them to the shoot.

There were five models at the shoot – each with two outfit changes. There was probably 10x the amount of clothing needed at the shoot (this is the stylists job to bring 'more than needed'- just in case).

Each model changed in and out of outfits several times to find the right fit. The stylist made her recommendation, but the two editors on hand had final decision. No two girls could wear the same color or style of dress. Also our hairstyles dictated what type of jewelry would be most appropriate.

So what does this mean for emerging designers looking to have their pieces "pulled" for fashion shoots?

1. Don't just rely on magazine editors. Build relationships with stylists who actually choose all of the designs that make it to the shoot.
2. Be easy to work with! If you get the call, send your stuff on time and give them a variety of samples. If you have a showroom, invite the stylist to come and pull the pieces he/she likes best. Otherwise get as much detail about the shoot and possible and send appropriate pieces.
3. Clearly mark each item so you get credit. Everything should have a tag with the name and ideally the price (some editors only want to feature things within a certain price point).
4. Don't be disappointed if your items aren't featured. Even more important – don't ever express your disappointment to the stylist or editorial team. There are multiple decision makers at a shoot and you are at their mercy. Always feel grateful that your items were called in, if you don't get a feature this time, there is always more opportunity in the future!
5. Always include instructions on returning the samples with your shipment. Most stylists and editorial teams have no problem returning samples, but it's always smart to take the extra step and include the instructions where they can ship the items back to and a detailed list of which items were included in the package.

By the way – check out this great announcement! I now offer email coaching – an effective, affordable, and fun way to pick my brain while you're carrying out your publicity strategies. If you want more info on this program, just send an email to casseracommunications [@] gmail.com with the subject line "I'm Interested" and I'll send you all the details

Business to Business PR may differ in name from Business to Consumer PR – but the practice is essentially the same.

If you have a business that caters to other businesses, you have a great tool at your disposal – trade publications.

Almost every industry has a trade publication. The Wedding industry has Vows Magazine. Children's fashion is Earnshaw's. Toy industry has TD Monthly. A simple Google search using the target industry (toy, beauty, fashion, digital, software, etc) and the words "trade publication" will yield several results. Pitch your company news or – for a stronger pitch – pitch yourself as an expert that can contribute to an article. For example, if you're a Social Media Expert, you can pitch a tip sheet specific to a particular industry on how they can use Twitter/Facebook or emerging platforms like Foursquare to market. Trade publications often appreciate this type of content for their readers.

Also check out general business publications like Entrepreneur and Businessweek. CNN, MSNBC and Fox News feature programs ripe for B2B news.

Another great way to obtain press is searching for your local business journal. They often have local business profiles and opportunities for business awards such as "Best Places to Work."

As with all PR efforts, take the time to research the outlets before pitching. You will need to know what stories they cover and how you can contribute before reaching out to them. Start by making an excel list of all the B2B outlets relevant to your company, and then become familiar with them. Then craft a pitch tailored specifically to each one.

Happy Pitching!

Last week I headed into NYC for a series for deskside meetings with various editors at top magazines like Woman’s Day, Allure, People, More, Health, Parents, etc. The purpose of these meetings is to get your products in front of the editors, present samples, and answer any questions they have. Even more importantly, it provides a chance to pick their brain about how your product will fit into their publication, which products they are actively seeking, and what specific issues they are closing. Here are a few tidbits from the meetings you might find interesting:

• Many are closing up October and working on November. Meaning that the December gift guides for many are still wide open (though they are actively seeking products).
• Most do not know their theme yet for the gift guide or round-up, but have an idea based on prior years what they are looking for.
• New launches are most important. Anything new launching for the holiday is often more appealing than products already on the market.
• List of retail stores is important for placements. Although selling online is great, the wider the availability – the better.
• Bring samples and a media kit to leave behind. Your contents can simply be a press release and product catalog with photos, descriptions and prices.