This week I received an email from a reporter with the subject line "Interview – <client name>." I opened it and realized that she was responding to a pitch I had sent 9 months ago.

That's right – "nine" months ago.

I immediately responded to the reporter, set up the interview, and everything is peachy and set to run in their next issue.

Afterward, my client said to me "I'm so glad this happens, because I always get worried that the media doesn't like me, and then they respond and all my worries go way!"

She's not alone in this thinking. In fact, many entrepreneurs think if the media doesn't respond right away to cover your product, interview you as an expert, review your book, etc – it means that you're not worthy. This is simply not true.

Whoever said that 'public relations is a marathon, not a sprint' is a genius. There are hundreds of reasons that the media doesn't respond immediately including:

• They aren't working on a story that fits your company, product or service at this time
• They are just too darn busy
• They just covered a story very similar to yours
• They already have a go-to expert in a specific subject matter
• They want to see what you come up with next
• They love your product but it doesn't fit with the other products in a round-up

And the list goes on.

The important thing to remember is that if you want the media to tell your story, you have to be patient.

In the meantime, there are plenty of tools available to you to tell your own story without waiting for the media to be your spokesperson. Email newsletters, Facebook, Twitter, and connecting with influential bloggers are just a few strategies you can employ to build a buzz for your business and help you get noticed by the mainstream media.

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!