You have some amazing news to tell the world and want to garner the interest of the mainstream media? The process is straightforward but often sabotaged by the simplest of mistakes as this screenshot from the Twitter account of ABC journalist Kirsten Aiken shows.

Journalists and producers are time poor. Make your media release stand out from the deluge of emails they receive by showing very clearly why your news matters to their audience.

And, above all, make it easy for the journalist to use your story: provide good error-free material backed up by facts, offer an articulate spokesperson and be responsive when they call.

Treat the journalist like a client and build a relationship by being helpful, even when you don’t have all the answers. It will stand you in great stead when you do!