Frustrated at sending out media alerts and press releases with nothing to show for it? Are you tired of knocking yourself out and getting no press coverage? Don’t give up. It could be that it’s time to try a different tactic. Getting free publicity is all about building media relationships.

Of course, each press release could be a little sharper, and follow up could be more thorough. The system in place can always be improved.

But there’s more to getting attention from media than hyping them with (another) press release. Take the time to develop media relationships with influential people that make decisions.

When they know and trust you, it’s amazing how much more attention those press releases seem to get! Developing relationships is a game, and in the promotions business, it’s important to know how to play.

Here are a few tips on how to get them on your side:

Media Relationships: Do Your Research