1. Develop relationships with reporters, bloggers, and other media professionals through Twitter. Reporters and big-time bloggers are incredibly active on social networks, especially when gathering information for stories. Use the resources mentioned above to find media people on Twitter, and start connecting with them!
2. Watch/search for tweets about editorial opportunities. Because of the real-time nature of Twitter, it’s a great place for media professionals to look for last-minute, additional resources for their stories. When following bloggers and reporters on Twitter, keep close track of their tweets and scan for any opportunities.
3. Share tips to other resources. It’s also a great idea to send reporters tips and links to other resources simply to be helpful and improve your relationship with them, even if the tip isn’t specifically regarding your company. They will be thankful for your help and will be more likely to use you as a reference when the subject is applicable to you!
4. Share your content and company news when appropriate. Once you've developed a good relationship with a certain influencer, share a link to content that represents your business, its culture, and what your brand is all about. Did you just write an article on your blog about some important company news? Tweet a link to an appropriate journalist who covers a relevant topic.
5. Direct Message reporters instead of sending them an email. By sending a Direct Message, you are forced to create a short, concise pitch that a reporter is more likely to read. Also, direct messages are very casual, and some media folks prefer DMs to email pitches. In addition, it will save you the time it would normally take to write a lengthy pitch (which isn't recommended anyway!). Remember, you can only DM people if they follow you back. But be careful not to pitch too much; it's easy enough for them to unfollow you, making it much more difficult to connect and putting you on their radar as a spammy pitcher.