1. Research, research, research in order to find ALL publications in the area. Use the internet for this, as well as ideas from friends and look through local publications in newsagents/WHSmith to see what local magazines and papers are available.
2. Once you’ve got a list of publications, try to get name, e-mail address and telephone number of someone in the news department so you can send it directly to (hopefully!) a key person. If you can’t find a name then the main news desk is fine, as can hopefully find the right person when you do follow up calls.
3. Pick some key publications initially and place an advert, asking at same time if you could also put in a bit of an editorial – publications are more willing if you are paying for advertising space. Build a good relationship with key advertising publications.
4. Send an editorial about your launch out to all publications at least 4 weeks before the start of your taster classes. Your editorial should be about who you are and what you do. Try to find an interesting angle for your editorial that publications think that their readers will want to read, such as your career change.
5. Once you have sent your editorial, ideally by e-mail, give them 2 to 3 days to look at your e-mail then RING THEM!!! This follow up phone call is crucial and will allow you to work out whether you’ve sent it to the correct person or not, if not you can then hopefully be given the relevant persons contact details or this may prompt them to forward your editorial to others e.g. a local radio.