inexpensive to do.   If you know the editor and decide to add other supporting documents with your release, a simple letter in an envelope works well. If you address the letter to a specific editor make sure you have their name correct and spelled right. Just call the local paper and ask for the name of the editor that covers the story youre writing the release about.   Email is becoming very popular as a way of sending press releases. If you send your release through email, do not send it in an attachment. Editors are scared of viruses and will delete it immediately. Just send it in text form.   To pitch your story by phone prepare a twenty-second elevator speech about your newsworthy story. Then get the name of the reporter, columnist or producer, call them up and ask if its a good moment to share your news and that it will only take 20 seconds. If they say yes, deliver your pitch.   Of the four mediums I would put my money on the simple fax. It will get a look and there are a lot of resources that can blast it out to hundreds (thousands) of locations.   Question # 7: What do I do after I send the release?   Dont call the editor just to ask them if they got your news release and to answer their questions. They did get it and if they have any questions they will call you, rest assured.   Question # 8: What are some websites where I can go to learn more about getting free publicity?   Conclusion   The information in this chapter was just the tip of the iceberg in regards to getting free publicity. There are so many ways and methods of making you and your business newsworthy and getting the medias attention. I recommend setting a goal for submitting one press release a month.   The experience of writing and submitting a release itself is invaluable for your own personal marketing education. Getting free publicity should be a part of every business marketing plan. Plan events throughout the year that will get aired on the radio and local TV stations and be covered by the newspaper.   Money cant buy what the press can give you.