I think most everyone in the entertainment business have experienced the anxiety: if I create it…who will come? So it makes sense that a similar worry relates to PR: if I send out a press release…who will care? This fear of getting no response is a big issue for every creative professional — trust me.

One thing I suggest to avoid hearing…well, crickets…when you reach out to the media is to think carefully about who exactly you’re targeting.

If you’ve just booked a supporting role in a feature film that is already catching some industry buzz, then it could be a good time to reach out to the Trades (Variety, Hollywood Reporter, Deadline.com, etc). Their focus is industry news as it happens, so look to approach them when the booking is fresh.

When that indie film you did last year is ready to premiere at a festival, reaching out to local press in that city along with some of the entertainment reporters that cover indie film projects could be a good idea. If the film is heading for the ‘festival circuit’ with screenings at several festivals/events over the course of several weeks or months…then hitting up media in each of those cities produce results, especially if the film builds momentum along the way picking up a few awards.

There are lots of bloggers these days covering their favorite genres and TV shows, so search online for a reporter who already covers the show you’ll be appearing in and add them to your target list.

And, of course…you could show off a bit in front of your parents. Many cities have local newspapers (daily or weekly) who love to do features on natives making a splash in ‘The Biz’. So, be sure to reach out to your local hometown papers and news websites.

You don’t have to hire a publicist to figure out which reporters to send your press releases to. Doing a little research can go a long way. And, you don’t have to wait until your project is finished or you book a fresh credit. Start researching early and create a ‘hit list’ that’s ready to go even before you are!