If you're planning to kick off the new year with a media campaign, here is a short list of 'must-do's.

1.  Cultivate relationships with journalists

Get to know reporters, editors and bloggers who cover your industry, learn what they're interested in and stay in touch. Listen—don't always pitch your story. Be friendly and helpful.  

2.  Publish expert articles

Business and trade publications—print and online—are always looking for contributed articles. Writing and publishing bylined articles is one of the best ways to position you and your organization as industry leaders and thoughtleaders.  Maximize the impact of published stories with reprints and Web links.

3.  Keep current with editorial calendars

Editorial calendars say when publications will focus on a topic.  Let reporters and editors know when you can offer expert commentary or articles on the topics they're researching. 

4.  Develop and send story ideas and news releases

Email targeted, provocative story ideas and news releases regularly to selected media.   Make sure they're concise, information-packed and puff-free.  Bonus tip:  for more coverage online, supplement your distribution by using a paid wire service.

5.  Respond to ProfNet and HARO inquiries

More reporters locate expert sources through two services:  ProfNet and HARO.  Monitor each at least thrice daily and follow up promptly when you or a colleague can fill the bill.

Stimpson Communications:

Henry Stimpson, APR, is president of Stimpson Communications in Wayland, Mass., a public relations firm.  Contact him at Henry@StimpsonCommunications.com   508-647-0705    www.stimpsoncommunications.com