You can generate tons of free press for your business in 2010 by understanding proper media etiquette. No matter what stage of business you’re at or whether you’re a seasoned PR professional or a newbie, you’ll need to know how to pitch the media correctly. By following a few simple rules, you will see your name in print in no time:

• The media gets flooded with millions of pitches per day, which is why good follow up skills are essential. You should follow up within a day or two after you send the first pitch. It is very rare a story gets picked up with one pitch.  If they are not interested, they will tell you.

• You must know your story inside-out before you even attempt to build a media list. Get every angle of the story covered by conducting interviews with the people involved, industry professionals, and any other research you can find.  You don’t want to pitch a story and not be able to adequately answer questions from journalists and editors.

• Create variations of the story for different media outlets.  Try not to embellish the story to make it seem more interesting.  Keep each variation concise and to the point because media professionals do not have a lot of time on their hands.

• Research each contact at each publication you think would be interested in publishing your story. Read the journalist’s work to determine what he or she is looking for. Research and find out their writing style and contact preference. Keep a top ten list of the journalists you think would be interested in covering the story.

• Test your pitch with one or two journalists before flooding the media marketplace. You can email or call the journalist. Keep the pitch to three sentences if you call.  Always keep in mind that most journalists prefer to be contacted through email.

• Make sure press releases answer the six questions – who, what, where, when, why and how.  Include the correct contact information as well as a photo.

• If you don’t know the correct contact at the publication, don’t email or CC your pitch to everyone’s email address that you do find.

• Always return journalists, editors and reporters calls immediately because they are usually working under tight deadlines.  Be courteous and try to call after 10AM and before 4PM.  Media pros need time to get organized.

• Never send a gift or offer to take media pros out to lunch or dinner because it is considered unethical.

If you follow these media rules, you’ll be amazed how quickly your online and printed media kit expands.