If you want to generate positive media relations results, then you need to “become” an expert in your particular field of choice.
[NOTE: When I use the words "you" or "your" in this Tip, the advice also applies to positioning your boss, client or colleague as an expert too.]
If you are selling/marketing products or services with any [...]

One key trick to being successful at media relations is to make sure you divide editorial contact databases into smaller segments. These can/should be based upon

beats covered (new products, sports, health, etc.),
title (reporter, reviewer, feature writer, etc.),
geography (city, state, region, country),
industry focus (personal computers, legal, athletics, women’s issues, etc.),
media type (newspaper, online only, television, radio, [...]