Everyone wants to get a story featured in the Wall Street Journal or be seen on major news outlets. In reality, stars have to align for your story to run. For the most part, getting a story placed is all about timing.

What does it take for a reporter to “consider” your story? Below are some tips to consider when writing and pitching your story:

– Identify your target audience for your product, service or company? What media outlets do this particular audience watch, read or listen to? Tailor your media list accordingly. Do your work before you write or send the release.

– Make sure you have a story. Just because you wrote a press release does not mean you have a legitimate story. Journalists want interesting ideas that offer a fresh perspective. The same event that’s happened for seven years with no change or interesting angle is unlikely to get picked up. Journalists ask, “Is this important to my audience? Is it relevant and timely?”

– Create a catchy, unique subject line. Journalists receive hundreds of story ideas in their inboxes every day. To be eye catching and standout from your competition, craft a subject line to catch a reporter’s attention that will make them want to stop and open your message.

– Paste your press release directly in your email. Don’t use attachments.

– Educate yourself about the specific journalist you are contacting. Know a reporter’s beat and style. Target the correct reporter and tailor your story to them.