What is your dream hit? The New York Times? The Today Show? Forbes? Getting the media coverage you desire is not so complicated if you follow these tips: 1) Have a real good story. Producers and editors recognize a strong story within seconds, so learn how to tell yours succinctly and quickly. A good story must have certain elements--a theme, a human element, a beginning, middle and end--to make it compelling. 2) Know your audience. Before you pitch any media outlet, know them inside and out. Watch the show. Read the publication. 3) Build relationships. Reporters who know and trust you will take your calls when you have an important story to tell. Building trust is critical. And remember...everything is "on the record," despite how well you know the reporter. To be continued...