Here’s are some ideas we’ve found helpful in searching for press (which crosses over with other suggestions in the links below):

1. Clear, concise and brief e-mail correspondence is usually the preferred method for contacting press.

2. Twitter DMs may not be effective.  Depending on the outlet, it's sometimes better to save privately (via e-mail) a query rather than what you might quickly Tweet someone (puts less pressure on the outlet and they may be more apt to respond, albeit a little slower).

3.  In vein of Lucas McNelly’s FGYST, have your ducks in a row before reaching out to a member of the press.  Establish an online identity even if you’re not listed on IMDB.  Have a trailer, website and/or Facebook page in place with plenty of relevant info on your film. Include set photos and bios/photos of key people involved with the project.  Establish a Twitter account for the film (can also be a personal account) and do not be a one-way blast marketing machine... follow this Lesson from Gary Vaynerchuk.

4. If you’ve reached out several times to a press outlet with no response, sometimes it’s best to move on.  Feel it out.  Depends on how persistent you want to be.  Sometimes persistence does pay.  Other times it appears annoying and desperate (just like in dating).

5. Sending a blind press release is rarely effective.  It’s too long, not personal, is likely to be clicked as “unread” and never returned to.

6. Sending a long letter with all your and the film’s accolades is usually not effective.  Wait to see if the reviewer/press outlet wants more info and then hit them with “the good stuff.”

7. If you’ve sent a press outlet something, give them a little bit to follow-up.  Keep a chart of the contact person, what was sent, and when.  Best not to bombard them too soon.  Circle back but don’t be too persistent.  We realize it’s hard when it’s your project that’s on the line.  Sometimes patience is best.

8. Plan big, but be willing to reach out to Bloggers, Youtube critics and the like if “key” press doesn’t respond.  Also, be willing to write a piece yourself for submission with an outlet.

9. Your backstory or the story of making the film can play a major role in your film getting media attention.  Savvy marketers will pitch storylines that those in the media will want to share.