Don’t be afraid of the media, especially local media. A good relationship with them will lay the foundations for successful PR.
You need to become a good source of stories and the journalists will come back again and again.
Rules for dealing with the media
In summary, the media likes people who get back to them quickly, are efficient and helpful, provide them with all they need to produce an interesting news story and don’t hassle them. If you follow this mantra and they contact you for more information or an interview they are more likely to use any PR related to your business than another, which is very important in helping drive footfall and increase awareness. This in turn should lead to enhanced sales.