Hi, There was a great video on how to pitch your story to newspapers and magazines. The video is by owner of US-based garbage removal franchise and he shows different approach to PR. Had bookmark to it and lost it, now need it desperately. Searched high and low including youtube (don't think it was there though) and can't find it. I hope someone has it and those who don't and are serious about press coverage might use it too.
It was the former CEO of 1-800-GOT-JUNK?, Cameron Herold. I'm restricted from live linking, but here it is -- http://tv.factor77.com/2009/04/07/former-coo-of-1-800-got-junk-explains-getting-free-pr/