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It's important to target the journalists that report on your company or industry for trade publications, national business magazines, and other media outlets. Sending a press release to the newsroom--or worse, to a journalist who covers another beat entirely--is a waste of time. Check the Web site of each media outlet you're targeting to find the names and contact information of journalists who cover companies such as yours. Be sure to look to see which journalists are covering your competitors, and target your release to them as well.