Living in an information age, targeting the news media has become one of the most effective methods used by national service programs for transmitting information to the public. This report describes a strategic approach that can assist public relations departments to determine: (1) Who one's audience is and what their opinions, attitudes, and perceptions are; (2) Which types of media can best reach one's audience; and (3) What is the best way to shape one's message for each type of media. Reaching the media takes strategic planning as well. Helping to develop a good public relations plan and execute that plan is what this guidebook is all about. This guidebook includes answers to many frequently asked questions, and offers tips and ideas for people new to public relations and those interested in learning new ideas for broadcasting their message. The main section of this guidebook contains: (1) Brief descriptions of the various types of media outlets; (2) Pointers on conducting media outreach, including developing a media plan, selling the story to reporters (often referred to as "pitching"), putting together a good press list, and getting the event on local calendar listings of events that reporters use to decide what to cover; (3) Tips on building and maintaining relationships with reporters; (4) Useful pointers for interviews; and (5) Advice on communicating through public service announcements (PSAs). Also provided are a number of appendices for easy reference, including: (1) Tips on writing news releases and hosting news conferences; (2) A variety of sample media materials; (3) Lists of important print media outlets; and (4) A sample media list and media sign-in sheet.