Sending news to the media continues to be an important marketing function for all businesses, but specifically for the solo owner. Getting results - whether a printed feature story, on-air profile, or radio interview - takes patience, consistency, and perseverance.

That was the message at a recent media exchange held at New York City. Reporters from the Wall St. Journal, Family Circle, and New York's cable station NY1 led a panel in October 2005 revealing the "rules of the road" of getting media attention.

Their insights are a blueprint to getting your story covered in media sources throughout the world, not just New York. Here's what they shared for solo business marketing success.

1. Give Exclusives. News outlets love to be the only one that uncovers a particular story. Offer your information/idea to one media group whenever possible.

2. Build Relationships. Get to know the media source's bureau chiefs. They give the "go ahead" to publish feature stories. Bureau chief names can usually be found on newspaper Web sites.

3. Watch for Big Issues. Health, the Internet, Wi-Fi, youth-based topics, baby boomers. They're all big news right now. Submit details on how your product or service benefits any of these markets to increase your chances of media coverage.

4. Email Contact is Best. Media contact by Email wins over mail, phone, and fax. Make the subject  line short and to the point. The message must be brief and focused. No commercials; no ad-based information. What's the benefit to the reader/viewer? Put that in the first paragraph.

5. Double Check Emails Before Sending. Take a minute to review your message. Misspellings, wrong contact name within the message, and no telephone number and/or Web site URL won't endear you with the contact.

6. Understand Their World. The more you know about the media and how they operate, the better your chances for coverage from them whether in print, on radio, or on television. This is crucial to smart marketing.

7. Cell Phone Contact is Not Recommended. Telephone numbers, when spoken, seem to  become garbled or cannot be heard for other reasons. The reporter will not research who you are to return the call.

8. Patience is Crucial. Don't get upset if the media doesn't respond the first, second, or third time you contact them. There are many reasons for non-contact, including holding the idea until a story is written on the topic or the reporter is in the field covering another story. Also, it can take months for stories to be featured after the interview is finalized.

9. Think Ahead. Magazines work 5-6 months ahead of schedule. In other words, they work on the June issue in January. Keep this in mind as you decide when to send an editor your news release.

10. Cozy Up to Freelancers. Freelancers that write for magazines are another group where relationship development is key. They know the magazine's interests and are able to influence an editor regarding a story they believe is beneficial to readers.