This is very good advice. It also underscores the need for the people creating a media database to have their own media page on their site! After all, there are journalists and PR firms that will contact you if you are a subject matter expert in a particular subject as well.

I am consistently contacted for book and product reviews on my blog. There is quite a bit of now being reviewed on the web; I know that I am much more likely to consider a product or service if it is reviewed and/or recommended by a writer I know — like Krishna…

Good article. This is really not thought through by most businesses and is a very good addition to the to-do list.