This document provides guidance on engaging local media through press lists, advisories, releases, and pitching stories. It discusses the differences between press releases and advisories, and emphasizes building relationships with journalists by regularly contacting them through various channels and practicing concise pitches that follow the standard who, what, where, when, why structure and include a compelling hook to grab attention. The key is not just distributing information but actively engaging with media to tell stories in an interesting way that will incentivize coverage.