This document provides guidance on working with media through various strategies and tactics. It discusses the importance of media relations for PR and gives tips for crafting effective pitch letters and media advisories. Key databases for finding media contacts are identified. The document also reviews best practices for engaging with media through news conferences, media tours, editorial board meetings and other events to build relationships and garner coverage. The overall message is the importance of knowing your media, being available and responsive, and developing trust through honest, fair and persistent outreach.