This document provides tips for maximizing PR efforts through effective media relations. It emphasizes building relationships with media contacts by understanding their needs. National resources like PR manuals and sponsorships should be utilized. Media lists should be built and segmented by outlet and contact role. Messaging should be strategized to match appropriate audiences and channels. Spokespeople should be prepared with talking points and knowledge of deadlines. Maintaining good relationships and being a helpful resource are keys to success in media relations.