Your quest to become more media savvy should begin with reading publications and websites where you would to like to publicise your business.
Every week read a selection of national and local newspapers, consumer and trade magazines, news websites - also listen to your local radio station.
Make a note of any slots that you can imagine your business or organisation filling. Think about who the typical reader of the publication might be? Pick out any stories that particularly interest you. Select any sections (lifestyle, gardening, business, money, etc) that might be pertinant to your business.
The more you learn about these publications, the easier you will find it to come up with stories within your own organisation that might interest journalists working there.
Try to understand the trends and preoccupations of the media - at the moment the recession gloom is prompting an interest in light hearted animal stories to ease the gloom a little. Nice pix of a furry beast doing something unusually cute will make the page right now.
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