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The newsroom at the New York Times is a hectic place. Hundreds of journalists working, with thousands of leads being pursued. If you emailed one of these caffeine-addicted journalists, would it get anywhere? How do you turn your press release into a story with the most important global newspapers?

Big companies have whole Public Relations divisions who daily job is to wine and dine journalists, or they employ a PR firm, which can cost upwards of $10,000 per month. When they need a story in front page of The LA Times or far flung papers like China Daily, they have a rolodex of journalists who they have diligently curried favour with.

In this though economic climate, small companies, individuals and charities don’t have these kind of resources. Yet, they are the source of some of the most exciting products, innovations and events in today’s trying economy. Short of having SI Newhouse’s, the chairman of magazine giant Conde Naste, cell phone number, how can a small content producer break ground in the world of PR (public relations)?

The first mistake is emailing journalists that you don’t know (“cold”). Emailing a general inbox at The Guardian is basically like emailing a trash-can, no one will ever read it. The second mistake is phone journalists cold. You’ll get the brush off within five seconds. If you’ve ever worked in telemarketing, you’ll know how difficult it is to convince someone over the phone. Plus, journalists are busy people who are often away from their desks.

“Could I just send them my press release as a letter?” you might ask. Have you seen how slow the post is, and how quick the news cycle? A message that is current is one that is important. The only time it is appropriate to send a press release as a letter is when you have to send a demo product to journalists (they like getting things for free).

Dont’ give up; there is one way, often forgotten in a world of instant messages and emails, that is the backbone of communication in all media industries, i.e. TV, radio, newspapers. The fax machine. For some newspapers, in countries like India and China, it is the only way international press releases can be reliably sent. Journalists might get thousands of emails a day, but only a few faxes. Faxing your messages makes it appear more important; it conveys and sense of urgency. Simply, the medium you messages comes in differentiates from others.

Faxing journalists is hard is admittedly hard. Newspapers don’t often publish their newsroom fax numbers, and it would take forever to find the hundreds of numbers one needs. Then there is cost of actually sending dozens or hundreds of faxes, plus the labour of feeding the same piece of paper over and over and hitting send.

Yet, there are services, like www.easypr.com which easily automates this process for you. You just upload your press release file, select which cities/countries you want to target and, like magic, you’ve faxed hundreds of newspapers. You can even select global packages reaching literally hundreds of newspapers with hundreds of millions of readers. Ever tried getting a press release in Indian newspaper via email? The newspapers will know the difference between a serious message faxed and junk email.

Learn more about cheap, fast and easy global press release distribution. Stop by EasyPR’s site where you can find out all about how faxing a press release can make all the difference for international coverage.