The Today show? The New York Times? Vanity Fair? What's your dream hit? While nothing inspires more fear and trepidation in public relations professionals than media relations, it doesn't have to be complicated. Remember these 10 tips and soon you'll land your ultimate story.

1. Have a Good Story. Whether writing a movie, a sitcom, an opera, a book or a news article, a good story must have certain elements such as a theme, a hero, and a beginning, middle and end, to make it compelling. Journalists recognize a strong story within seconds, so learn how to tell yours quickly and succinctly. That's good storytelling.

2. Know Your Audience. You wouldn't call potential clients without knowing something about their business, so don't call the media blindly. Before you pitch any media outlet, study it. Read the publication. Watch the show. Who covers similar topics? Are there contributors to stories where you have interests such as food, technology or health? What format do they prefer? The answers will be very different depending on whether you are pitching The New York Times, Glamour or "Live with Regis and Kelly."

3. It's All About Relationships. Whose call are you more likely to take? A vendor you've never spoken to before or one who has taken the time to develop a relationship and truly understands your needs? It is no different with the media. Building relationships NOW means that reporters will take your call when you've got an important story to tell. Best of all, even if they can't help you on this particular one, they are likely to refer you to another reporter who can. As with any relationship, building trust is critical. Do what you say you will, within the timeframe you give. You may not be able to provide all the information requested, but if you are upfront about what you can and can't do, reporters will appreciate it and remember. One reminder: everything is on the record, no matter how close you are.

4. Create the Unexpected. Look for out-of-the ordinary partnerships for spurring media interest. For instance, at Vorhaus, we wanted to position one of our clients, Buick, as a contemporary car company for younger consumers and more relevant than ever. To do that, we decided that we needed to generate publicity for Buick beyond traditional automotive press. We leveraged Buick's relationship with American fashion designer, Joseph Abboud, to create a joint fashion show/car unveiling. Attending media was far from ordinary: GQ, Men's Health, Vanity Fair and more.