Which is better: Sending out a media release for your organization's great animal-related story to a dozen or more reporters in your community, or sending an email to one or two reporters you have a relationship with and who are almost certainly going to cover it?

Social media consultant Christie Keith comes from a journalism background, and was the pet columnist for the San Francisco Chronicle/SFGate.com until she moved to Michigan in 2011. "Even today, I still get barraged with press releases, some about pets but many not, at my old SFGate.com email address," she says. "What good do you suppose that does anyone? None at all."

Your media strategy should be about building relationships with a handful of media contacts in your region, Keith advises. "That way, you know what they like in a story, and they know you're someone they can count on for good leads, helpful background and reliable comments on a story."

So don't take a "more is better" approach to sending out media announcements. Instead, spend your time building those important relationships. Find out more about how to do that here.