If you are busy trying to pin down editorial staff for your press release - don't forget to track down freelance staff.
Editorial teams traditionally will of course have a team of staff who work in-house for that company. Depending on your market you may find a magazine has a book editor, a cookery editor, a health editor and a consumer editor. Of course these contacts are imperative in your PR media list. You'll also find that magazines and newspapers, websites and more use freelance staff on particular features. These freelance staff aren't always listed in the magazines so it can initially be tricky to get hold of their contact details.
The benefit of getting friendly with your freelancers is they will often work across more than one magazine. So when you're pitching an idea to them, they could use this on a magazine you hadn't thought of.
So go on, get hun