You worked for months or even years to develop your ideas, organize your book, and get every word in the right place. Now it’s time to take your message to the public. The first step, and often the greatest challenge, is translating your material into headlines and topics that interest the media.

Reporters, editors and producers receive thousands of calls, e-mails and faxes from authors and publicists hoping to put their names and ideas in front of readers. Here are a few ways to stand out and be heard:

Know Your Target: If you call Ed at your community paper, do a little research to find out what he writes about and how he communicates. Let him know how much you liked his latest column and offer to be a resource in the future.

Make it Quick: You have about 30 seconds to get Susan to book you on her radio show. Get right to the point and offer only details that help her hear the interview in her head. Ask her questions frequently and adjust as you go.

Use Bullet Points: Andi edits the business section of a newspaper, and she doesn’t have time to read every sentence of your e-mail. Make your information easy to read, bold face your main points, and italicize for emphasis.

If you want to reach the media, you must learn their language. Take time to study each contact and let him or her know how you are the best resource on your topic. If you take the time to adjust your message, you multiply your chances of getting coverage and selling your book.