For public relations professionals, building strong relationships with reporters is the best way to collaborate on story ideas. However, PR pros are occasionally tasked with getting exposure in a completely new area, one in which they cannot rely on their current contact list.
In these situations, it is best to do a thorough background check instead of pitching
a reporter with a blind email or call—and ruin the effectiveness of proper pitching
techniques for the rest of us.
It’s true that each print journalist or TV producer may have a different preferred method
of communicating, but there are general best practices by which all PR professionals
should abide. I’ve solicited “pitching” tips from five current journalists representing five
separate publications, and they have the following to say.
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