Editor shares important dos and don’ts of pitching

How to send a useful, meaningful pitch that might actually earn your client coverage.

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The relationship between journalists (and bloggers) and public relations professionals can become a little strained. What should be a symbiotic exchange of information and coverage can turn nasty—vindictive emails, agency blacklisting, and more.

Sometimes it’s the writer’s fault. They don’t return emails or answer their phones, and they don’t always see what public relations has to offer.

Sometimes it’s the PR professionals’ fault. They send poorly targeted pitches, “follow up” on email conversations that never took place, and, most egregiously, fail to learn about the person or publication they’re trying to pitch.

Every writer and every PR pro is different. As a writer who briefly worked on the agency side, I’m more sympathetic to the junior PR associate’s plight. I know you have to send emails and make follow-up calls. With luck, though, your higher-ups will read this post and reconsider making you do those annoying things.

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