Pitching dos and don’ts every PR pro should follow

For example, get to know reporters before you pitch them, but don’t show up at their houses.

Ragan Insider Content

During the early stages of a romance, too much contact simmers the sizzle.

In media relations, why would you reach out to someone, then slam him with a pitch? That isn’t reaching out at all. It comes off as unnatural, insensitive and forced. When you think about it, cold pitches are basically one-night stands.

I chatted with a few food and beverage pals who were more than happy to set the record straight. Their key takeaways about pitching were:

1. Don’t ever call—ever.

2. Don’t “pitch” per se. Just include useful information and tips without a gimmicky story idea. Exclusives have a much better response rate than spam. It’s important to be respectful, resourceful and genuine.

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