Publicists reach out to journalists to promote a new book, a new product, a new CEO or to insert themselves into a trend. As I explained in a recent Forbes column, there are only two ways to make the news: create a story or follow a story. If PR pros understand what is news, and they know well what the reporter covers, and the outlet, they greatly increase their chances of success.
Nothing beats talking to journalists to find out what they need. Once you meet a journalist in person, you make a much stronger connection. When hundreds of pitches and press releases flood their mailbox each day, the ones that have the greatest chance of being opened are the emails from trusted sources and people they know.