Everyone in public relations knows that good
publicity is the best advertising. A well placed article, a positive
radio show or the right interview on TV are all what good publicists
and media relations people dream about. It’s what clients hire public relations firms for.

When pitching the media, it’s important that you know something
about who you are calling. If it’s a magazine read, not simply page
through, a couple different issues and if it’s a radio show, listen to
it.

I know this sounds simple, like what they teach you in PR 101, but I
wish I had a nickel for every time that a News Editor, Producer or
Reporter thanked me for doing my homework. I consistently hear from the
media that PR folks about media relations people who not only don’t
know, but don’t care to know, and simply call to get their pitch out.

Nothing boils the blood of any journalist or beat editor more than
unknowledgeable media relations people. You not only hurt your chances
of securing media coverage for clients, but you also make it harder for
the rest of us who actually prepare themselves before they engage any
media pitching assignment. It pays in the long run, and it’s a good
practice.