Jason Kintzler has written a terrific post for PR pros and amateurs alike.
He suggests when you put a pitch together, think like an editor. Write about ideas that are fresh and relevant? Include details the editor will need to turn out a solid article, such as contact information for interviews, hi-res images and links to supporting material.
If you do your job correctly, your pitch not only isn’t spam, it’s content. Read the rest of the article
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