A good editor friend of mine recently gave me two tips for pitching media that will help PR professionals cut through the clutter:
1) Shiny & New – pitch information, restaurants and programs that are shiny and new, same old same old won’t cut it.
2) Personalize the Pitch – In today’s world sending a media release that is one or two pages long is BORING! Make it personal for that editor or journalist. Show you have a keen understanding of their beat and reach out to them with a personal email that could offer more info should they request it.