How to approach journalists — forbes.com

We journalists are a prickly bunch, but you need us on your side if the world is ever going to hear about your business – brilliant as it is. One way to get great PR is to be a stellar and controversial company; another is to make journalists love you. There are certain golden rules about approaching journalists that even experienced PR firms with good resources fall down on. Generally speaking, journos are mean and time-poor, and they don’t appreciate speculative calls out of the blue or emails choking their inboxes.

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