Perfecting the Pitch: Creating Publicity Through Media Rapport

I am a journalist, and while I have not yet read this book, I have seen extensive excerpts from it on MarketingSherpa.com, and from those I can honestly say the author PR expert Benjamin Lewis has very solid, practical tips and tricks of his trade on how to pitch to the media. His focus is to "Roll up your sleeves and earn the journalists' trust. The easier you can make their job, the better it will be for you." That is great advice for PR pro's of any experience level, but especially for younger ones who need to build up relationships with reporters and editors. The book is not filled with just broad phrases of wisdom, it also has very specific advice, such as sending a press kit only on request. "Reporters' desks are already way too cluttered." Instead, Lewis recommends saving online media kits as a PDF file in a press room on your website.