Mass pitching burns lists. Relationships built around a reporter's actual beat produce coverage year after year.
01
Map beats properly
Read the last dozen pieces a journalist has published before contacting them. Reference their work specifically and explain why the story fits what they cover.
02
Pitch short, offer more
Three sentences: what happened, why it matters now, what you can provide. Attach data or an interview offer rather than a full release.
03
Be reliable between stories
Respond fast, respect embargoes, and offer sources even when the story is not about you. That reliability is what earns the call when a relevant story breaks.