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Also, to get an article commissioned, pitching is also required, I have found that suggesting relevant feature ideas can help build a rapport between yourself and the journo.
Keeping a good track on magazines forward features list will help for ideas on what to pitch.
Andy is spot on with the sell in, (of course!) but never start with: "did you receive the press release I sent...."
I usually open with: Hi (journo Name) just calling to find out whether you required any further info with regards to the (your product/story/etc)
If they have read it, it will jog the memory, and gives you the opportunity to persuade them further to cover your info.
if they genuinely haven't read/recieved it, it gives you great chance to personally pitch your story. (and then follow up with the press release - and then another reason to call up and have a chat)
Its important also no the right time to call, if you catch a journo on deadline, it will be a waste of your time and theirs.
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