
64 brilliant PR
A wise tactic when pitching your story is to draw up a wish-list,
starting with the publication or media outlet you would most like
to get your story into and ending with the one that is least likely
to be of benefit to you. Target the publications one at a time and
offer the top-tier publication the story exclusively. If they come
back and say no, you can take it to the next publication on your
list, and so on.
If a media outlet agrees to run your story on an exclusive basis,
honour that agreement and do not tout your story elsewhere
until after it has appeared in the publication you have prom-
ised it to exclusively. If you ...