“Your credibility and your truthfulness is all you have, so never
lie to a journalist. While there may be occasions where you can’t give
them the full situation, do not lie or distort the truth to win a pitch. Your
reputation and effectiveness will be limited substantially and it will reflect
poorly on your client. If you’re going to be effective in pitching a
journalist, remain honest and do your research. Check out samples of their work
to understand their beat, the publication they work for and the kind of stories
they write about. Pay attention to what they do, remain credible and don’t
waste their time.” - Henry Feintuch
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