1. BE BRIEF. JOURNALISTS ARE ALWAYS ON DEADLINE & THEY RECEIVE 100 PITCHES EACH DAY. GET TO THE POINT; CUT THROUGH THE NOISE. PUT TOGETHER A DRAFT COPY OF THE STORY AND BULLET POINT THE KEY INFO.

2. USE VISUALS AND A CATCHY SUBJECT LINE. NOT ONLY ARE VISUALS MORE CONVINCING, THEY MAKE JOURNALISTS' JOBS EASIER BY PROVIDING ASSETS THEY CAN USE IN THEIR FEATURE.

3. CHOOSE THE RIGHT JOURNALIST & KNOW THEIR NAME. YOU CAN RARELY SALVAGE A NAME OR PUBLICATION MISTAKE. TAKE THE TIME TO PERSONALIZE YOUR PITCH SO THEY KNOW IT'S NOT A COPY-PASTE MESSAGE.

4. NO BRIBING, HOWEVER YOU MIGHT FIND OUT IF THE REPORTER HAS A VICE ... LIKE CANDY OR CAKE! NO MATTER HOW WELL-INTENTIONED, YOU SHOULD NOT OFFER SOMETHING TO A JOURNALIST IN EXCHANGE FOR COVERING YOUR BUSINESS.

5. NEVER EXAGGERATE. ANYTHING YOU OFFER SHOULD BE SOMETHING YOU CAN ACTUALLY DELIVER. GET A JOURNALIST EXCITED WITHOUT USING HYPERBOLE.

6. REPORTER'S AREA OF COVERAGE IS REFERRED TO AS THEIR "BEAT". MAKE SURE YOU'RE PITCHING THE RIGHT PERSON FOR YOUR INDUSTRY.

7. BE READY AND KNOW THE EDITORIAL CALENDAR FOR THE ENTITY. IF A REPORTER WRITES BACK WITHIN A DAY AND TIME THEY WANT TO INTERVIEW YOU, YOU DON'T GET TO "RESCHEDULE"-- MAKE IT HAPPEN.

8. A REPORTER'S NOT GOING TO REPEAT A STORY JUST TO INLUDE YOU. USE THEIR EXISTING ARTICLES TO INSPIRE IDEAS FOR YOUR OWN PITCH.

9. IS YOUR STORY RELEVANT? CREATE YOUR PITCH AROUND SOMETHING PEOPLE ARE ALREADY TALKING ABOUT.

10. THICK SKIN REQUIRED. YOU'RE GOING TO HEAR "NO" A LOT -- KEEP GOING.