Journalists and PR pros share 10 wishes for the year ahead

While it’s not “peace on earth,” anything that helps make our respective worlds a better place is a good thing.

Now close your eyes and hope the following wishes make for a wonderful 2013.

1. Make media pitches newsworthy. Just because you have a brand new app doesn’t mean every tech outlet should drop what they’re doing and dedicate wall-to-wall breathless coverage, says PR pro Matt Lacasse. Make sure what you’re pitching is something a reporter wants to cover, otherwise hold off on sending that pitch.

2. Measure what’s important.
 Fleishman-Hillard’s Justin Goldsborough wishes that PR pros would stop leading off or anchoring results presentations with impression numbers.
Instead? Show measurable objectives: pre-campaign vs. post campaign. Did those results affect sales? Behavior? Companies want results, not how many people saw you article while sitting in the dentists’ office.