How to be one—or ten—steps ahead of cynical journalists

Good journalism requires skepticism, even cynicism, which means PR pros need to prepare themselves before speaking with a reporter. “You need to be one step (or ten) ahead of [reporters],” Richard Laermer wrote on the Bad Pitch Blog . “Play ‘devil’s advocate.’ What are the first questions you’re going to get? What are the questions that will make you uncomfortable, or that you don’t have an answer for yet? You need to find the holes before the reporters fin…