The pitch that cried wolf: Don’t send ‘vapor news’

“In a world of instant communication and shrinking inner circles, a PR person who cries wolf with a few off-the-mark pitches is blackballed [by journalists] in a hurry,” said Richard Laermer of Bad Pitch Blog . “There’s nothing the media dislikes more than vapor (a non-story), so don’t pitch it.” Laermer insisted that vapor works only rarely. So, if you’re not sure of a pitch’s newsworthiness, sit on it—don’t send it out, yet. “Being impor…

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