In his roles as a successful blogger and an executive at Ogilvy, Rohit Bhargava works on both sides of the public-relations equation. The juxtaposition gives him a unique perspective on how the worlds of PR and media relate to one another, and he used a recent post, "What All PR People Should Know About Journalists," to give some pointers like these:

Journalists spend their days separating newsworthy items from hyped-up non-stories. They won't be fooled if you try to make something sound more substantive than it actually is—especially if the story is of no interest to anyone outside your company. In other words, says Bhargava, "[D]on't bother with the press releases about hiring your new VP of Sales that no one has ever heard of."

They want more than facts and figures. Attract reporters with an interesting angle that frames your story in a compelling way. If a pitch doesn't grab their attention, why would their readers care?

They work with people they trust. If interviews fall through and supporting materials don't arrive when promised, you'll not only annoy a journalist, you'll likely jeopardize her deadline. "Burn a reporter once and you'll be fighting an uphill battle the next time," he says. "Have it happen twice and you may as well give up any hope of placing a future story."

The Po!nt: Get into a journalist's mindset, and then throw your next pitch.

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