I just participated in a panel on this very topic. The takeaways were to know who you're pitching, build a relationship, and be honest and succinct. If you have

I just participated in a panel on this very topic. The takeaways were to know who you're pitching, build a relationship, and be honest and succinct. If you have a good product relevant to that publication's readers, a good news editor or writer will pick up on that.