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The “wishes” that jumped out at me: Journalists are looking for relationships with experts who they can use as sources on an ongoing basis—so while it’s important to have a story to pitch, it’s just as important that you lead with people that they’ll want to call for a quote 2 days, 2 months, 2 years down the line. It’s really tempting to say “I know you write about digital, so here’s a story on mobile as a trend,” because mobile IS a trend.

But it’s also a trend that’s been done by just about everyone.

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ready to go that a reporter could run with and truly make their own.

Just as you’re trying to get your client coverage, they’re looking to stand out, too. Don’t base your “custom, tailored” pitch on one 140 character blurb you gleaned off the journalist’s Twitter profile.

The answer was almost always no, which meant these platonic first dates were almost always wasting my time.

You will eventually find yourself in a scenario similar to the ones I did, if you haven’t already: you’ll meet a girl an order of magnitude more attractive than what you’d consider "in your league," and you’ll feel compelled to change your approach.

Last month, Elizabeth Yekhtikian, vice president, media strategy at Inkhouse PR, shared insights from reporters at ABC, Bloomberg, Forbes, Fox and TIME on what they’d like to see from PR and communications professionals in 2015.

Though they won’t be shocking to any seasoned professional, the points made bear repeating if you want to make them part of your daily practice going forward.

Podcast: Play in new window | Download Jordan Harbinger is an American lawyer turned Social Dynamics expert.

He is the owner and co-founder of The Art of Charm, a dating and relationships coaching company, the co-host of Pickup Podcast, a relationship advice and social dynamics talk show, and the co-host of Game On, a Sirius XM Satellite Radio talk show devoted to the art of meeting and attracting women.“Fortune favors the prepared”1.

If you’re trying to build a relationship and present a story opportunity as something you KNOW they’ll want to write about, you need to dig beneath the surface and understand what they do write about, what types of brands and experts they use as sources, their most recent stories (ask yourself: am I pitching something really similar to something they’ve covered in the past–but not similar to a piece that ran as recently as two weeks ago?

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