Those interested in building relationships with journalists need to focus on the basics:
Know a reporter’s beat. These can change, but do your homework.
Give something substantive. Provide information or a perspective not found elsewhere. Point out deficiencies in conventional wisdom—or your competitors.
Use a fact sheet.
Include the peg. Every story has an arc. Hitch a local story to a national trend.
Personalize the e-mail. Here’s a great post about a broadcast service and why creating your own lists can be more effective. The same blog, Bad Pitch Blog, had an example of a good pitch.
Hear what Chris Brogan author of Trust Agents had to say about pitches.