Recently, one of our good friends, ESPN.com Freeskiing contributor, and Tele Freeskiing World Champion, Megan Michelson, posted some recommendations for PR Pros on her blog. Megan previously worked on staff for Outside magazine and Skiing, so she knows a good pitch from a lemon. Not only does her list provide some comic relief, but it is also very true.
Here is a list of highlights from her post.
2. Don’t start your email talking about the weather, the changing seasons or some other cliché attempt at being conversational. Get straight to the point. If you know the journalist personally, then a personalized note is always welcome, but if we don’t know you, we probably don’t want to make chitchat.
I am so guilty of this one. Sometimes I forget that just because I live in a town where the every move you make depends on the incoming storm systems and snowfall, doesn’t mean that everyone else does. My apologies, Ms. Michelson and everyone else who has ever gotten my weather greetings.
Regarding number 10: Know who you’re pitching – know what kind of readership that magazine targets and adjust your pitch accordingly. If you’re pitching a snowboard to a ski magazine or a $5,000 fur-lined suitcase to a discount travel mag, the editor will assume you’re bad at your job and we’ll be less likely to reach 
out to you in the future.
Megan, I just want to know where I can get one of these supposed fur-lined suitcases. Send that PR persons info my way. Mama needs a brand new bag.
3. Get to know journalists. Invite us to do stuff. Find out what we like and use that to your advantage.
Also found on Megan’s follow-up blog “Top Dating Tips for PR Professionals.”
15. Think beyond the product. We’re looking for good stories. Interesting people, bright ideas, revolutionary inventions, companies making a difference, controversies, events, breaking news. Give us insight into the brand and the people behind it. Tell us about your client’s most interesting athletes, retailers, designers, janitors, founders. For most journalists, writing about gear or product is something we have to do, but what we really love is telling stories about people.
This one is easy when you work with over 30 brands made up of some of the nicest, funniest, most hard-working, bike-riding, downhill-shredding, adventure-racing, really-fun-to-drink-a-beer-with folks. 
Click here to read Megan’s full list.