so treat them as such!!!

It seems PR specialists have a 'holier than thou' attitude towards journalists. (Since their product is just so much better than the news of everything in the world.) Journalists are not disposable puppets to push products on. They are skeptics yes, but your huge link to the public! Besides, being a friend could lead to great benefits, and the greatest benefit: trust.

When writing a press release, be friendly and write in AP style! You'll be more likely to get your piece in the media. Throw in a story once and a while! Press releases start to sound the same old same old after a while. If you make it original, unique, interesting, it will be more likely to publish.

Journalists are curious people. They want to know what your product is about, so tell them! Arrange a meeting over a bagel and coffee and pitch them your story! Make sure you know the answers to the hard questions, or they'll be sure to smirkingly write about your stuttering failure over coffee. Don't just jump on your product either. Start with ice breaking questions about their lives. Act interested because if everything goes well, you have the potential to create your best friend who just so happens to be the head writer who writes all your press releases in the future because they trust you.