Pitching the media doesn’t work.

That’s because you’re sending unhelpful press releases to thousands of media members at a time.

You don’t know their audiences.

You don’t know their interests.

You don’t know them.

Instead of pitching, build relationships with the media.

Learn their topics, their audiences, and their taste for new story ideas.

Communicate infrequently, and always with great value specific to their needs.

Let them know you are there when they need you — and, as a former Chicago Tribune technology columnist, I know from experience that they will need you sooner than later.

Instead of pitching the media, help them.

Build relationships.

They’ll pay you back in spades.