Stripped down to its core, publicity is little more than one
person persuading another. You, the publicity seeker, must
persuade a journalist that your story is worthy of receiving
print space or air time. Your ability to sell your story to a
journalist is what it's all about.

If you've ever sat with an insurance salesman who droned on and
on, you probably know that simpler is better when it comes to
persuasion. A few choice words, a brief, well-reasoned argument
and a strong close can make the sale. Too much detail, too much
rambling and too much pontification can kill a deal.

When pitching a journalist, the same rules apply,