Reporters, editors and producers are busy people. Full schedules and even fuller inboxes make it very hard to get their attention (One of my media contacts told me she gets 100 press releases every day….EVERY DAY!) You’ve got to be strategic.
When pitching a story to a media contact, you want him/her to be madly in love with your idea; not just mad. But when you do things like include attachments, neglect to do your research or ignore deadlines…you might as well send the email directly into the trash yourself and skip the middleman.