Too Long; Didn't Read
Craig Kerstiens, a product master at Citus Data, tweets about PR from the perspective of a non-marketing person. He says being in the media is a job. Give them reasons to listen to you. Establish your bona fides. Help them accomplish their goals. Know your data well and have it down. Be able to answer questions about your company and market off the top of your head accurately. Know the 1–3 points you want to get across. Be willing to take the time to do that instead of pitch your agenda. Be available to provide background info and color color for their articles.
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