Building a mutually beneficial relationship with journalists is arguably the biggest challenge for a PR professional. In a perfect world, emailing a story pitch about your business should be enough to connect with a journalist. Unfortunately, we don’t live in a perfect world. In the real world, where we live, journalists are busy and their inboxes are probably always inundated with pitches. So how do PR pros ensure that they make the cut and grab the attention of journalists? Here are tips that will help.