When PR execs contact Crain's BtoB senior reporter Carol Krol, they better make sure their pitches are straight and on the inside -- lest they get a dose of their own
medicine. That's because Krol covers the direct marketing/e-mail marketing companies that contact people either via the phone or online with the hope that they'll sign on for XYZ
product and/or service but more often get an unruly hang-up or a zapped e-mail. It's not unlike PR folks contacting reporters with the hope that they'll show interest in their
pitches. Krol has a few recommendations for PR people looking to get ink in the monthly BtoB: