There are specific pitching tactics depending on the type of media you are targeting; there are also best practices that apply to media categories across the board, especially when your media relations efforts are based on reacting to a crisis or doing damage control. In essence, it all comes down to knowing whether to speak now, or to forever hold your peace.
"Not all media is good media," says Jon Sullivan, executive publicist/external communications for Aflac (winner of PR News' 2008 Platinum PR award for the financial communications/investor relations category; see PRN 10-06-08). "Be prepared to be selective about spokesperson access, and endure the possible consequences, in exchange for an outcome that is favorable overall. Oftentimes the medium, though it might be substantial, is not the appropriate forum for the message. It is wise to consider these factors when determining what publications are desired and those with whom you are better off bypassing."
For more on this topic, see the March 9, 2009 issue of PR News.