Tip - Who, What, When, Where and How

In your PR pitch give the answers to all the above mentioned questions. However, if you feel there is some critical information which you wish to keep secret, yet answer it such a way that your secret remains with you and at the same time the journalist gets the feeling that your story is tangible and shall make the journalist publish your story.

Make sure to keep it a story but not promotion of your product or services or else you may fail.