The advice here is good but it really varies by journo/outlet<p>I was a mag technology writer at Forbes, then a dot com guy, and now help run the website. If anyone wants to talk about how to approach journalists (no pitches please) just email me w/your HN username and I'm happy to help talk through your ideas: taylor.buley@gmail.com
One question: It sounds like the author is advocating changing around your story to get as much coverage as possible, ie. saying how gift cards are bad for the environment when in fact it wasn't necessarily something they thought was central to their product.<p>What effect does this have in terms of credibility? If a particular company says one message and then says another message a few months later, just to get press, wouldn't that tend to decrease overall credibility, even though it may increase exposure?
Great post, thanks guys, we've been struggling with the exact same thing. I hadn't thought about calling them- I can see how that would significantly increase the response rate.