Question: I’m looking at various editorial calendars. I’m curious, how soon do writers want to hear from PR people? For example, WSJ’s May 29 issue will focus on healthcare. When should I pitch them about our healthcare focus? T2 weeks?

 

Dan: I’d pitch them early and often. But I’d use different messages, of course. If you pitch now and don’t get a positive response, you have time to try another angle. Don’t pitch the same angle twice. If they aren’t interested, then no answer is an answers.