Every so often, I’ll be offering some tips on what NOT to do in a DIY PR campaign. Here’s PR No-No #1: Pitching off topic

This is common sense, or so it would seem, but you’d be surprised how frequently this occurs. You have to know — inside and out — what you are pitching and who you are pitching it to. Don’t pitch your “law of attraction” approach to business performance to a button-down, conservative business journalist. Find the media outlet that will be receptive to your expertise. It’s key to building valuable relationships with journalists.