Pitching Your Business to a Journalist? Here's What Works.Yes, a pitch can lead to a story -- you just need to know how to get our attention.

Entrepreneurs often ask me if publicists'pitchesreally lead to stories. Journalists don't like answering that. When we bite on a publicist's suggestion, we feel like we aren't doing our jobs -- that rather than hunting down a great yarn, we just ran with what fell in our laps. But the honest answer is: Yes, sometimes a pitch works. And I'll tell you the background from one such story in this issue, so you can see how it happens.

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