I agree with Mr. Eggerston, leads are just as effective as PRs (especially if you work with a big wire service like PRNewswire or something similar which makes the pitching process easier).

Interesting suggestions. I particularly like the idea of creating lists and offering visuals. With the increase in non-traditional publishing (like blogs), putting some downloadable content on your website is a good idea too, so publications can grab your company logo, photos and other info off the site directly.

Pennie is right about how busy most journalists are, so I agree you should do your homework before sending stuff out.

For a pitch, you don’t necessarily need a press release. If you want the publication to consider an article about your company’s products or services, or including your representative as a source for a broader article, you’ll probably do better sending a short pitch that lays out the potential story. If the reporter thinks it’s a news release that dozens of other reporters are also receiving, they may be less likely to jump at the story. (Exclusivity is important to journalists.)