Reporters STILL hate PR spam and irrelevant pitches.
The press release is still important.
Print journalists are no longer breaking news.
Pitches with visuals go to the front of the line.
You are not my friend, you are my resource. This is old news but it bears repeating. The best PR professionals are not the ones who make friends with the reporter, but those who act as a resource.
Multitasking reporters. Print reporters are increasingly arming themselves with video cameras, and training to take good video footage. So make sure your spokespeople comb their hair for an interview.
Keep it simple.