The only way for PR professionals to know how effective they are at pitching is not necessarily to see how often their pitches get picked up by the media, rather to directly ask the journalists they are pitching. Sometimes a PR professional can throw the perfect pitch, but the journalist just doesn't have the time, space or ability to commit to the story.
But as Pogue illustrates from a journalist's point of view, there is a need for pitches to be unique and have newsworthy elements. Just because you think your pitch relates to something that will interest the general public, doesn't mean it will interest the media. PR professionals have to assume that the journalists they are pitching have been previously contacted about something very similar to what they are trying to sell.
And Pogue is absolutely correct that pitches and press release not only have to be clear and concise, but also unique and interesting.
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