"Hi - I hope this email finds you enjoying the sunshine."

How many PR people start their email pitch to a journalist this way?  A lot it appears.  And it seems to really annoy them. 

It begs the question just how many PR people have spent time, however fleeting, in a newsroom? Do they really understand how time-pressed journalists really work.

I am one of the early graduates of a PR degree (back in the early 1990s) and our studies looked at law, design and communication theory - which like algebra at school was immediately forgotten. 

Not once was time spent talk to or meeting journalists.  My own studies were supplemented with a weekend shift for the Sunday People and various freelance roles. 

It appears that not much has changed. 

There is, of course, much more to PR than media relations - but it still plays a large part of our role. It is a skill we need.