PR Week has published the findings of its Hacks versus Flacks survey.  Unsurprisingly, journalists do not think too highly of PRs.  It was ever thus. 

What is surprising - and surely inexcusable from the PR trade - is that journalists believe that PRs do not read or understand the titles to which they pitch stories. 

All PRs should read, and then read some more.  It takes time, years often, to build a good network of contacts.  It takes just minutes to familiarise yourself with a newspaper, magazine or website. 

Think, read and then pitch.