Each publicity outlet is a target

The big mistake that most publicity-seekers make is that they're concerned only with packaging their message, rather than in tailoring it for the needs of specific publications. Each publicity outlet has its own editorial point of view and its own needs when it comes to choosing what to publish. Smart guerrillas decide on a list of specific publications where they'd like articles about their company to appear, and then they study those publications carefully to determine their editorial focus before sending them a press release or a pitch for a feature article. The only way to get magazines to "buy" your bid for publicity is to treat each one as a unique customer and cater to its needs.