Business development (any sales function, actually) is a lot like dating. Or hooking up. Or whatever the kids call it these days.

At the individual-practitioner level, are two basic approaches to media relations; most people bias into one camp or another, and understanding the pros and cons of each can help you pitch better (if you work in PR) or get better results from your team (if you manage the PR function).

I wrote this about 15 years ago and came across it while cleaning out some files. It’s a quick guide for those who have been through media training but who, right before a big interview, could benefit from having the basics repeated.