Relationships involve knowledge. In the case of media relations, the PR practitioner should know something of the journalist’s interests and the publication’s style. No knowledge is no good.
How do you gain this knowledge, beyond reading and watching all you can? Journalist Chris Edwards thought it odd that a press release distribution service would ask for his qualifications. Is he quite up to our press releases? (Link noted via Mutually Inclusive PR.)
Tip to practitioners: check out a journalist’s blog (and aim to keep out of it…) And make good use of Google searches.