The executive who was interviewed, Peter Shankman, "founded a company called HARO (Help A Reporter Out) which did “matchmaking” between reporters and sources, helping the reporters to find expert commentary without taking the time to cut through the muck of blind PR pitching."
If part of your job is trying to get journalists to cover your news, you might want to heed Shankman's advice. His first comment was not to pitch "news" that isn't very newsworthy. If someone asks you to do it, say no. The rest of his advice boiled down to this:
That all seems basic, but I've seen many PR people who don't do those things. Don't be one of them!