Regardless of what you have been told or taught something that you need to realize about PR people is that they have to be great sales people if they want to be successful and the truth of the matter is that there are not very many PR people out there who are great sales people. The reason for this is that they actually have to place cold calls to numerous reporters and other media personnel. With this cold call they have to make a pitch to the reporter or other media personnel which can actually be rather terrifying. Something that you need to keep in mind when making your pitch is that reporters and other media people can be down right rude when you call them regardless of how prepared you are so before making these calls you want to try and develop some kind of thick skin. The thick skin will actually help you to deal with the rejection you might have to face if your pitch doesn't go through.