Because of the fact that you are going to have to place cold calls to members of the media in order to sell your pitch you are probably going to face rejection more than once. The people who are good at PR know that they can actually take that first rejection and turn it around to use it to their advantage, but people who are new to PR may have not developed this kind of strategy yet. Basically what you are going to need to do is to create some kind of a strategy to help you break through those media barriers. But in order to develop a good strategy you are going to need to have a deep and through understanding of your client and what they are trying to do, basically what kind of a message they are trying to get out so that you can develop the perfect pitch.