Your targets are not all reading the exact same publications or attending the same events. (lawyerist.com)
If you can't directly survey the people you are trying to reach, you can gain insight into their language online: Read the same publications or blogs they do; listen in on conversations on Facebook, Twitter or LinkedIn; and use keyword research tools (like Google AdWords or Keyword Discovery) to see exactly what terms people are using in searches. (entrepreneur.com)
Don't send every story pitch to the same publications. (entrepreneur.com)