The first step in good media relations is not annoying journalists. Ignore this step, and you risk being yet another PR faux pas in an email chain. Start with Relationship building. Yep, just like they told you at uni, networking is the real deal.
Successful pairing between a client and agency is built on trust, two-way communication, mutual respect and a degree of openness. Without these qualities, you run the risk of receiving strategies based on miscommunication, and that is not the way to get value for your money.