Your worst PR pitching nightmare: getting stuck between your client, your boss and the media with a story that remains overlooked. There is no magic trick that lets you get every story in all the media all the time.

But there are a few factors that make the road to success easier. Two pro pitchers will walk you through eight steps to make the best of it (and remain friends with all parties involved in the process).

Pro pitchers

• Jean-Yves Daxhelet (Interel)
• Jan Van der Cruysse (RCA)