Journalists vs PR

From Influential Marketing Blog:

What All PR People Should Know About Journalists

1. Your BS is obvious.
2. Timing trumps all.
3. Reputation matters.
4. Features are not as important as an angle.
5. Speed and contactability can make a difference.
6. Peer pitching works.

and

What All Journalists Should Know About PR People

1. Our own client’s time isn’t always yours.
2. Sometimes we have to dump you for a better offer too.
3. Cancellations are worse for us than for you.
4. The angle you’re looking for isn’t obvious.
5. Your promises become our promises.
6. Remember all the great stuff we do for you.

Bonus:

What Reporters Should Know About The Dark Side – 451 Marketing