It's inadvisable to send pitches to outlets and journalists unlikely to cover the story. Journalists like to see that projects have done their research and send them the types of stories they might actually cover. This helps projects foster positive long‐term relationships with journalists. The “spray and pray” approach of sending a pitch or press release to as many journalists as possible, regardless of the match between the pitch and what the journalist has covered historically, doesn't work nearly as well as doing the research and cultivating long‐term, mutually beneficial relationships.
