t AHA, we take pitching seriously and go through the AHA Pitch Process to develop a pitch. That means that the pitch has to be short, catch the attention of the journalist quickly and keep it, and provide relevant facts, stats and other information that showcases the news value. We pitch it to each other on paper, in person and on the telephone before any pitch leaves the office. We role-play as PR media relations and reporter, asking the tough questions that a reporter would ask.