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The Perfect Pitch

Ever wonder how to grab a journalist's attention?

This story appears in the October 1998 issue of Entrepreneur. Subscribe »

He doesn't advertise his business. He turns away nearly every Fortune 500 company that comes calling. He works with clients only if they agree to work on his terms. In many ways, Roger Abramson flaunts conventional wisdom--which is precisely why he caught our attention.

OK, I'll admit it: As a magazine writer, I'm on the receiving end of more pitches than the Seattle Mariners' Ken Griffey Jr. Public relations professionals really do have a hard time grabbing my deadline-stressed attention. How did Abramson's PR folks pull off the feat? Ironically, their primary selling point was this 31-year-old office furniture distributor's anti-sales approach.

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