[0:04:42] BB: It is. It is. Okay. You mentioned there's something. Oh, for later time, it becomes relevant for you. I'm guessing you don't delete pitches. 

[0:04:52] CM: No. 

[0:04:53] BB: You let them ride. 

[0:04:54] CM: I do, yeah, because I like to go back and search sometimes too. I find my inbox is a really good research for that. And sometimes I saw something a couple months ago and I think now's the time to act on it and maybe there's a source available, an expert available there, so I think it's just valuable to keep them. But I know other people maybe would be driven a little crazy by that. 

[0:05:17] BB: No, it's very common for reporters, I have to say. They use their inboxes as their own personal Google of sorts and go back in there. I want to ask more about that though because it is so common. And so publicists have all had this day, hopefully, where you're like, "Oh my God. That pitch I sent three and a half months ago, they responded right now." You're like, "Why?" And that's because that journalist is going back in and searching. How do you search? What keywords are you doing? Because I think this helps illuminate for publicists what they should always have in their pitch. 

[0:05:47] CM: Yeah, I think it's often the topic for me. I'm not sure how helpful that is. But, yeah, it is often. If they're monitoring trends in the industry that I find that I want to go back to, often, I'll search that way. But sometimes it could be a name. Sometimes it could be a title even. I'm looking for someone right now, I'm working on a story about chief AI officers at hospitals. Sometimes I search that way. 

And I think often in getting pitches, as much of the jargon that can be worked through as possible, especially in healthcare, really get to the point and explain what you're pitching, if it's a device or something. Or I think this happens a lot in healthcare, because in trying to describe something that is kind of confusing or complex, you can kind of just say it's like solution-oriented, or future-proof, or something like that. I don't know what that is. So I'm not going to often go back to those pitches that don't make it clear really what the product is or what you want me to write about. 

And if I have to ask several questions to understand what the pitch is, yeah, I might have time to do that. I would say that would be my point of advice. I guess that's not as much on the searching thing. But if you're pitching a product and you say, I think this is really interesting, I think this is going to change the healthcare industry, I need to really understand what it is from that first email.