But you should be well prepared. The trick, if you want to call it that, is putting yourself in their shoes. You are a happening band, coming to their rescue. Remembering that you are doing him or her a service may help take the sting out of those cold calls. Plan your work, and work your plan.
Music writers are busy.
Newspapers and local magazines need to have your promo kit at least three weeks before the issue hits the street. Magazines need your info two to three months ahead. Do your homework. Make sure that the publication buys what you're selling. Don't send a rock promo kit to a classical music editor.