It's a two-way street. Help them, and they may, one day, help you. People who beat around the bush and don't get to the point are also time-wasters, tipping off the editor that they're not so confident or comfortable doing what they're attempting to do. Ironically, as I write this, I was interrupted with a phone call from one of these folks. At least they're clear, focused, direct, and not out to sponge up precious time.
Naked honesty goes a long way in building trust.
Read the pub and make a 30 second case as to why you should be covered. Help them, or offer to help them. Done well, PR can be more effective than paid-for advertising.