When pitching your story to the press, there is something important to keep in mind: if you want to get the attention of the press, you have to think like the press.

In the 20+ years I’ve been in public relations, one of the most difficult elements of the game to teach clients is that the press is not a service organization whose sole purpose is to cover what PR people pitch them. Their business model is simple; they exist to inform and entertain their readers, so they can grow their subscriber base and sell advertising against those numbers.So, if you want to participate in the “press game” it is vital to recognize what wins the press loyal readers and increases their circulation…and then help them to do it!  Step one is to get together a power-packed pitch.  Read more →