The Internet has, without question, provided more opportunities and better communication between the media and business owners. However, it has also encouraged an onslaught of press releases for which the media simply can not keep up. This means, that you, the business person must either deliver press releases so compelling that they will shine through the proverbial slush pile, or find a better approach for reaching your target editors or producers.
For the very same reason that the personal approach works so well on the Internet with consumers is the same reason it works well with editors and producers. Press releases are without a doubt the easier route. Simply write and click send then sit back and hope someone with a valuable title will notice. The hard truth is that getting a press release noticed is becoming more and more of a challenge. Unless you happen to like standing in a very long line and hoping an editor will dig through a very deep slush pile to notice your news, may I suggest a more direct, successful approach to garnering press space? The pitch.
The pitch requires a little more work, research, and preparation but also nets better results. The...
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