I've spent the last week worried about a long-planned trip to New York City. Hearing about the pending Hurricane Irene messed up a schedule I had organized. But I needed to be in New York for an engagement on Monday.
I've said many times that the best way to reach reporters is when they are looking for what you have. It's real-time communication with reporters when they are working on a story that gets you (or your clients) into the news.
For companies seeking media coverage, the conventional method relies on the PR team to spend a week drafting a press release that is then vetted by management and legal counsel. Weeks later, once the release finally gets distributed, PR staffers work the phones to plead with...
What was once a predictable twenty-four-hour news cycle driven by the evening television news broadcasts and daily newspaper production deadlines is now an always-on, real-time, constantly evolving flow of news from thousands of mainstream sources.