It's All in the Pitch

Everybody listen up! The Publicity Hound, Joan Stewart, makes an important point in today's newsletter, which you can subscribe to at http://www.publicityhound.com.

She says: The key reason you write press releases isn't to get the great big stories we all love. (You get those by delivering a customized pitch.) Instead, we write them primarily to pull traffic to our websites.

Beware of PR professionals whose media strategy begins and ends with "writing and distributing a press release." It's the pitch, not the one-page, double-spaced primer on your news that will get you the coverage you covet. So find a pro with media contacts, media know-how and media savvy. That's how you'll get the story!