Whether you are a PR or own a business, the rules of social media marketing apply equally.
Massive pitching does not work anymore. Journalists are looking for PRs who are relationship builders and willing to make their work easier.
Members of the media often are under a lot of pressure to produce tons of content, so you have to contact them for the right reasons.
"The takeaway is understanding reciprocity. How can you help the reporter out? While these ideas have always been true, there are now more ways for you to do a reporter a solid before you need them."