But the old "outbound" approach - sending a press release or PR pitch to hundreds of journalists via email doesn't work so well in a world of instant communications.
The new way to reach members of the media uses "inbound" PR - creating content that journalists are looking for as they write breaking news stories. I call this technique Newsjacking
I've teamed up with HubSpot (I'm on the HubSpot advisory board) to offer a free excerpt. If you haven't read my book, here is an opportunity to download a free excerpt of Newsjacking. Learn how to transform your PR from outbound to inbound.