Getting positive attention for your business via mainstream media is great! That's why organizations spend so much money on PR agencies and staffers.
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.
Media outlets work at rapid pace, constantly striving to publish the most relevant and newsworthy content. 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.
Regular readers of my blog know I call this approach Newsjacking which is the subject of my most recent book.