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.
I've teamed up with HubSpot (I'm on the HubSpot advisory board) to offer a free excerpt of Newsjacking.
I'm also holding a Twitter chat about Newsjacking Thursday December 20 at 2:00 pm ET. You can join me by using the hashtag for the chat - #inboundchat.
If you haven't read my Newsjacking book, here is an opportunity to download a free excerpt. Learn how to transform your PR from outbound to inbound.