High Road Communications

We all know traditional pitches don’t always hit with the regularity they used to and it’s becoming increasingly challenging to routinely convert press releases into press.

But this isn’t necessarily a bad thing. In fact, it’s been good to see many PR pros shocked out of their comfort zone.

Landing the perfect pitch has always been about focusing on the right media. Today, we’re also hip to the fact that not only does the Internet now drive the news; it holds major sway in setting the agenda. With this in mind, successful PR must shift away from the “one size fits all” media list and towards specific, targeted communications that caters to traditional and non-traditional media alike.

Developing that perfect pitch every time was always destined to be an evolving process.  The new media landscape is making people more vigilant in tweaking and fine-tuning that tasty news angle that is as irresistible as it is timely and relevant.

Indeed, understanding how best to leverage this changing PR landscape is often the difference between a media hit and an editor telling you that your latest pitch was not worth their time.