Media relations has never been easy. Building 1-on-1 relationships needs to be balanced with getting as much “ink” as possible, and the two priorities often conflict. Not to mention, putting to bed old-habits that no longer work – such as the tendency to mass-pitch – is a hard proposition to ask of pros who have been doing it for a long time. There’s also the pain of easily tracking and optimizing performance of outreach efforts to get the most wins per pitch.
