A question I often get asked about approaching the media is, “do I send the same pitch to everyone?”

The answer is, it depends.  I think there are two different ways to approach the media to get publicity:

1.  One Size Fits All – in this approach you write one document or media pitch, and send it out to everyone on your media list whether you have hundreds or even thousands on your list.

An example of when to use this approach is if you have a story tied to a particular timing, like “Earth Day”, or want to be a journalist source on a breaking news story (an estate planning expert commenting about Michael Jackson’s death and what it means to his family).     Read More→