If you snooze, you lose. Have your virtual antennae up at all times and cultivate a rapport with journalists so you can respond quickly—and with the ideal pitch—to breaking events.
Attaching your organization or a company leader to a news story can grab media attention.
Reporters are always looking for insightful and credible sources to offer background information for pieces on the particular industry and topics they cover. A savvy PR pro knows how to connect their client with a reporter as a story unfolds to maximize coverage potential.
However, a poorly timed pitch will only irk the reporter, who might have been able to use your source a couple of hours prior, but now can only click “delete.”