In the olden days, or at least as long ago as 2005, the formula was simple: send out a press release to journalists and follow up with a phone call. Play it right and you’d see your client’s name in print. Timing and context were essential, plus the strength of your story, and the depth of your relationship with the journalist.
What’s changed? Very little actually. A good story presented to the right person at the right time will still be passed on, but the mechanism of presentation is completely different.
We no longer deal in press releases, but in the essence of an idea. And the “right” person is no longer necessarily a journalist, he or she is just as likely to be a blogger, a vlogger, a Viner or a Pinner. Or something else entirely. Or a mixture of things.