I stumbled onto a profound communications lesson when “Old Town Road” broke the record for most weeks at number one – in the entire 60+ year history of the Billboard charts.

Check out the Earned Media Mastery summit. I seriously have no idea how the organizers pulled together so many powerhouse presenters for this event.

There’s a common strategy that stands out among the great media relations pros I’ve observed. They all do this one thing. And most of the people who are struggling to pitch . . . don’t do it.