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.

It may not be as whimsical as raindrops on roses and whiskers on kittens, but I do have a list of my favorite things I’d like to share with you.

There’s a better strategy than divide and conquer. In the reality of today’s hypercompetitive content and media landscape, both teams need the other to succeed.

I love sharing in the excitement that comes with winning placements. But I’m concerned that too many media relations pros are still putting all their eggs into the pitching basket.