No, this isn't a take on the NRA or a swipe a the gun-toting among you. Rather, it's a modest proposal for targeting your media outreach instead of spreading your efforts too thin. In this piece for the fine folks at ExitEvent,I suggest using a pitch instead of a news release. BTW, Exit Event is a fantastic resource for anyone who's starting a business or running a high-growth enterprise, and anybody who wants to invest in or work for one.

You don't need a news release
Try pitching instead
by Margot Carmichael Lester

Pssst. Over here, behind the newspaper. I've got a tip for you: you don't need to send out news releases to get coverage. Seriously. But you didn't hear it from me.

Most PR people will brand me as a heretic for letting the cat out of the bag. But the fact is, you probably don't need a press release to get the ink you so desire. Even in these days of dramatically reduced news staffs, hardly anybody but content-aggregating sites and distribution services run news releases as written. So the time and money you spend wordsmithing your prose to death is pretty much wasted. Save your time and send a pitch instead.

These shorter forms – some as little as 100 words – are news releases' "just the facts, ma'am" cousins. Instead of window-dressing, they contain the most elemental information along with some context.

Click here for tips and examples.