Kill the Press Release: Pitching Media in a New Media World

Kill the Press Release: Pitching Media in a New Media World

Session Type(s): Training

Starts: Thursday, Jun. 20 12:00 PM (Eastern)

Ends: Thursday, Jun. 20 1:15 PM (Eastern)

The press release was born in 1906, before the internet, mobile phones or television and just 10 years after the invention of radio. Since its birth, we’ve revolutionized the way we communicate. With everyone except media, that is. In 2013, most PR professionals rely on an expensive media database to produce their overly broad pitch lists, then blast that list with a one-size-fits-all message. This training will provide an overview on how to set goals, develop a pitch list without an expensive database and craft pitches that stand out in inboxes.


Chris Cassidy


Chris Cassidy is a progressive communicator in the San Francisco Bay Area. He founded Hustle Labs in 2010, offering creative approaches to PR and social media for do-gooders like EARN, Rebuild the Dream, Loudsauce and the New Organizing Institute, and techies like Lesbians Who Tech, Google and Treehouse.

Cassidy’s published musings about criminal justice, the Middle East and women’s issues at the American Prospect, Ms. Magazine, and the Harvard Law Record. He celebrated Barack Obama’s presidential election from South Dakota, where he directed communications for a pro-choice campaign that year. Before that, he pondered the NY Times crossword puzzle and gardening at Western Washington University, and earned his law degree at UC Hastings in San Francisco. He can only recommend the former.

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