That same period saw me making late-night runs to Logan Airport, where the very last FedEx pickup happened around midnight as I rushed to get five boxes of press kits—which we’d been stuffing that evening—to Las Vegas in time for the opening of NetWorld + Interop the next day.
Inevitably, we’d outsource the press kits, receive them in the late afternoon, and discover all too late that a page was missing, so we’d take them all apart and redo them ourselves.
I can’t remember the last physical press kit I’ve seen or the last fax I’ve sent to a reporter. Today, our addiction to email and social networks has fundamentally changed the way in which PR professionals connect with reporters.
We used to call pitching “smiling and dialing” when I was just out of college, but caller ID put a quick end to stalker-style PR. And that is a good thing. It means that relationships, research, and quality content matter now more than ever.