Seriously though, is traditional PR pitching as ancient in practice as handline fishing or rain dancing? Ultimately, that’s up to the individual PR practitioner to decide, but if you’re reading this and nodding your head up and down in agreement, you might have a pretty solid argument on your side. Think about it—the days of traditional media couldn’t be farther behind us.

Though your parents might still enjoy the smell of a crisp Sunday paper hot off the press, more than likely, you and your peers have taken to subscribing to engaging blogs, following popular publishers on social media or even, heaven forbid, browsing about on BuzzFeed, every now and again.

Public Relations Is Changing

As far as widespread media and the creation thereof is concerned, the truth of the matter is that things will probably never be the same. Needless to say, PR people have noticed this and are adapting their strategies to account for the drastic changes that’ve taken place.

On a positive note, PR professionals are now—more than just about any other time in the history of media relations—able to not only handcraft a message, but share it with a specific target audience. For those particular PR professionals with serious micromanagement issues, this news couldn’t be more exciting.

In fact, speaking of the current day and age in which PR pros now pitch less than ever, said Matt Krayton through PR Daily, “Social and new media have made it increasingly easy to put your unmitigated message in front of your audience, so in many regards, it definitely cuts down on the stuff you would typically think about pitching to reporters.”

Pitching Remains a Constant of PR Success

Not so fast. Now before you and your staff parade through the hallways of your specific agency burning the very media lists you’ve spent innumerable hours perfecting, note that there’s one massive issue with third-party publishing, social media promotion and owned blogging: power through credibility.

Ya see, the real beauty behind PR has never purely been about getting the word out; moreover, about the validity of what’s being presented. Whether reading the latest edition of Time Magazine in its archaic, tangible form—complete with hieroglyphics, mind you—or preferring to have each and every issue digitally delivered to your inbox, the power of proper media placement is very much the same.

The end result is almost always an increase in believability. Listen, advertisers promote through interruption, whereas PR specialists let their message do the talking for them. Without pitching, this kind of image-building magic is substantially more difficult to bring about.

Simply put, the nitty gritty of PR is built upon the relationships that are continuously being forged between publicists and the journalists who, in return, both loathe and love them. While a variety of do-it-yourself publishing agents, social media channels, and blogs certainly make the job of a more enjoyable one, with more information being consumed than ever before, the value of the pitch—and the subsequent trust an audience gains from a knowledgeable source, for that matter—are still of the utmost importance.

* Image Credit: Pixabay