I’ve decided to share some lessons I have learned in my time as a public relations pro. So, without further delay, my first piece of advice is: be genuine.

Say hello. Be genuine and connect with reporters without ulterior motives. Public relations is in a period of hyper evolution and so much emphasis is placed upon the relationship side of things. Social media is, indeed, a PR game changer. More and more mainstream media are on Twitter, for example.

Keep in mind that there’s a human behind that byline. And let those humans know there’s a human behind the pitch as well.