Earlier this year I overheard someone say regarding pitching journalists, “Public Relations is just expectation management,” and that could not be more true. However, it’s becoming more challenging as a public relations professional, especially in the B2B tech space, to manage expectations in a consistent way. It seems the tactics to get coverage are changing constantly. Is it due to the COVID-19 pandemic? Perhaps partly. But, according to Cision’s 2021 State of the Media report,
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