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For Immediate Release by Ronn Torossian

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| CHAPTER 6 |

GETTING OUT IN FRONT

Capturing Media Attention

“The history of PR is . . . a history of a battle for what is reality and how people will see and understand reality.”

—Stuart Ewen, author and historian

Everybody is a journalist now, and we’re all in public relations, as noted earlier. Everyone with a smartphone, a Facebook page, or a Twitter account can “report” from the street, the boardroom, or the PTA meeting. What does that mean? It’s complete chaos out there. Getting noticed is both easier and more difficult than it used to be. The right of entry used to be via blue chip birthright, a degree from journalism school, an internship at a newspaper, or an apprenticeship with scrappy newsmen, but no more. The barn door is open, and ...

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