Once upon a time, the only tools you needed to get your newsworthy announcements and stories publicized were a press release and an email or phone call. Editors and reporters were one call away from hearing your pitch and developing it into a story. Now, modern communication devices allow us to reach media contacts in tons of news ways. This, combined with the rise of blogging, YouTube and other influencer channels, makes being creative and compelling in your outreach much more important. How, where, when and to whom you decide to pitch your story and product/service can literally make or break a successful public relations effort.