I strongly agree with Gary on the changing PR landscape. I embrace my role as an adviser to my clients, not a canned pitch writer. I highly recommend that you interface with journalists and bloggers in the places where they prefer to meet and get to know you, nowadays that is via social media more times than not. As a business owner, it’s in your best interest to humanize your communications with media, bloggers and industry influencers. Provide resources, jump in and help your contacts from time to time. Get to know them way before you need them to help you tell your story. Become the face behind your brand.