From Fast­Com­pany: While everyone’s busi­ness has been forced to change in this 247 always-on, mobile world, we as PR prac­tioners (and here I am as guilty as anyone) still tend to release news according to our schedule and timing, not that of the media. Like glad­handing politi­cians, we knock on jour­nal­ists’ virtual door fronts with our campaign liter­a­ture (that is news releases) in hand, asking the media to endorse us by writing our story — not their story. Scott asks a simple but insightful ques­tion: What if you reverse the equa­tion, and instead of reaching out to jour­nal­ists on your schedule, get them to find you? · Go to Trans­forming PR for a mobile world →