The structural story of the past decade is that there are fewer journalists covering more beats with less institutional support. The tactical implication is uncomfortable: the pitch that worked in 2018 is now noise.

What still works is the same thing that has always worked, just with a higher bar. Know the reporter’s actual coverage area. Bring a story that only you can tell. Make their job easier, not harder. Be useful even when there is nothing in it for you.

Distribution platforms will keep promising to flatten this work. They have been promising it for fifteen years. The relationships are still the asset.