So much of public relations is rinse and repeat.

And no, that’s not a criticism of our profession. It’s how PR works.

In an industry that constantly evolves—new platforms, new news cycles, new audience behaviors—the fundamentals stay the same. They’re built around how newsrooms operate, what reporters need, and how stories actually get told.

If you understand - and master - those fundamentals, you can communicate with the media more effectively than most people.