Short of time and under pressure to perform, many PR professionals follow a when in doubt, send it out approach to pitch their stories to as many media outlets as possible. But with journalists facing increasing pressures of their own, maximizing the effectiveness of your campaigns isnt a numbers game any more. In the new age of social media, its all about building deep, lasting relationships with the handful of key journalists who can really make a difference in your coverage. In this new Cision Executive White Paper, youll discover: Why research, targeting and messaging are more critical than ever Whenand whysending a release may do more harm than good Five proven ways to build stronger journalist relationships How to match your pitch and story content with journalists' interests Journalists' top pet peeves about PR professionals Youll also learn how to use Cision resources and tools to simplify your media research, and automate your targeting.