No one understands the needs of journalists better than journalists, and most PR firms don’t have our level of newsroom experience, connections and insight – thus the name. We’ve collectively worked for many decades as reporters and editors at The New York Times, People, Reuters, NBC, the Daily Journal and too many other top-tier media outlets to name, along with many regional and local media outlets across the country. To more comprehensively service our clients, in recent years we’ve expanded from our core specialty of securing robust mainstream and niche media to include marketing, media training, author services, video, business development, content writing and more. Too often, you think you’re going to get huge service only to realize there’s only one person working for you. Although the team is spread across the four corners of the country – from Los Angeles to Seattle, New York to North Carolina – we collaborate. It’s not at all unusual to have five team members on one project. These days, newsrooms have fewer journalists chasing bigger stories. If your PR team doesn’t know how to think like an editor and nimbly jump in front of the biggest breaking stories to position you as an expert or thought leader on a subject, or how to get international press for a lawsuit filing, you’re wasting money – and opportunities.