As PR pros, it can be difficult to resist becoming an ambulance chaser. Sometimes, those big shiny openings to pitch a client are nearly impossible to resist. But what about the times when there isn’t an obvious point of entry? When you’re on your own to craft the story from inception to execution?

A recent survey by Middleberg/Ross revealed that 98% of journalists go online daily to generate story ideas and access information. Clearly, the web is working for them, and maybe for some of us as well. Over the past year, we’ve become increasingly familiar with hearing journalists site social media platforms such as Facebook and Twitter as sources for story ideas. My question is, where are the PR people getting their story ideas? Continue reading →