In the past several years I’ve attended seminars, webinars, and a couple of conference sessions about “advanced media relations.” You’d think after the first one I would have learned, or you’d think after spending dollar-after-dollar and hearing the same thing over-and-over,  I would have figured it out: advanced media relations is a myth.  Yet, I kept attending, focused on professional development and perhaps hoping that I’d find that magical key to making media relations easier. I didn’t.  Continue reading →