It makes our PR hearts beat faster, our foreheads damp and palms sweaty, our eyes twitchy and nerves edgy. Yet, it also has the power to offer us the most sought after feeling of relief and accomplishment. “Okay, let’s set something up.”

The Pitch - wearing her little black dress, pearls and red heels – can make you or break you. She can either pave your media way with rubies or shift mountains in front of you. It is therefore extremely important to stay on top of her latest trends and examine her every move to make her work for you.

After reading yet again another expert’s tips on how to pitch successfully to the media, I’m starting to wonder about the future of the good ol’ news release like we know it. The Pitch is just too dominant and visionary.

With journalists becoming ever more busy and swamped with new beats and deadlines, time to read through all the prepared news write-ups is non-existent.

Our comfy friend, the news release, remains very valuable on request, but from a pitching perspective is totally overruled by punchy leads and relevant bits of information accompanied by cool graphics and pictures.

Pitching truly wears Prada.