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So you know about Vanity Fair editor Michael Caruso’s elevator pitches, and why it’s a good idea for you to be able to pitch in less than 60 seconds. But how exactly do you put a speed pitch together so you can be ready for a snatched few minutes with a journalist if the occasion arises? 

The main assumption outsiders make about PRs is that we spend the bulk of our days pumping out press releases. That's it. They think the backbone of our job is to put newsworthy words into a document and then blanket send. I’m a publicist with 25 years of experience, so I know that it certainly is one of the small tasks in a PR’s day, but it’s by no means the biggest or the most important.