Try this proactive approach to finding stories—and shedding banal pitches

Do non-PR people invariably bring you lousy story ideas?
Maybe a client or someone in another department says, "Oh, we're doing this
thing, and it would make a great press release—news outlets will all want
to know about it."
You cringe because you know that nine times out of 10, the next thing out
of their mouth is not going to be newsworthy.
That's how most PR people get fodder for their outreach. However, if you
want atypical results, don't keep applying the typical approaches.
Ask
the