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Sandy Pell is a featured contributor to The Definitive Guide to Public Relations in a Shifting Media Landscape.

Here's the complete contribution:

Rewind five years back when we saw the public relations industry evolve with the introduction of social media to build stronger relationships. That trend has not stopped. We love receiving hyper-personalized messages that are crafted especially for us.

Fast forward to today where public relations professionals are starting to use video-pitching to get noticed in a busy reporter's inbox. Video-pitching helps us build human-to-human bonds quicker than generic, copy/pasted, text-based emails because videos are the next best thing to being with someone in person. Putting yourself on camera not only makes you more vulnerable, it also shows off your true emotions and creates trust with a reporter as you tell them your story.

Within three to five years, I think the public relations professional will turn to video-pitching as the new communications norm.

Since I began video pitching reporters, editors, event organizers and award-application teams, I've noticed a dramatic increase in the number of video-views and followup responses to my pitches. Of the hundreds of pitches that a reporter may receive in their ever-exploding inbox, video pitches continue to stand out from the rest. Time and time again, I hear from top-tier reporters that they've never seen anything like this before and that videos help bring my stories to life!

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