Thank you, that gives me a good direction to think in!

Alright. I am a digital marketer, and I'd like to position myself as an expert in the field. For the most part of my life I've been a stage actor and a drama teacher, but I suffered a severe burnout a couple of years ago, so I moved to another country and changed my profession. Re-invented myself, so to speak.
Maybe that's relevant for crafting an interesting story?

A small German agency for physical marketing materials of all kinds. The owner might be selling to us in the near future and I think about setting up a PR department then.

If I want to install my own PR department, how do I identify a good PR professional to hire?

Oooh, that's some great advice! Thanks a lot!

Thanks for the answer and the compliment.
A lot advice :-) Mainly to read the outlets or watch the shows I want to be featured in, understand their audience, understand the hosts/journalists, and then to think of a way to contribute to their show/outlet. So much for the strategy. When it comes to how to pitch, I get conflicting advice. Some say quick and dirty, don't waste their time. Others say "craft a short story on how you can help them entertain their audience". Also conflicting tips about attachments: No attachments, many attachments, just links, no uploads... I am a little confused...

How should one approach the media? If I figured out what I want to talk about and where, how should I pitch?

Well, I am following mainly US american PR people, but I am living in Europe. So I don't think of one single piece of advice, but want to know if the media world ticks the same around the world, so I can apply most advice to all markets. Nothing specific, though.

Hi Marin!
I would like to know if PR-priciples are universal? Will advise I get from US PR professionals work in other countries, too? European countries, for example? If not, what are the differences, and what do we need to think of when applying advice to other countries?
Thanks!