Dick Grove has an usual perspective for the founder of a Public Relations agency that has evolved and succeeded for 58 years. “We’re in the news business,” Grove insists, “Not the PR business.”

His reasoning is straightforward: To earn media coverage, individuals and companies must think like journalists, not promoters. Grove’s approach aligns closely with that of roving reporter Rotbart, whose courses at Wizard Academy — Newsroom Confidential, Buzz Snatching, and Reputation Tool Chest — all taught the necessity of understanding how journalists think and operate. Before hiring a PR agency or pitching journalists yourself, hear firsthand from Grove and Rotbart what it truly takes to win the media’s favor.