One of our most successful media outreach campaigns came from flipping the typical pitch approach. Instead of marketing the client's business directly, we created a Google Maps data set of fake versus real businesses in major US cities. The angle was public safety and consumer trust. The most opened subject line was: "Data: 1 in 5 Local Listings Are Fake - See Breakdown by City" This was sent to 50 journalists who regularly cover local business, fraud or consumer news. The message was uncomplicated, not like a sales pitch, with raw data for their use. No PDF attachments. No long intros. All it takes is a quick reference to a relevant stat, a quote from the founder, and a link to the dashboard that is live. We generated 22 backlinks from news sites, including Fast Company, Yahoo Finance, and 3 regional business journals. Thanks to the implementation of internal linking, the user's organic traffic increased by 38% over the next 90 days. In fact, several of those links continue to send referral traffic a year later.