The document outlines 7 new rules for pitching stories to journalists and bloggers effectively despite shrinking media coverage. The rules are to 1) customize pitches to reference the journalist's previous work, 2) find unusual angles for stories, 3) take advantage of new media outlets, 4) keep pitches very short, 5) do legwork for journalists by providing sources and visuals, 6) diplomatically but persistently follow up on pitches, and 7) use pitches to build relationships with media contacts. Examples are provided for each rule.