“hey here are the top scams that are hitting Austin right now along with audio now we'll talk about it... if you give a reporter something to work with boom they're just going to write the story”

Give reporters local data, not category stats

Instead of pitching 'robocalls are bad' (a story already written thousands of times), Aaron sent reporters city-specific data: the exact scams hitting their city right now, with audio recordings attached. The story wrote itself because the reporter just had to listen and localize. This approach generated 2–3 press mentions per week for 10 years with zero PR budget or media spend.