Pitches, Not Rolodexes, Matter

Some PR people like to tout the size of their rolodex (or whatever contact management system they prefer)? Especially with the proliferation of social media – and how easily we can see connection quantities – we place a lot of importance on network size.

Here’s the thing: That’s important, but it’s not the most important factor in determining how effective someone will be in generating media coverage

A quick story to illustrate my point, based on a recent conversation with a prospective client.

Client: We’re talking to [insert PR company}, who told us that she has the local editor on speed dial and knows all the TV anchors.

Me: Are you looking only for local media coverage or do you want coverage on blogs and outlets outside this market?

Client: We want some coverage here locally, but we think we have the potential to expand into multiple markets.

Me: Then I don’t think someone’s rolodex of local contacts is really all that important. You need someone who has demonstrated the ability to find the news in a story, identify the right reporter at the right outlets, pitch the story in a way that pique’s the reporter’s interest, and then can work with you and the reporter to facilitate a story that aligns with your overall communication goals, while giving the reporter the information needed to write a compelling story that readers will want to read. This ability to think strategically and creatively, do the necessary groundwork, and deliver strong results has nothing to do with contacts on speed dial.

The person understood my point, and now we’re working together. Don’t get me wrong: Contacts do matter. It can be easier for a PR person to get a story placed if he/she has a pre-existing relationship with a journalist or blogger. But, it’s impossible to know every writer at every publication. Especially when dealing with an agency environment that has clients in multiple industries – it’s just not feasible to have meaningful relationships with every reporter.

In the past month, I’ve secured coverage for clients in BusinessWeek.com, Women’s Wear Daily, Glamour, LATimes.com, Huffington Post, Web Worker Daily … all without the benefit of a pre-existing relationship with the reporter who wrote the story. Businesses looking to hire a PR person need to find the person who can create a solid pitch to grab the reporter’s attention and secure solid media coverage — not just the person with the longest contact list.

Am I right or wrong? What do you think?

Photo credit: renaissancechambara