Jun21

Pitches, Not Rolodexes, Matter

by Heather Whaling

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

Tagged as: media relations, news coverage, PR

  • Thank you for your thoughts on this subject matter.

    I often get intimidated by my lack of experience and lack of contacts. It just proves if you have good content you will get your story placed. It is about how you approach the reporter and what content you are using which matters in the end.
  • Laura Newman
    You're so right! I've had this conversation multiple times. While contacts are valuable , particularly for the mere fact that it allows us to be more time efficient - the ability to embrace and synthesize any business message/story and investigate and identify media outlets to pitch is the critical skill and service you should look for. I've pitched plenty of editors/writers who didn't know me from atom and replied without hesitation because I gave them a good story, and did my homework! Thanks for sharing this!
  • Very much agreed. If someone just throws out their rolodex contacts (aka name dropping), I think it's a sign of insecurity -- and sometimes desperation for business. People who are secure with their media relations work know that it's a combination of skill, hardwork and constant relationship building ... and of course dumb luck sometimes :-)
  • Peter
    You are absolutely right. But you wouldn't believe how many PR professional brag that they have more contacts than God. It's all about content, not contacts. Thank you for sharing your great insights and thoughts.
  • Pattie
    Perfect. As someone who is new to an area and does not have many contacts, the quality of the pitch is what I can offer. I agree with you that it is the key to wide ranging coverage.
  • Great response, Heather! I have lost track of how many times I've heard the question, "What contacts do you have?" when potentially working with a new client. I tell them I do have relationships with a few folks, but that's not why they should work with me, followed by a similar explanation to yours.

    And to Seth's point, I remind them that it's not just about a single media relations campaign. If that's all they want, they have the wrong girl.

    The great news is that almost always the potential client "gets it" quickly. The PR profession and the client benefit from this exchange, so I hope I'm asked it from every prospect.
  • heatherwhaling
    So true! The people who "get" the difference are the best clients. I've found that the ones who get hung up on relationships or one-off campaigns aren't really the type of clients I want to work with anyway!
  • THANK YOU for pointing out the reality of media relations today. The sad, simple fact is that media contacts are changing - and often shrinking - so rapidly that what truly matters is not so much who you know but how well you can present.

    I have worked both sides of the desk, and the reality is that a well organized, interesting story, accompanied by background info and other contacts, is going to be easier to write on deadline than something that comes to me with nothing more than a "hey, my cousin is doing this." Provide real information, make it sing, and offer help in getting what the reporter/blogger/newscaster needs and you may well find you can get those "impossible" placements.

    Bottom line - how well you do your job is more important than whose name is in your Blackberry.
  • heatherwhaling
    Love this response! Thanks, Gina -- you're totally right. How you do your job IS more important than your contact list!
  • All I can say, Heather, is "love it, love it, love it!" Your response to the client was just like your writing - clear and concise. :-)
  • jeffshelman
    The thing is getting stories placed isn't a simple black and white process. As a former reporter turned PR person, I know that not every pitch is so awesome that every outlet targeted is going to do it. Because if it was that awesome, people would be beating down your door to get the information.

    Most stories/pitches fall into the grey area of good enough to be a story, but certainly not an immediate must-do.

    In those cases, a number of factors come into play. Is the pitch really good? That can push a story over the top. Does the PR person have insight into the media organization where they can get the pitch into the right person at the right time (the rolodex factor)? Has the PR person worked with this reporter previously and built up trust (which I think is different than just rolodex)? All of those things can help.

    A reporter isn't going to do a crap story just because they know you. But they might do a story that is a 7 on a 1-10 scale because they know you'll get them what they need when they need it -- something that is crucial during an era of smaller newsrooms and tighter deadlines.

    So in word: Both matter.
  • heatherwhaling
    Totally agree -- it's certainly not one or the other. Having a relationship can certainly be an asset. But, when businesses want to scale their PR efforts beyond one niche industry or geographic region, it's that ability to craft the story that really comes in to play. Thanks for commenting and raising a good point!
  • Great post, Heather. Many clients see PR as "media relations," largely defined by the media relationships we have. And good account service principles make sure we consider our client's perspective, even if we don't agree. But the fact of matter is that even if your best friend is a producer on The Today Show, she won't consider your story if it's not relevant, timely and targeted. In fact, the relationship is moot. The ability to craft a compelling pitch to disparate media types and beats is the real challenge.
    @SethOrNone
  • heatherwhaling
    You've hit on a favorite topic! One of my work-related pet peeves is when people only associate PR with media relations. There's so much more that falls under the PR umbrella, which is why the ability to think strategically is so important. No relationships can help you there.
  • Love this post. This is so true but unfortunately so many clients are still stuck in the rolodex mentality. Sure that is great for getting to an initial set of reporters but I've always found rolodex pr folks have a hard time sustaining a long-term PR campaign/effort.

    Glad to hear you're finding folks that value what you do and understand you'll bring them more long-term success than the other folks.
    @TomMartin
  • heatherwhaling
    Thanks, Tom! :)
  • Rebecca
    I love this post because I get SO frustrated at interviews when people ask me who I know and if I have a good relationship with "so and so". (Warning: about to rant.)

    There are so many maybes here that I think make it irrelevant. Maybe the only reason I don't know someone is because I never had the opportunity yet considering I am still only a Junior level and applying for a Junior level position and you wont let me pitch anyway once I get this job, yet you want to judge me on my contacts? (Fortunately thats not my case, but friends have had this issue.)

    If I don't know someone at The Morning Show, that does not disable me from calling them and pitching them. If I can pick up the phone and confidently and successfully pitch, then that should count more.

    Everyone started with an empty rolodex and everyone has to pitch at some point. I also think it's slightly less relevant now due to the easier access to journalists. Maybe when people actually took 3 hours to get someones information...time is money...I get that. But thats not the case anymore.

    Can someone from the other side of the table please explain this to me? Are you really making a big deal about this at an interview or is it just a general question to see if you are capable of creating relationships? Just because I know someone at the Times doesn't mean I can get a placement for a crappy client story.

    OK I'm done. :)
    Thanks for writing this!
  • heatherwhaling
    HA! I love this rant. Thank you for expressing what I'm sure many people in your position feel!
  • I think there's room for a bit of both here Heather with the caveat that "content has, is and always will be King" no matter how big the rolodex. If you have a good relationship with the media/blog community it helps you identify who might take an interest in the client story but overall having something that is newsworthy is what will be effective in the end. I - like many in the communications industry - have some pretty strong connections within the media locally and nationally here North of the Border but if the story is nothing more than a "fluff" piece all the friends in the world aren't going to help it see the light of day. Excellent point to ponder here Heather...thanks for sharing. Cheers, Andy
  • I agree completely, Heather. It's important to expand your network and build relationships with reporters -- there's no better way to proactively find out the kind of stories they're looking for. But we really focus on getting the pitch right -- telling the story so it resonates with whomever's sitting behind the desk. In today's climate of layoffs, turnover and decreased newsroom resources, I think that's more important than ever.
  • jeffespo
    I love this post. Do people even use Rolodexes any more? Happy to hear that the client decided to go with a more large scale approach than the hyper-local one.

    The same approach can also be applied to SM campaigns as well. Its about the quality over the quantity in terms of audiences as well.
  • heatherwhaling
    Jeff, you're right. It's the same general rule of thumb for social media campaigns. Just because someone has a lot of followers doesn't meant they necessarily have a lot of influence. It's that ability to "move the needle" and get things done that really matters.
  • I think it's both. But the most important takeaway I got from your post is the following: "But, It’s impossible to know every writer at every publication."

    Every good PR person should be building his/her network all the time. So the ability to secure the story with media where no relationship exists does look like the X factor.
  • TimOtis
    Dead on, Heather. Media don't care if you're friends with them; if you don't have a good story, that's it (no response). It's not about favors, which I've definitely seen some PR agencies attempt to use as leverage. A story that results in moving the needle and free from friendly connections? Now we're talking!
  • heatherwhaling
    Exactly! Thanks for chiming in! :)
  • I couldn’t agree with you more. Relationship with journalists is very important and is the basis of interaction with the media. These relationships take time to develop, and this time should be viewed as a long-term investment.
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