Seat at the Table

Both. 

In a post about large vs. small agencies, Mike Bawden  makes the good (and what should be but isn’t always obvious) point that what is really important is the quality of people.  Quality in communications often comes down to knowledge, experience and common sense.  Sadly, an early question often asked by companies is the contacts of an agency and not about the quality of the people.  In truth, they should ask about both.

It’s not that contacts don’t matter as they can certainly make it easier to open a door or provide insight into a publication.   But stories get written because they are good stories, not because of contacts.

So what kind of knowledge does matter?  There are a few key areas companies and agencies should be looking for and it can be found both in people with a range of experience in media relations (starting with none).

1. Common sense – This is in short supply with no relief in sight.   Does the person think about the schedule of the reporter (when are they on deadline), read up on what the reporter covers and how they cover the topic (this is one reporters beg PR pros to do…but it is still often forgotton) and think about how they can help the reporter.

2. Know the topic to be a help…not just a call – This isn’t just about knowing the company or product being pitched but being a category expert.  Can you answer questions about competitors and their products? Growth of the industry?  Describe the consumer base?  If you can be an expert you can be a resource.  If you can’t, you’re just another cold caller.

3. Know what’s going on in the world – Too many PR people just read about their industry.  Be a news junkie.  Any reporter is going to want to fit their story into the hot topic of the day (e.g., security during a war, gifts and shopping or ecommerce during the holidays etc).  Be the first to suggest how a topic the reporter covers ties into a current trend, be prepared with data on the trend, and then be prepared for at thank you.

In the end knowledge and common sense rule.  In any profession, a combination of consideration (including people manners) and knowledge is a winning combination.  That may be more true in media relations even if it at times does not seem more common.

And by the way, my team has a great set of media contacts.  But a good portion of the time (perhaps most), we’ve gotten the best results by matching up our best pitches with the best reporter and not the one we know the best.  It’s often a huge difference.