People often want to portray an image that they are well-connected. This is especially true in the public relations industry. Even if people in PR are well-connected, they cannot realistically know everyone. Sometimes a PR firm will not have contacts at a media outlet which is a good fit for a client. This is when building a relationship starts from scratch.
Some media outlets make it maddeningly difficult to find the appropriate person to pitch a story idea to. We imagine this, in some part, is done on purpose to limit the number of pitches an outlet receives. Their websites sometimes offer forms to fill out to pitch ideas, but we assume cynically, in such situations, our information shoots directly into a black hole. You can go through the motions and fill out these forms, then tell your client you pitched a story. In reality, you likely did nothing and know it.
This is when you should be politely persistent. Forget the generic emails and wasteful website forms. Do a Google search, find the outlets’ headquarters and call the main number. Don’t be bashful. You want to talk to the newsroom, the editorial department or an editor. You’ve got a good idea that will benefit the media outlet. This approach may seem awkward but it is necessary.
As a television reporter, Keith often faced situations when he needed to contact someone at a large company. He started from scratch and worked his way through a worm hole of people and telephone extensions. You can do this without being annoying or rude. You simply need to be bold and confident. This approach is much more beneficial to both you, your business or a client. The worst that can happen is someone ignores you. The best thing that can happen is you find the right person who appreciates your idea. And sometimes you might end up with a result in the middle. No one might like this pitch, but someone now knows your name and your organization and is more willing to listen the next time. You’ve also got a new contact. You’re now even better connected than before.