"Our job is not to pitch journalists. It is to be useful to them. Hammering them with pitches has never been the same thing as being useful. Most PR teams still treat journalists as targets. Pitches are written as persuasion. The measure of a good publicist becomes how many emails they can send before a reporter opens one."
"Instead of asking what a journalist can do for the client, ask what the client-and the category-can do for the journalist. That shift-thinking about how to actually help-is what starts relationships that last."
"Some clients will hear this and fear that a more thoughtful approach comes at the cost of coverage. It doesn't. It replaces dead-end pitches with the ones journalists actually want to take."
The role of public relations is to assist journalists rather than merely pitching stories. Many PR teams view journalists as targets, leading to ineffective communication. A successful approach involves understanding journalists' needs and providing valuable insights. This shift fosters trust and results in better media coverage. Thoughtful engagement replaces ineffective pitches, ensuring that communications are relevant and appreciated. Building relationships based on mutual benefit enhances the likelihood of coverage and creates lasting connections between PR professionals and journalists.
Read at Forbes
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