Relationships Matter
No, we haven’t won the PR account for LinkedIn, but its motto is very apt in the world of PR. Yesterday a journalist from one of the national newspapers rang me to verify a report she’d been sent from a travel company – her particular question was “is this just a publicity stunt?”
As it happens, it was not a publicity stunt and as the topic falls well within the realms of a client we work with, it allowed me to confirm the validity of the content and provide her with further information to back it up - a great opportunity for national coverage.
There’s a little bit of it’s not what you know, but who you know in this, but whichever way you look at it, it’s the relationship that is important. Clearly if you’ve got the story of the century, then you could be as rude as Simon Cowell at the tone deaf society and still no credible journalist would turn you down. Having said that, when it comes to building a rapport for the long term, it comes down to being a friendly and reliable source, who provides interesting material and can deliver promptly for the ever-approaching deadline.
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