Great piece in PR Daily on the importance of knowing your press. Do you have relationships with key journalists in your sector? Do you nurture them? Does your agency ensure they feel valued and look after them properly?
See what PR Daily says:
The practice of public relations is undergoing a monumental shift. The ever-evolving digital world is changing how we communicate. For many PR firms, keeping up with these changes can be a daunting task.

However, one thing in the PR industry remains the same. Simply put, it is about relationships.

Many leaders at PR agencies believe all they need to do is send out press releases or create social media content for their clients. Nothing could be further from the truth.

Yes, a press release can be an integral part of any good public relations campaign. And yes, creating good social media content helps, too. However, creating lasting relationships with traditional media outlets and bloggers will take your media and public relations efforts to the next level.

Strong relationships have always been at the heart of good public relations. Today, with newsrooms shrinking, relationships are of the utmost importance in telling your story.

All too often I hear senior marketing folks — from blue chip companies, to start up companies — questioning the value of working with traditional media. For many, simply issuing a media release and creating canned social media content is enough. Why? Because that is the flawed advice they are getting from their PR firm.

The truth is this: Companies that receive the most ink are those that work with PR firms who have built long-standing relationships with media.

So, when it comes time to hire your next PR firm, keep the following in mind: read on