We’ve all heard the idea that connections are the secret sauce for PR success—that everything comes down to who you know.
And, if that’s the case, it would make sense to focus more of your time and efforts on building connections and cultivating relationships with journalists, editors, or producers (and less on pitching, strategy, and timely news hooks).
So . . . is that true? Are connections everything? Does PR all come down to networking?
Nardi’s take? No!
Connections absolutely come in handy in some situations, but they’re not—and should never be—a substitute for a strategic PR plan.
In fact, relying too heavily on who you know can lead to missed opportunities, mismatched media placements, and ultimately, PR campaigns that fail to deliver results.
The reality is that connections alone won’t cut it. Here’s why—and what you really need to succeed in the ever-evolving world of PR.
Journalists Actively Try to Avoid Showing Bias
It’s easy to assume that if you have a connection with a journalist, you are a shoe-in for a media placement. In reality, it doesn’t work that way.
Journalists pride themselves on being impartial—and in an era of increased scrutiny, they’re more cautious than ever about helping their connections out. Credible journalists want to avoid even the appearance of favoritism.
Relationships can sometimes help open a door, but you can’t rely on connections to be an automatic “in.”
Digital Connections Might Not Be as Strong as You Think
Social media and digital networking have made it easier than ever to “connect” with people and expand your network. But how strong are those digital connections, really? Exchanging comments on X or connecting on LinkedIn is not the same as building a genuine working relationship.
Think about how many industry “connections” you have online. How many of them go beyond the screen?
If you are really hoping to cultivate real, quality relationships with members of the press, here are two questions you can ask: Are there any stories you are working on right now where you need help? What stories are you working on right now that you are most excited about?
Engaging with people about genuine topics instead of just “liking posts” or leaving general comments can help you build relevant relationships that go deeper than typical social media connections.
Connections Don’t Guarantee Alignment with Values, Style, or Audience
Even when you do have strong personal ties to someone in the media, there’s no guarantee that their platform is the right fit for your brand. Working with a publication or journalist that doesn’t align with your values, message, or audience can backfire.
Strategic PR is about more than getting coverage—it’s about securing the right coverage with placements that get your message to your audience. That’s something connections alone can’t guarantee.
For example, if you have written a book about mental health, a connection at Wired probably wouldn’t help. You would want your story to land in a publication like Verywell Mind or Psychology Today.
If you are going to put focus into making connections, make sure they’re the right ones. Don’t try to leverage a connection in the wrong publication or industry. At best, you’ll be wasting your time. At worst, you’ll be diluting your brand and causing confusion.
What Do You Really Need for Effective PR?
Ultimately, connections can only take you so far—and they will never guarantee you a media placement. You need more. Successful PR campaigns require a mix of skills (such as persistence, creativity, and tenacity), strategy, and execution. Here’s what really moves the needle:
Find Your Hook
Connections won’t necessarily secure a placement. But effective pitching can. Media professionals are inundated with hundreds of pitches each day—if you want to secure placements, you need to break through the noise.
It’s important to find your news hook—make sure it’s timely, relevant, and relatable. Strong pitches get straight to the point and quickly communicate why a story matters. Think to yourself, “Why is this story relevant, and why should it be told right now?” Make sure that comes across in your pitch!
Know the Newsroom
Understanding how to speak to people in different media platforms matters more than who you know. Pitching yourself to a national newspaper is different than approaching a niche podcast.
When you pitch, even if you’re using a connection touchpoint, you need to dig deeper. Research past episodes and guests of podcasts, read past articles, watch recent segments, and pay attention to what topics are being covered (and how your story offers a unique perspective). Learning how to tailor your pitch effectively can go a long way toward PR success.
Powerful Storytelling
The main thing you need for effective PR is powerful storytelling. Journalists tell stories—and that’s what they’re looking for.
As PR experts, we look for the story and the human element, whether it’s your journey, or the impact you have on the people you reach. Stories are what draw people in and make you memorable. Remember, the best stories are relatable, have clear outcomes, and offer lessons.
Pay Attention to Media Trends & Current Events
It’s also important to have your fingers on the pulse of the PR and media world. What trends are effective—and why? (For example, is the print resurgence a golden ticket? Can AI help you generate great pitches? What are journalists looking for? What’s standing out in the media currently?) The more you are tapped into trends and media shifts, the more effectively you can pitch yourself.
You can also think about current events, awareness days, holidays, and seasonal topics. For example, if your brand connects to health or wellness, you could pitch stories for March, National Nutrition Month. Or if your brand is in the financial space, you can tap into Financial Literacy Month in April. By combining your pitch with an upcoming awareness day or holiday, you’re more likely to have a member of the press bite
You’ll also need to consider how to adapt to the current news cycle from political concerns and elections to disasters and breaking news. Knowing how to adapt in certain situations can help you keep your PR wheels in motion.
A Strong, Comprehensive Strategy
PR goes beyond isolated wins. To be successful in the long-term, you need a comprehensive plan built around your goals, your timeline, your message, and your audience. The best “connection” you can make is working with a PR firm of experts that can help you do that.
Where to Put Your PR Focus
Connections can be useful in certain situations, but they’re only one (very small) piece of the PR puzzle. You can’t lean on who you know and expect to guarantee media placements. To achieve meaningful, measurable PR success, brands need great storytelling, strategic planning, and a clear understanding of the media landscape.
But you don’t have to figure this out alone. Whether you’re looking to build your reputation, position yourself as a thought leader, or spread your message, having an experienced PR partner can make all the difference.