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If you only reach out to people when you need them, what’s the benefit for them? I’ve long believed that the journalist/PR relationship needs to be a two-way street.

I’ve often been in situations where a journalist needs something that I either don’t have or can’t provide. For the sake of the relationship, when that happens, I will go out of my way to help them out, even if it means me pointing them in the direction of the competition.

#8 – Your own news isn’t what always gets results

Finding and creating opportunities between the launches and the announcements. If you succeed there, you’re doing something right. A good example of this is when you’re able to interject your story into the current news cycle. This works particularly well when you’re positioned as an expert.

Let’s be honest – a lot of media coverage is ego-driven. There’s no shame in wanting exposure for reasons beyond brand awareness and the bottom line, just make sure you balance it with messaging that transcends ego.

Behind every effective PR strategy there are many, many questions, but the most important question asked is “Why are we doing this?”. If the answer doesn’t address a specific business need, then it is worth reconsiderin