"Your first message to a reporter shouldn't be about you. It should be about them. People approach PR way to late in the game, when they have a launch they need coverage for. If you're smart, you'll start much earlier, when you don't need press, and you can simply offer someone help. Read their stories, figure out if you have information, insights or introductions you can make to help them do their job and look smart, and give them that."
Oh is this ever 100% true from my experience and it's exactly what I did in the past. I would write and offer praise for an article written and then offer some added information. After a bit of that I finally ended up being quoted or asked about events and was considered a source. (NY Times, Dow Jones as two examples).
That said most people will not want to put in the effort to lay the groundwork like this. But it is for sure a good idea.
Oh is this ever 100% true from my experience and it's exactly what I did in the past. I would write and offer praise for an article written and then offer some added information. After a bit of that I finally ended up being quoted or asked about events and was considered a source. (NY Times, Dow Jones as two examples).
That said most people will not want to put in the effort to lay the groundwork like this. But it is for sure a good idea.