prTini, a fellow PR and Ohio chic is fairly well known in the twitterverse. Today her blog entry was something I have been wanting to write about for a while. It's on the topic of judging a publicist on their rolodex. Her perspective is from a client choosing a firms point of view. My issue is more on an employer.
Read her entry:
Some PR people like to tout the size of their rolodex (or whatever contact management system they prefer)? Especially with the proliferation of social media – and how easily we can see connection quantities – we place a lot of importance on network size.
A quick story to illustrate my point, based on a recent conversation with a prospective client.
Client: We’re talking to [insert PR company}, who told us that she has the local editor on speed dial and knows all the TV anchors.
Me: Are you looking only for local media coverage or do you want coverage on blogs and outlets outside this market?
Client: We want some coverage here locally, but we think we have the potential to expand into multiple markets.
Me: Then I don’t think someone’s rolodex of local contacts is really all that important. You need someone who has demonstrated the ability to find the news in a story, identify the right reporter at the right outlets, pitch the story in a way that pique’s the reporter’s interest, and then can work with you and the reporter to facilitate a story that aligns with your overall communication goals, while giving the reporter the information needed to write a compelling story that readers will want to read. This ability to think strategically and creatively, do the necessary groundwork, and deliver strong results has nothing to do with contacts on speed dial.
The person understood my point, and now we’re working together. Don’t get me wrong: Contacts do matter. It can be easier for a PR person to get a story placed if he/she has a pre-existing relationship with a journalist or blogger. But, it’s impossible to know every writer at every publication. Especially when dealing with an agency environment that has clients in multiple industries – it’s just not feasible to have meaningful relationships with every reporter.
In the past month, I’ve secured coverage for clients in BusinessWeek.com, Women’s Wear Daily, Glamour, LATimes.com, Huffington Post, Web Worker Daily … all without the benefit of a pre-existing relationship with the reporter who wrote the story. Businesses looking to hire a PR person need to find the person who can create a solid pitch to grab the reporter’s attention and secure solid media coverage — not just the person with the longest contact list.
Am I right or wrong? What do you think?
Photo credit: renaissancechambara
My reaction:
I love this post because I get SO frustrated at interviews when people ask me who I know and if I have a good relationship with "so and so". (Warning: about to rant.)
There are so many maybes here that I think make it irrelevant. Maybe the only reason I don't know someone is because I never had the opportunity yet considering I am still only a Junior level and applying for a Junior level position and you wont let me pitch anyway once I get this job, yet you want to judge me on my contacts? (Fortunately thats not my case, but friends have had this issue.)
If I don't know someone at The Morning Show, that does not disable me from calling them and pitching them. If I can pick up the phone and confidently and successfully pitch, then that should count more.
Everyone started with an empty rolodex and everyone has to pitch at some point. I also think it's slightly less relevant now due to the easier access to journalists. Maybe when people actually took 3 hours to get someones information...time is money...I get that. But thats not the case anymore.
Can someone from the other side of the table please explain this to me? Are you really making a big deal about this at an interview or is it just a general question to see if you are capable of creating relationships? Just because I know someone at the Times doesn't mean I can get a placement for a crappy client story.
OK I'm done. :)
I would love to just sit down with someone at thefacebook.com and ask them why (and get answers to) my most burning questions about WHY they do what they do. A Letter From My Friend Brad:
Hey Guys,
As you all know by now, I'm training to participate in the NYC Triathlon on July 18, 2010 with Team in Training (TNT) for The Leukemia & Lymphoma Society's (LLS). All of us on team are raising funds to help stop leukemia, lymphoma, Hodgkin lymphoma and myeloma from taking more lives. We each must raise $2700 individually. Currently, I have raised just over $1000.00!!! Every donation received has be motivates and encourages me to continue to train hard.
I am completing the triathlon event in honor of my late grandfather J.J. Goldberg who passed away a few years ago due to cancer and for all individuals who are battling blood cancers. These people are the real heroes on our team, and we need your support to cross the ultimate finish line - a cure!
Please use the link in this email to make a donation to support my participation in the NYC triathlon and help advance LLS's mission. I hope you will visit my web site often to learn more about my progress. You will receive a confirmation of your donation by email and I will be notified as soon as you make your donation.
http://pages.teamintraining.
I greatly appreciate your generosity. I would appreciate it if you would forward this email to as many people as you can to encourage them to donate as well.
Thanks for your support!
Bradly G. Marks
See the rest of the collection here: http://www.facebook.com/album.php?aid=178509&id=124842316864
I didn't go to this movie with any expectations because it would have just been setting myself up for disappointment. I'm glad I didn't although I have to say, I was not all that upset. I judge my movie experience as "bad" if I leave regretting wasting my money on the money or "good" if I leave the theater thinking I am OK with the time and money I just spent on this experience. 
As I am sure you all know by now, I am campaigning for a spot in the MTV TJ search. This is my DREAM JOB and I am PSYCHED!
1. I am part of the MTV generation. Been watching it for years and don't plan on stopping any time soon.
2. Total music affectionado.
3. Pop culture is my specialty.
4. I am red carpet trained. Been to a few from my entertainment publicist days.
5. Know how to talk to celebrities/people in general. For some reason, conversation is just as easy with a billionaire movie star as it is for me with my neighbor. In fact, it has lead to many great times such as dancing with Snoop Dogg, a piggyback ride from Michael Strahan at his Superbowl Party and driving Lewis Black to the airport.
6. I never forget a face and treat everyone like a celeb.
7. I am somewhat tech savvy. Since the social media craze, people have been telling me I have a "talent" for it, whatever that means!
8. Love New York City, traveling and being at events.
9. Adjectives that describe me: creative, hard working, dedicated, motivated, adventurous, awkward, funny, witty, diverse, youthful (and apparently after this list, somewhat conceited).
10. Capable of being engaging and appropriate, even in 140 characters. Also very audience conscious.
12. I need a job, want this job, and read the entire contract and am 100% eligible!
So there it is in the smallest nutshell I could think of. Of coarse I'll be following up with a video as well, keep an eye out for that soon.
If this totally convinced you that I am the girl for the job, please follow me on twitter @beccameyers, facebook friend me - Becca Meyers, and post to all of your friends after you go vote for me, @beccameyers at http://tj.mtv.com/open-nomination/
Thanks!
It's been 5 years since I went to the festival but I love reliving the fun through the pics!
Their style is my style. Simple, sexy, eco-friendly. Like this Diane dress ($92).
They also do a wonderful job keeping a blog interesting, informative and intriguing. One thing I said in the giveaway was that I just moved to Ohio and would love to represent such a cool NYC brand over here and I truly meant it. Being from NYC and having an entrepreneurial bug myself, I love supporting fellow artists, designers, shops, etc. Thanks Christine and Brooke! c. marchuska is an eco-friendly clothing line by Christine Marchuska and Brooke Bresnan, which provides chic and sustainable clothing at affordable prices. Manufactured in New York City, the clothing is designed to embody versatility throughout different trends and seasons in order to stay true to the sustainable fashion mantra of producing less waste. The sophisticated clothing with green benefits is the perfect match for the socially conscious woman that doesn’t want to sacrifice style, price or comfort to help save the planet.
Christine and Brooke met in April 2008 while raising funds and awareness for Safe Horizon, the nations leading victim assistance organization. Both were dissatisfied with their Wall Street careers and sought a more creative outlet to fulfill their days. Christine had identified a need for an eco-chic women’s clothing line that would not only meet her socially conscious standards, but also her desire for affordable high fashion. In November 2008, c. marchuska was born.
In August 2009, Brooke and Christine teamed up and haven’t looked back since. Christine, the socially-conscious-CEO-butterfly, heads up sales and marketing, while Brooke, CFO & COO, still enjoys to play with numbers and devise strategies to grow the brand. Both Christine and Brooke work with their talented design team to orchestrate and merchandise the upcoming season’s sustainable collection.
Serious supporters of Safe Horizon and New York City, Brooke and Christine continue to give back to the cause that brought them together. A percentage of c. marchuska proceeds is donated annually to Safe Horizon.
The ZYNC(SM) Card is the Card you create, based on the things you're into. For instance, if you're into music, add the Music Pack and earn double Membership Rewards(R) points on concert tickets. Or enjoy exclusive access to special music events and concerts. Is fashion your thing? Add the Style Pack. Food? Travel? Add them all and get special perks just for doing what you love."
Oh and PS the people that do this are called Glampers! 
Ridiculous seems to be the theme of the century. With folks like LMFAO, Katy Perry and Johnny Weir constantly making statements, there was no surprise of these costumes on the MTV Movie Awards this year. It's no longer about what looks good or bad but what wows the crowd. It takes a certain person to wear crap like this. I don't think Ms. Perry tried on a blue wig and said, "Dam I look hot and stylish and should probably win awards for this outfit!" As silly as it is, why not do it?! I give em all props! 
Twilight stole the awards all night long. No surprise. I am NOT on the Twilight bandwagon but pretty much every girl age 12 - 60 is. So when it came time for the final award, Best Movie, I wanted it to be Hangover because it was clearly the best movie but was not so much surprised but disappointed in Twilight winning.
Why though? It's MTV! Think about it. Their average age viewer is what, 12-18? Twilight is the nobrainer here! Half the actual audience of MTV probably doesn't even understand most of the Hangover jokes and they certainly can't relate to them. The last thing on a 15 year olds mind is getting married and having a bachelor party.
BUT...
So many of us elders are still watching these ridiculous award shows, so its just bound to be disappointing to us. It really isn't that big of a deal but at the same time I feel like even though the network isn't necessarily aimed at our demographic, the award shows are.
Side Note on Twilight/Kristen Stewart: The girl is painful to watch! She needs to get over the awkward, anxiety, stage freight thing ASAP. It was cute at first or whatever but like, Twilight gave you your life dude! Don't look so freakin uncomfortable when someone is talking about you or your movie. Don't look like and act like its torture to walk up and receive yet ANOTHER award. Don't refuse to do interviews on the red carpet of the award show from the people who literally fill your pockets with your paychecks. Take some drugs or something, perk up, grow some balls and ROCK IT! At least as her publicist, that is what I would suggest!
That's just my piece of mind. That said, I thought the awards show in general was great this year. Aziz Ansari, who I was skeptical about, rocked. No surprise either that the bleeping was way off. So many F-Bombs! Also, I adore Sandra Bullock. She was given the Generation Award and gracefully accepted by saying, "Can we all just go back to normal now and continue to make fun of me? Say a prayer for the people in the Gulf." She really is a humble human being AND looked HOT. I loved her dress and Louboutins. My question here though is if she was getting the award because of the current circumstances? Like I just said, I think she's a great person but no one gave this much of a sympathy vote to Jennifer Aniston or anyone else I can think of in the cheating marriage situation. I don't argue the award wasn't deserved and don't wanna be a hater. I'm just curious.
Fashion to come...
Masada is supposed to have the greatest sunrises in the world but unfortunately, due to the sand storm the day before combined with the morning "fog", it was nothing like it should have been.
Then we took a short drive over to the Dead Sea. I love seeing everyone experience this for the first time!
After a fun day at the beach, we drove back up north to our final destination for the next 5 nights, Jerusalem. We went to a bar b q at Divon's house. Divon is the CEO of Sachlav, the program we were on. He invites 2 groups (over 80 people) into his home every week so they can see what true Israeli hospitality is. His whole family (9 kids) helps prepare the dinner and they are wonderful hosts. Divon and his family are one of the main reasons I love the Sachlav company. This is a photo of his backyard view. Can you imagine?!
