It’s not what you know, but who you know. While that famed adage does not always universally apply, there’s no denying that relationships often play a key role in all walks of life.

From a PR perspective, it’s true that a good story will often generate coverage. In cruise and travel, for example, the launching of a new ship, itineraries, products, and the like regularly result in a flurry of media activity, taking up column inches across national, consumer and trade media.

That’s not to say the task of securing media buy-in comes easy. A press release or other content based around these items still has to be done right – clear messaging, strong headline, relevant quotes and sufficient detail to give the story weight.

However, what can sometimes tip content in your favour and therefore result in some juicy coverage is the strength of the relationship with the journalist or brand as a whole. At PR42, our day-to-day tasks vary, but the one constant that runs through everything – whether it’s responding to queries, crafting releases, organising press trips and events, or managing crisis comms – is the fact that every task involves people.

This is a people-based business. We strive to help our clients achieve greater awareness and interest in their products, but to do that we need the support of journalists and media. We’ve spent many an hour building these connections, understanding what journalists need and providing that information in a timely manner. The result is a mutually beneficial relationship based on trust. Additionally, it means that when journalists are seeking comment or expert-led op eds, they know we will do all we can to suggest content that is to the point and meets the brief.

It’s important to note this does not mean favouring one publication over another, or going the extra mile purely because of a friendship. Rather, it’s about being front of mind when a journalist is considering who to approach. Every relationship, no matter its history, is valued.

To use a sea-related phrase, we’re all in the same boat; we’re simply manning different oars.

For support with your media relations, you can contact us here.