When you're launching your PR efforts, it's important to listen and build relationships with journalists in the space.
Listening and approaching with relevant stories and pitches is key. That being said, this post was inspired by an older Tweet we saved from Stuart Miles of the tech/gadget site, Pocket Lint
While we have very, very strong relationships with journalists and build new ones all the time (remember, it's a PR myth that the 'the list' will get you media results), we like to build relationships with journalists to help us work better for our clients and with them. That's because a) if a journalist realizes we (or our client) are on it/have real value to offer, they'll come to us time and again for their story needs and b) it helps us improve our programs for the future. Keep that word value in mind!
We constantly stress to clients that your news simply may not be ground breaking news to everyone. That DOES NOT mean it won't have news value (see this post), but it may not warrant immediate attention or that top-tier recognition you're hoping for. It may be news in your sector, it may be not be all that ground breaking for the tier-A media. A competitor, or even another brand well outside your space, may have something better going on at the same time that will take attention away from your story. It could be the same product that's lighter/faster/better, a better celebrity endorsement, nicer colors or a myriad of other things.
Your story may in fact be newsworthy, but you need to be realistic when you approach journalists with it. We have no idea what sort of iPhone case was pitched to Stuart, but our guess is that it just didn't knock his socks off enough to warrant him agreeing to a media embargo.
As you build your PR program, on your own or with a firm (there's a great one in San Diego, called Remedy Communications, hint, hint ;-)), keep in mind what your story is, your brands value to the journalist and end user and how to appropriately pitch that to journalists who are finding more and more they have to put our stories more frequently and on tighter deadlines.
Into this post? Here's some other great ones you should check out!
Why Your Press Releases Don't Get You Real Editorial Coverage
Sometimes He's Just Not That Into You