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Fiction: It’s all about relationships

This the next in our “Best of” series, in which we venture deep into the vault to replay blog opinion and insight that has withstood the test of time. Today’s post hails from November 2007. We welcome your feedback.

By Francis Moran

We heard this one again last week.

Generating effective coverage of a client’s story is not all about the relationship I have with reporters; it’s all about the value of the story I have to tell.

This has long been the top-ranked of Francis’s Favourite Fictions, and for two good reasons. First, it’s incredibly widely held, believed in by clients and actively promoted by agencies. Second, it is so demonstrably untrue that after 30 years practice as both a journalist and PR guy, I remain utterly gobsmacked that it retains such unassailable currency.

Having worked the trenches of daily, weekly and monthly journalism, for both print and broadcast outlets, on both a local and national level and for both general news media and trade publications, some of my strongest and truest professional and personal relationships are with journalists. And I couldn’t lean on the best of those relationships to get a client of mine even a column inch of coverage that the client’s story didn’t merit. More to the point, I wouldn’t risk my own credibility by even trying.

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