Today, I want to talk to you about a persistent myth in the world of public relations: the myth of numbers.
Many still believe that having hundreds, or even thousands, of media contacts is the key to success.
But in reality… ten good contacts can be worth a thousand names on a list.
Why?
Because in public relations, it’s not about quantity, it’s about relevance.
Yes, agencies build relationships of trust with journalists, but in a world that moves at lightning speed, I believe our number one asset is our ability to create genuine connections.
Ten journalists or content creators who are truly interested in your industry, your product, or your service will do far more for your visibility than a thousand generic addresses receiving a standard press release.
I call these the real influencers: the right contacts for you.
It’s also much easier to deepen your understanding of a handful of contacts than of thousands.
You can take the time to explore their social media accounts, see what interests them, understand how they work, and when you reach out, you can speak about their latest article or post in your industry that you’ve read with interest.
Public relations is, above all, about human relationships.
Show that you care about their work simply that, and you’ll see more of them responding to your emails.
A true relationship takes cultivation: respect, listening, and time.
Authentic connections are what make a journalist think of you for a story, or an influencer speak about your brand with conviction.
So the next time you think, “I need to grow my contact list” because you don’t have enough journalists or influencers, focus instead on strengthening the relationships with the right people, as I’ve described.
These are the real influencers: those most likely to talk about you, and those with whom you can take the time to build genuine bonds.
And just to make you smile, I found this about the famous Albert Einstein, who also said: “Ten good ones are better than a thousand.”
It reminds us that focusing on quality over quantity is always bette: ten good people or ideas are far more valuable than a thousand mediocre ones.
Because in PR, as in life, it’s not the numbers that matter, it’s the genuine, sincere connections.
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Nata
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