It's not who your PR person knows, it's what they know to do.

Forbes.com recently ran an article on the value of PR. The piece highlights the benefits of PR vs. costly advertising campaigns, gives practical advice to entrepreneurs looking for PR help, and even suggests a list of questions to ask your potential consultant. One of which asks the consultant to turn over a list of media contacts for you to interview.

Question... Why would a busy reporter take the time to help you select the person that will ultimately pitch stories? Approaching said busy reporter in this manner could damage an important relationship with the journalist before you've had a chance to build a relationship.

Look into your prospective PR person's track record. The most critical tests of their ability comes from how they respond to questions concerning your PR situation and what their clients say about them – not the number of reporters they know. If they can't demonstrate that they have what it takes to work on your behalf, don't hire them.