Some PR pros just can’t cut the phone cord.
The request usually appears in an email, friendly enough in tone: A PR pro wants to “hop on a quick call” with a reporter to shoot the breeze. The PR pro might imagine a meeting of the minds, cordial and witty repartee, underscored by their coffeehouse Spotify playlist.
PR pros know that journalists are busy and receive hundreds of pitches a day. It only follows that to help his or her pitch stand out, a PR pro should befriend the journalist—and give it that personal touch.
However, if you’re pestering a journalist for a phone call without a specific, stated goal, you are wasting their time and yours.
There’s no consensus about the usefulness of phone calls in PR. Though most PR pros agree that cold calling is a bad practice, not all are convinced that phone pitches are a waste of time.