In our work as communicators we always want to be strategic in how we use our client’s time to achieve the best results. This often means tailoring efforts to tasks, outlets and audiences that will deliver the highest ROI. However, this approach is not always the smartest. Sometimes, the people and outlets that are the smallest can deliver the greatest rewards.

Seasoned PR pro, Carolyn Adams, Founder at BlueRun PR recounts a time early in her career when she pitched a small outlet. The outlet was relevant to the client and campaign, but would normally be too small to consider. “It was my first day on the job. I called the reporter to pitch him, and he told me I was pitching him all wrong!” Carolyn continues, “He took the time to mentor me, and I never forgot it. I was grateful for the lesson and kept in touch with him. A few years later he rose up the ranks to become editor-in-chief. Today, he leads editorial operations for three leading international business publications .

Carolyn’s story illustrates why it is important to not focus on numbers alone in our efforts. A small influencer that may not meet the numerical threshold, could move the needle for a brand far more than a more well known person. In fact, nano influencers and micro influencers are often sought out because they tend to focus on a specific niche and have strong engagement from their communities.

Smaller media outlets may also be overlooked because of size. Professional communicators, at the direction of clients or in an effort to focus their efforts may choose not to pitch small outlets. Interestingly enough, those outlets may be eager for your pitches and have a passionate audience that looks to that outlet for resources. Adams has advice here too, “I have clients that say ‘yes’ to everything. They will do an interview for blogs, new podcasts, they never discriminate and welcome every opportunity. While it is not a strategy that will work for everyone, these clients have achieved great momentum and enjoy good visibility with their audience.”

When we seek out value, we can find diamonds in the rough that yield long lasting results. As a bonus, these media outlets, or influencers may also be easier to work with and welcome developing a long term relationship.

We'd love to hear from you! Have you ever taken a chance to work with someone who was typically overlooked? What was your experience? Share in the comments below or on social and tag #solopr.

Don't forget to listen to our brand new podcast, That Solo Life!

Photo by Daniel Cheung on Unsplash