How to check a PR practitioner actually has the media contacts they claim

When you're looking for someone to pitch your story to journalists, the question sits uncomfortable between hope and skepticism: do they actually know editors and reporters, or do they just claim to? A PR practitioner's network is their core asset—but it's not always transparent. The tension here is real. A genuine media relationship takes years to build, yet anyone can say they have one. You need to move beyond their word.

Start by understanding what "media contacts" actually means in practice. It's not just a spreadsheet of email addresses scraped from mastheads. Real contacts are built on repeated interaction, mutual respect, and sometimes years of consistent pitching. A practitioner who truly works with journalists receives replies, gets asked for story ideas, and has journalists who know their name. That's different from having a list.

Ask them to demonstrate their relationships in real time

Request that they show you how they'd pitch your story—not theoretically, but with actual names and outlets. Ask: "Which three journalists would you send this to first, and why?" Their answer should be specific. They should name a real person at a real publication, explain why that journalist covers your sector, and ideally mention a recent story that person wrote. If they start fumbling or give you generic outlet names without journalists attached, that's a signal they're working from lists, not relationships.

Push further. Ask them to introduce you to one or two of these journalists—not formally, just a quick email or message. A practitioner confident in their relationships will usually oblige. If they hesitate or say "that's not how it works," probe why. Sometimes there's a good reason (confidentiality agreements with clients, or they prefer to cold-pitch on your behalf). Other times, it's a sign the relationship is thinner than advertised.

Verify their track record with references

Don't just ask for client references; ask specifically about media outcomes. When you speak to past clients, ask: "Did the practitioner actually land coverage? Which outlets? How quickly?" Get names of publications if you can, so you can verify the stories exist. Ask whether the client felt the practitioner's media contacts made the difference, or whether the story would have found coverage anyway because it was strong on its own merits.

Also ask references: "Did the practitioner introduce you to journalists directly, or did they just pitch on your behalf?" The answer tells you whether they're trading on real relationships or just casting a wide net.

Check their LinkedIn profile and any published work. Do they have articles about media trends, event appearances as a speaker, or visible interaction with journalists and editors in their network? Someone genuinely embedded in media relations often leaves traces. Look too for any bylines they've written, speaking roles at industry events, or features they've been quoted in—these suggest active visibility in the space.

Ask them to name their toughest media relationship

This sounds odd, but it works. Ask: "Which journalist or editor has taken the longest to build a relationship with, and how did you eventually get their attention?" A genuine practitioner will have a thoughtful story—maybe about a reporter who ignores generic pitches but responds to hyper-specific angles, or an editor they finally connected with at a conference after months of tries. Someone working from lists will struggle with this question because they haven't lived through the slow, real work of cultivation.

You might also ask whether they've ever lost a journalist's goodwill, and how they recovered. Everyone in media relations has a story about misjudging a pitch or missing a deadline. If they claim they never have, they're either not telling you the truth or they've never pitched hard enough to risk failure.

The goal is not to catch them out, but to separate practitioners who understand media relations as relationship work from those who are selling you the illusion of a Rolodex. When you're ready to test someone's claims, use Strove to find PR practitioners with verified client reviews and ratings—other businesses have already asked these questions, and their feedback can be your first filter before you do your own digging.